Bad Bunny, Taylor Swift and Beyoncé seem to share a secret to Grammy success: Can you guess what it is?

When it comes to winning Album of the Year at the Grammys, talent is nonnegotiable, but lately, fashion has been telling an interesting side story.

Over the past three years, the artists who took home the ceremony’s most prestigious award all shared one unexpected detail. They were dressed in custom Schiaparelli when they stepped onstage to accept their trophies.

Three different artists. Three different aesthetics. One couture house:

In 2024, Taylor Swift won Album of the Year for 'Midnights' wearing a custom white Schiaparelli gown.

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She wore a sleek and elegant look that balanced classic glamour with the house’s signature sculptural edge.

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The following year, Beyoncé continued the streak. When she claimed Album of the Year in 2025 for Cowboy Carter. 

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She did so in custom Schiaparelli haute couture, delivering a powerful fashion moment that matched the historic weight of her win.

© Kevin Winter

Most recently, Bad Bunny joined the list. The global superstar accepted Album of the Year in 2026 for 'DeBÍ TiRAR MáS FOToS' wearing a custom black velvet Schiaparelli tuxedo, bringing the couture house’s craftsmanship into sharp, modern menswear.

© Kevin Mazur

While there’s no formula for Grammy success, Schiaparelli has quietly become associated with music’s biggest night and its most coveted prize. Coincidence or good luck charm, the pattern is hard to ignore, and it adds yet another layer to the ongoing conversation about fashion’s growing role in pop culture’s most iconic moments.

Bad Bunny's emotional Grammy moment:

The Puerto Rican singer delivered one of the night’s most striking fashion moments, stepping onto the Grammy stage in custom Schiaparelli haute couture designed by creative director Daniel Roseberry. 

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The artist wore a black velvet smoking ensemble with a sharply tailored silhouette inspired by the original bottle of the maison’s iconic 'Shocking' fragrance, complete with a measuring-tape lapel, a laced-up back, and hand-faceted black broken-glass buttons. 

He finished the look with matching trousers, a white piqué cotton tuxedo shirt, and a black satin bow tie. It was a bold, couture-forward statement that matched the historic weight of his Album of the Year win for 'DeBÍ TiRAR MáS FOToS.'

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Bad Bunny’s moment extended far beyond the trophy in his hands. By choosing to address immigration and unity from the Grammy stage, he once again reinforced why his voice carries global influence, not just as an artist, but as a cultural force unafraid to speak directly to the moment. 

The standing ovation that followed was a clear reflection of how deeply his words resonated inside the arena, turning a routine acceptance speech into one of the night’s defining moments.