Global pop sensation Taylor Swift has unexpectedly ushered in what fans are calling her 'Croydon era' after choosing the Whitgift Shopping Centre in Croydon as the filming location for her latest music video. The release of the six-minute video for her single 'Opalite' on Friday, February 6, has sparked widespread attention, highlighting a surprising fusion of international stardom with one of London's most beleaguered retail destinations.
A Struggling Shopping Centre Receives a Star-Studded Boost
The Whitgift Centre, a three-storey shopping mall in Croydon, has faced significant challenges in recent years. According to reports from Inside Croydon, as of October 2025, the centre had 73 vacant units, with many visitors describing it as 'absolutely dreadful' and a 'let down' due to numerous closed shops. Structural issues, including a leaking glass roof that requires buckets to collect rainfall, have compounded its decline. Furthermore, a long-standing plan to redevelop the site into a Croydon Westfield has been abandoned, leaving the future of the centre uncertain.
However, Taylor Swift's decision to film her music video there has injected a rare moment of positivity and glamour into the ailing building. The video features a host of celebrity appearances, including Irish actor Domhnall Gleeson, known for roles in Harry Potter and Ex Machina, presenter Graham Norton, Oscar-winning actor Cillian Murphy from Oppenheimer and Peaky Blinders, and Scottish singer Lewis Capaldi. Their involvement has transformed the centre into an unlikely backdrop for creative silliness and high-profile entertainment.
Local Reactions and Political Engagement
The filming has generated excitement among local residents and politicians, who have seized the opportunity to celebrate Croydon's moment in the spotlight. Local MP Sarah Jones expressed pride on social media, posting: 'Not every day Taylor Swift films a video in Croydon’s Whitgift Centre!' Fans echoed this sentiment, with comments such as 'The concept of Taylor Swift in Croydon is sending me' and 'Only Taylor Swift could make Croydon of all places look nice.'
Adding to the hype, Labour’s Candidate for Mayor of Croydon, Rowenna Davis, posted a video of herself on the same escalator featured in Swift's production. Imitating Swift with a spray bottle, Davis thanked the singer for 'bringing a bit of sparkle' back to the centre and pledged to revitalise the town centre if elected, leveraging the attention for local advocacy.
Behind the Scenes: The Video's Creative Origins
In a social media post, Taylor Swift revealed the inspiration behind the video. She explained that during an appearance on the Graham Norton show, she was grouped with actors Cillian Murphy, Domhnall Gleeson, Greta Lee, Jodie Turner-Smith, and Lewis Capaldi. Gleeson jokingly asked to be in her music video, prompting Swift to turn the idea into reality by scripting a video and inviting the entire cast, along with Norton, to participate.
Swift shared: 'To my delight, everyone from the show made the effort to time travel back to the 90s with us and help with this video. I had more fun than I ever imagined - made new friends, metaphors, and fashion choices. It was an absolute thrill to create this story and these characters. Shot on film. The Opalite video is out now on Spotify & Apple Music.'
Broader Context and Album Connections
Rumours of the video being filmed in Croydon had circulated since late last year, as previously reported by London Now. 'Opalite' is the second single from Swift's album 'The Life Of A Showgirl', released on October 3. The song holds personal significance for Swift, as she has disclosed that it is about her fiancé, NFL player Travis Kelce, whose birthstone is opal, adding an emotional layer to the creative project.
This event underscores how high-profile cultural moments can temporarily uplift local areas, drawing attention to both their challenges and potential. While the Whitgift Centre's long-term prospects remain uncertain, Taylor Swift's 'Croydon era' has certainly provided a memorable and glittering interlude for the community and fans worldwide.
