Christian Dior has scored a major celebrity endorsement win after Taylor Swift and Travis Kelce wore haute couture designs by creative director Jonathan Anderson for their wedding in New York.

The couple, who married at Madison Square Garden on 3 July, both wore custom Dior looks created in the luxury house’s ateliers at 30 Avenue Montaigne in Paris.

No official photographs have yet been released from the tightly controlled celebration, but the commission is already being seen as a significant coup for Dior as it looks to build momentum under Anderson’s creative direction.

The Northern Irish designer, who previously spent 11 years at Loewe, took the reins at Dior last year and is looking to put his stamp on one of LVMH’s most important luxury houses.

Designing Swift’s bridal gown gives Anderson one of fashion’s most high-profile commissions of recent years, with the singer’s global fanbase and 273 million Instagram followers offering Dior a level of visibility few campaigns could match.

The win also hands Dior an edge in its intensifying rivalry with Chanel, which is also entering a new creative era under Matthieu Blazy.

Blazy recently made his haute couture bridal debut with Dua Lipa’s beaded Chanel gown for her wedding in Sicily, giving the French fashion house a major pop culture moment of its own.

However, the scale of attention around Swift and Kelce’s wedding is expected to generate far wider exposure for Dior, particularly as luxury brands fight for cultural relevance against a weaker consumer backdrop.

Speculation over Swift’s gown had been building for weeks ahead of the ceremony, with Stella McCartney and Givenchy’s Sarah Burton among the designers tipped as possible contenders.

Swift has often worn high-end fashion but rarely attends major fashion events, and has frequently backed smaller or independent brands. Her engagement ring was created by Artifex Fine Jewelry, while she wore Ralph Lauren for the couple’s engagement shoot.

Anderson has already had a busy bridal season at Dior. In recent weeks, the house has unveiled haute couture wedding gowns designed by him for Chinese model Ming Xi and Brazilian influencer Elisa Zarzur.

The timing of Swift’s Dior reveal is also well placed for Anderson, who is showing Dior’s fall/winter haute couture collection in Paris on Monday.

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