By: Camila Rua/ Translated by: Lorena Gómez 

The months of February and March of 2025 in Latin America are marked by the Colombian singer Shakira's tour, "Las Mujeres Ya No Lloran World Tour." A similar situation occurred last year with tours from artists such as Karol G, Linkin Park, and Ferxxo, making them some of the most searched topics on platforms like Mercado Libre. These searches, in turn, imply the consumption of themed clothing that may be for single use only.

Over Colombian social media, the last two weekends were filled with content and information about Shakira's concerts in different cities, Barranquilla and Bogotá, as well as the cancellation of two of them, one in Medellín and the other in Chile.

Among this content, there were clothing and beauty brands that made launches for this particular eventMoreover, there were videos with outfit ideas or people preparing for the event with sparkling clothing, cropped tops, and the skirt or sarong for belly dance, which became a signature accessory in several examples.

Similarly, the same occurred with fashion and beauty elements for musical events during 2024. The concerts’ trend was led by Karol G with more than 463,000 searches in Argentina, Chile, Colombia, and Mexico, according to Mercado Libre's "Fashion & Beauty 2024 report".

The same report mentions: "During the week of the concerts in each country, the most searched items included pink clothingand wigs, glitter makeup, and bold prints, as well as cowboy boots, cowboy hats, tutu-style pleated skirts, t-shirts, and nail polishes."

The search and use of items like tutu skirts, cowboy hats, or belly dance sarongs for such specific events reflects accelerated and disposable consumption patterns. Because the chosen clothing belongs to very specific styles and events, the likelihood of reusing any of those items in the future is minimal.

In this sense, it is necessary for attendees of these events to try to wear clothes they already have in their wardrobe or choose high-quality items they truly feel comfortable with and that fit their style. Also, brands need to find ways to generate revenue during these big events that generate large amounts of money, beyond launching one-time-use clothing.