In August, Nell Diamond, who runs the fashion and lifestyle brand Hill House Home, was in Montana on bridesmaid duty, getting ready for her best friend’s wedding reception. Peeking at her phone between hair and makeup, she found over 100 texts from her employees, and messages kept rolling in. 

“At first, I couldn’t figure out what we were freaking out about,” said Diamond, founder and CEO of the brand best known for its Nap Dress. Then she saw: Taylor Swift had worn a black matching set from Hill House to the rehearsal dinner of her frequent collaborator Jack Antonoff and actress Margaret Qualley, and paparazzi photos were swarming the internet.