That’s so aesthetic: The crucial role of aesthetic and fashion in album promotion

Aesthetics and fashion are fundamental in crafting an artist’s image, and with the music industry growing ever more competitive, it is important now more than ever that artists demonstrate uniqueness to gain visibility. The industry is saturated by formula, talent shows, and record labels attempting to mould artists into replicas of their predecessors, believing that this will pave the way to success. Rather, it has the opposite effect, with artists who evidence a cohesive aesthetic rising to fame. Artists such as RAYE, Sabrina Carpenter, Chappell Roan, and Zara Larsson all exemplify this, becoming ingrained into pop-culture and musical history.  

Sam Capper, Film Editor: RAYE

RAYE is one of the most unique artists in music right now, and her recent sophomore album THIS MUSIC MAY CONTAIN HOPE. proves that. The record is vast and genre-defying, introspective yet encompassing, and is a testament to RAYE’s depth of knowledge and range of influences. RAYE’s aesthetic image only enhances the singularity of her music, as she has gradually built a distinctive style which perfectly encapsulates the timelessness of her artistry.   

RAYE performs in outfits which exude class, charisma, and cinematic sophistication, paying homage to old-Hollywood fashion. RAYE’s stylist, Eniola Dare, told British Vogue that “RAYE plays with genres in a way that’s fluid … there are nods to jazz, Motown, soul, pop … we wanted her tour wardrobe to mirror that same juxtaposition.”   

Her show opens with the dramatic “floor-length fake-fur coat” she sings of in ‘Winter Woman’, paired with the “black cat-eye sunglasses” she hides her tears with in ‘I Will Overcome’, and chunky, glinting silver jewellery. In this moment, alone against a grand red curtain, RAYE is an image of grief veiled in luxury, a replica of the heartbroken woman we meet at the beginning of her record.  

It is not long, however, before the ‘hope’ RAYE promises her audience manifests itself on the stage. The singer-songwriter’s tour wardrobe is led by luxurious red dresses sometimes bedazzled with gems, otherwise simplistic and silky. They’re the kind we see in the ‘WHERE IS MY HUSBAND!’ music video and the album’s cover art, the kind she pairs with an identically striking scarlet lipstick. The cohesion between lyric, video and stage is flawless. It all sings of a joyful golden-age optimism, so that when RAYE’s lyrics pierce the pains of life to the core, there’s an element of comfort. She’s an image of healing. She has overcome.   

Pyper Levingstone, Writer: Sabrina Carpenter

From Disney to 5,000 concert attendees to headlining this year’s Coachella, Sabrina Carpenter has certainly taken the music industry by storm. Her two latest albums, Short n’ Sweet and Man’s Best Friend, have catapulted her into millions of playlists and sold-out arenas across the globe. However, what has enticed such widespread popularity in recent years? Whilst Carpenter is no stranger to the controversial comments regarding her lyrics and outfits, her entire aesthetic has served an important role in promoting her albums, music videos, merchandise, and sound, boosting her popularity on streaming platforms and the main stage.   

Although she decided not to tour with her latest album, releasing it during her fifteen-month-long Short n’ Sweet Tour, that did not stop her from putting on a performance to remember at Coachella this April. A recent interview with Perfect Magazine describes how she spent seven months working on the set of ‘Sabrinawood’, showcased in her movie-esque production. Introducing her stunning spectacle, she opens with ‘House Tour’, instantly creating a visually pleasing and enjoyable show.   

This opening perfectly coincides with the music video featuring Madeline Cline and Margaret Qualley. Carpenter’s music videos, concerts and songs all embody what the album represents – navigating the complexities of life in your twenties through witty portrayals of romance, to the more devastating aspects of heartbreak. This was further conveyed through her performances of other tracks, including ‘Sugar Talking’ and ‘We Almost Broke Up Again Last Night’. Not to mention, Queen of Pop, Madonna, made an appearance, solidifying her ability to put on a captivating show! From her signature blonde hair and sparkly outfits to her visually pleasing set designs and dancers, Carpenter’s aesthetics serve to boost her significance within the pop-culture industry as she continues to deliver mesmerising spectacles and entertaining, yet emotionally heart-wrenching, albums. 

