The Monterey Bay Aquarium in California has raised more than $2 million for sea otter conservation in just two days by selling a vintage sea otter T-shirt worn by Taylor Swift.
The 1993 Monterey Bay Aquarium T-shirt became a coveted item after Swift was seen wearing the garment in a release party movie for her new album, The Life of a Showgirl.
After going viral, the aquarium enjoyed a wave of $13 donations, the singer's lucky number, from fans. It then tracked down the original artwork and re-released the product as part of a special campaign to raise $1.3m.
The reproduced item was made using PVC-free, water-based ink, which is "better for the planet and our ocean", the Monterey Bay Aquarium said.
The T-shirts are also 100 percent cotton, which "doesn't shed microplastics in the wash", it added.
The limited-time campaign raised $2.3m in less than two days, and the funds will be used to support its sea otter programme and other marine conservation work.
Monterey Bay Aquarium T-shirt re-release
"Swifties, you truly walk the talk," the Monterey Bay Aquarium wrote on its website.
"The Taylor effect was in full force, putting the spotlight on this adorable keystone species and the aquarium's mission to inspire conservation of the ocean," it added.
As well as inadvertently raising money for sea otter conservation, Swift's new album has been driving attendance at the Hessische Landesmuseum in the German city of Wiesbaden.
Fans are flocking to the museum to view a painting of Ophelia, which resembles the opening scene of Swift's music video for 'The Fate of Ophelia'.
"We're really enjoying this attention – it's a lot of fun," museum spokesperson Susanne Hirschmann told the Associated Press.
Images courtesy of the Monterey Bay Aquarium
