How Taylor Swift’s Eras Tour Took Over the Entire World

On the morning that Taylor Swift’s “Eras Tour” is about to begin a three-night stand in Dublin, the older gentleman taking charge of my passport at airport customs has clearly had his fill of Swifties, probably processing them by the hundreds already today. When I reveal myself to be one too — despite being arguably the wrong gender, inarguably old and lacking a telltale “Lover” mascara star over my right eye — his disdain is palpable. Suddenly, I’m getting way more screening questions than anyone not on a watch list should. “What do you like about her?” he sneers, peering up over specs.

This is probably the wrong time for me to point out Swift’s Irish heritage, or to assert that she is this generation’s James Joyce. (The original king of the Easter eggs, right?) I wouldn’t really go that far — I’m only on record as doing my best to certify her as this century’s Beatles. Trying to figure out how to answer him, the past 18 years of extolling Swift in print flash before my eyes. I end up murmuring the bare minimum: “Um, her songwriting.” This seems to disturb him further. He snaps back: “Aren’t they all the same song” — a slight pause, and I know what’s coming next — “about her breakups?” Then, abruptly, he stamps me through, sparing me a detour to Interpol for more grilling.

In the cab into town, the driver is blasting a local talk-radio personality sharing his dismay about the fans of an awful superstar taking over his country. The host reads an email sent in from a hater who says, “A year ago, when tickets went on sale, my partner and I made a reservation to take our kids out of the country this Friday morning. … Thank you for creating a safe space with your show.” I start to wonder if Swift might have met her match at the Cliffs of Moher.

But from my drop-off forward, the next three days are like living in a Swift-topia. The mile and a half to Aviva Stadium each night is like Disneyland when it shuts its doors early for an affinity group. Whether stopping in the pubs or walking through the charming neighborhood of Victorian brick homes adjoining the fancy new stadium, there’s that warm feeling of people who are united by one quality: They are all super in touch with their feelings — or else they wouldn’t be Swift fans. And they all are happy to stop on the street or over pints to talk about poetical expression. (Well, except for the occasional taciturn, invariably straight young male who has signified his supportive-plus-one status by wearing a jersey bearing the name of Swift’s Super Bowl beau, Travis Kelce.)

So it is that I end up chatting with a middle-aged gay man in a sequin-covered shirt whose female companion whispers to me, while he steps away to trade friendship bracelets with a 10-year-old girl and her mum, that Swift’s music just helped him through a difficult breakup. The girl then runs off to trade her homemade bracelets with a pair of high-helmeted Dublin policemen loaded up to their own elbows with friendship swag — unexpected accessories for long arms of the law.

All the stories about American Swifties swarming overseas to catch “The Eras Tour” turn out to be true: You couldn’t swing a neon golf club around here without hitting a Yank. Approximately one out of every five fans I approach is visiting from the States — and the jubilation they’re feeling about the night’s impending concert is compounded by the fact that nearly all of them financed a European vacation and a concert ticket for roughly the same amount they would have paid on a secondary ticketing site for a typical four-figure ticket to one of last year’s predatorily repriced U.S. shows.

Remember the venerable stereotype of the Ugly Americans, brusquely trampling over refined Europeans in their travels? Thanks to Taylor Swift, who has a gift for laying out global welcome mats, this is the summer of the Spangly American.

At the stadium on night one, just down the row from me are a group of millennials from New Jersey, several in glam unitards inspired by the “Lover” or “1989” portions of the career-spanning show and looking like they were costumed by Swift’s own designer, with fake jewel-encrusted microphones to match. I ask how many hours went into perfecting these nearly pro-grade outfits.

“About 80 hours for mine,” says Megan McLaughlin. “Hers probably longer,” she adds, nodding toward one of her sisters, Margo Steinberg. “She knows all the glues and the best gems.” Indeed, confirms Steinberg, “I was working on mine since January. And, yes, I did quit my job to finish it!” She adds, when I ask if she cares to share any secrets to a particularly good look, “You have to use the B-7000 glue.” (A third sister, Amelia McLaughlin, admits she resorted to buying her spangly dress off Etsy — “I was doing a PhD, but I had to match these girls’ enthusiasm” — while a fourth, Carolyn McLaughlin, skipped the glitter and went for a red dress that matches Swift’s from the “I Bet You Think About Me” video.)

Certainly, there is an element of cosplay to many of the fans’ outfits. Some have seen footage of the new segment Swift added to the tour beginning in April 2024 — devoted to her most recent album, the 31-song “Tortured Poets Department” — and have managed to manufacture gowns that look like they’re made of paper and feature lyric excerpts printed on them in script, à la Swift’s custom-made Vivienne Westwood dress. I meet a group of American women who became friends as literature majors in college who have “Tortured Poets”-themed outfits, one duplicating the Westwood dress and the other with handmade printouts of the latest album’s lyrics pinned all over her black dress, as if she were literally pulling pages out of Swift’s playbook.