She doesn’t design sensational fashion shows, nor has she been appointed artistic director of a major fashion house. Nevertheless, Shiona Turini is one of the most influential and prominent figures in fashion today. Discreet and described as “ultra-professional,” the former communications specialist and influencer from Bermuda is advising Beyoncé on her wardrobe choices for her current tour, which had an extended stay in Paris on June 19, 21, and 22.
Since the start of the “Cowboy Carter Tour,” which kicked off at the end of April in Inglewood, California, Turini has overseen and selected custom looks for the star, pieces designed by Burberry, Diesel, Mugler, Schiaparelli and MM6 Maison Margiela. At every show, her new looks have been shared endlessly on social media. Pop stars’ concerts have become a prime playground for fashion. “When we started designing tour costumes back in 2006, only Roberto Cavalli and Donatella Versace were really playing that game,” said David Blond, creative director of The Blonds, a New York label famed for its flamboyant stage outfits worn by Madonna, Lady Gaga and Rihanna. “Today, the model has become industrialized, demand has blown up and everything is more professional.”
By dressing a diva, “beyond massive global reach and exposure, the brand becomes part of a major cultural event that can create relevant, elevated brand perception for both new and existing customers,” said Katy Lubin, vice president of marketing at Lyst, a shopping platform that measures brands’ media and cultural reach. In his Milan studio, where sketches and patterns for Beyoncé are pinned to the walls, Fausto Puglisi, the affable artistic director of Roberto Cavalli, put it simply: “A star’s stage costume is like a royal outfit: Your brand is showcased by the king or queen of pop.”
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