Why are there cosplayers at concerts? Fans who replicate the style of those on stage

On July 4th, at the Oasis concert in Cardiff, Wales, 16 years after their last performance together, many people in the audience were wearing the iconic bucket hat that for a long time defined the style of Liam and Noel Gallagher, and more broadly BritPop – the musical and cultural movement born in the UK in the 1990s, which brought together several British rock and pop bands, including Blur and Pulp. Even many of those who couldn't get a ticket and gathered outside Cardiff's Principality Stadium, prepared to follow the live show from there, wore outfits inspired by the Gallagher brothers' style. This choice aligns with a broader trend.

At the more recent Beyoncé concerts in the United States, a recurring accessory among the audience can also be observed: the vast majority of spectators wear the classic cowboy hat. Since the release of her eighth album, Cowboy Carter, the singer has moved away from pop and R&B and embraced country, making this accessory the symbol of her new musical direction. But that’s not all: at Chappell Roan’s live shows, red wigs are everywhere, referencing her hair color; at Olivia Rodrigo’s concerts, the audience wears white tank tops, tights, shorts, and plaid shirts in an attempt to replicate her style.

Then there are Pitbull’s shows, where the most devoted fans show up with a bald cap to imitate his shaved head, along with a white shirt, black tie, aviator sunglasses, and a drawn-on goatee — all part of the American rapper’s signature look. The same trend is also observed at concerts by artists like Taylor Swift and Harry Styles, among others. As noted by the New York Times in an article on the subject, this is essentially a form of cosplaying, or the practice of dressing up as one’s idol. While in the past it was common to impersonate fictional characters from films, TV series, cartoons, or comics, today it is increasingly popular to cosplay real celebrities: for example, look-alike contests are heading exactly in that direction.

In the past, it was already common for fans to wear clothes inspired by artists' looks. However, these were relatively sporadic episodes: similar phenomena could be seen among fans of certain bands or artists with a very well-defined image, like Kiss, but it was rare for concertgoers to show up in full costumes. In recent years, however, the habit of cosplaying at major live events has become increasingly popular, especially in pop music, particularly at the most anticipated and spectacular shows. One of the main reasons behind this trend is that these concerts are seen as events people prepare for well in advance. Creating an original costume for the occasion thus becomes a way to make the concert even more special, feeling part of something in a kind of collective celebration.

But upon closer inspection, more than the desire to show off, what matters is the sense of belonging to a specific niche, through a series of references that only those who share the same imagination can fully understand. It’s no coincidence that designing the look often becomes an integral part of the experience: some people even document each step with dedicated content on TikTok and Instagram. Moreover, it is not uncommon for the artists themselves to encourage this participatory spirit by reposting the most successful cosplays on their channels. Finally, it should be noted that this trend is not limited to music: it is also emerging in the film industry, where the release of highly anticipated titles gives rise to similar phenomena of cosplay and shared celebration. More generally, these forms of fandom are now taken very seriously by the entertainment industry, which has understood how important it is to capitalize on these highly loyal niche audiences.