Ella Smith, Head of Events: Chappell Roan

Chappell Roan’s debut album, The Rise and Fall of a Midwest Princess, explores love and heartbreak as a queer woman. Nominated for Album of the Year at the 2025 Grammys, the album highlights Roan’s ability to create something entirely unique while still connecting with millions of listeners.   

The album’s success is linked to the distinct aesthetic Roan has curated, assisted by her stylist Genesis Webb, to create a fantasy-inspired style, a love letter to queerness and originality. The album cover pictures her as a beauty pageant contestant, with dramatic white face paint, thin eyebrows, and her signature red hair. Roan’s maximalist style of clashing colours and dramatic theatrics is indicative of her unique aesthetic, defiantly rejecting conventional beauty standards and expectations for a pop artist.   

Roan has vocalised the influence of drag artists on her craft, proclaiming “I’m your favourite artist’s favourite artist” at Coachella in a reference to Sasha Colby, the Season 15 winner of RuPaul’s Drag Race. Furthermore, Roan dedicated her Best New Artist acceptance speech at the 2024 VMA’s to “all the drag artists who inspire me […] to queer and trans people who fuel pop”. These influences are evident in the costuming and world-building of her performances, unapologetic explorations of girlhood and queerness. Her performance of ‘Good Luck Babe!’ at the 2024 VMA’s saw Roan adorn a chainmail suit of armour, referencing Joan of Arc. Roan also performed in green body paint and a wig at the Governor’s Music Ball, becoming a vision of the Statue of Liberty.   

Never afraid to stand out, Roan encouraged her fans attending her tour to dress according to each show’s theme. Performing at a time when different isn’t necessarily seen as good, Roan is determined to take up space, encourage self-expression, and remind us not to take ourselves too seriously.   

Illustration: Eva Korsunov / The Boar

Abbie Fox, Writer: Zara Larsson

With the release of Zara Larsson’s new album Midnight Sun, the pop icon has made a fierce comeback to the music scene: everyone is empowered by the marketing of Larsson’s reinvented Malibu Barbie aesthetic. Her appearance on the 2025 MTV VMAs’ red carpet gained her recognition as a fashion icon, her bedazzled, sheer dress and matching flower hair accessory characteristic of her new marketing.  

The virality of Larsson’s looks online has led to fans replicating them at her concerts throughout her 2025-2026 international tour. This involves outfits featuring bright colours and sequins, with equally fun and maximalist makeup looks, seemingly inspired by the likes of Winx Club and the Y2K aesthetic. A far cry from the ‘clean girl’ trend, Larsson spearheads the reintroduction of maximalism to the fashion world, and what better time to reintroduce ‘Lush Life’ to the world than 2026, the new 2016? Artist Lisa Frank’s colourful dolphin image was paired online with Larsson’s hit ‘Symphony’ in a “hopecore” TikTok meme. Unperturbed by the attention, Larsson has embraced this vibe, achieving her iconic looks with the help of her all-female team, including stylist Caterina Ospina, makeup artist Sophia Sinot, and rotating costume designers.  

Although ‘Lush Life’ was released in the summer of 2015, the fan-made dance choreography has recently gone viral. Larsson has been pulling fans up on stage to dance with her as she spray paints bright colours onto a white t-shirt, providing them with a personalised gift and a core memory. If anyone remembers anything about Larsson’s recent live shows, it’s Julia Coster performing alongside her live in Amsterdam. 

In an increasingly oversaturated industry, performance and fashion are often sidelined, however, Larsson’s instantly recognisable brand and performance style is a sign of both marketing and musical talent. It will certainly be a while before people stop associating hibiscus flowers and rhinestone eye makeup with the Swedish singer. 

Aesthetic uniqueness inspires curiosity, curiosity in turn ignites popularity, and popularity ultimately leads to profit

So, it seems that without risk there can be no reward. Through breaking the mould, artists are able to establish their individuality against competitors and create a recognisable image that their audience can engage with. By curating an album that revolves around a specific aesthetic and sound, with the music videos, merchandise, and even the artist’s fashion within their respective press junkets neatly tying into one signature style, their career is automatically boosted through these reinventions. Overall, aesthetic uniqueness inspires curiosity, curiosity in turn ignites popularity, and popularity ultimately leads to profit.