Taylor Swift's eras: What she was trying to say with each album's style (2024)

When Taylor Swift drops new music, fans know to look out for everything around the songs. The outfits, the fonts, the music videos and more also tell a story — the story of that album’s aesthetic. So with every album, comes an era.

Swifties know that their monarch tends to embed "clues" everywhere, from song lyrics to liner notes. Nothing, it seems, is an accident. Her aesthetic choices only help to emphasize just how deliberate she is in her framing of an album as a "story," or a moment.

For example, Swift surprised fans with her slinky, fierce attitude on "Reputation" in 2017, conveyed through lyrics and imagery (specifically, snake imagery). The subsequent album "Lover," out in 2019, explored a more romantic side of Swift, in which butterflies, rainbows and happiness reigned supreme.

While Swift doesn't often address her personal life, she said she embeds references into the lyrics. So "Reputation," the 2017 album written following her public feud with Kim Kardashian and then-husband Ye (the artist formerly known as Kanye West), would have a different vibe than "Lover," thought to be an ode to her relationship with boyfriend Joe Alwyn.

Swift's aesthetic shifts are stark enough than fans can identify themselves in tandem with her various looks — or even to have parties where everyone comes dressed as their favorite Taylor Swift era.

Think of each album as having a personality. If you hear someone say, “I’m in my ‘Reputation’ era right now,” for example ... run — they're probably secretly plotting revenge on you and your entire bloodline.

Ahead of the impending release of “Midnights” on Oct. 21, we’re taking a trip down memory lane to explore and remember all of Taylor Swift’s most memorable eras and what each aesthetic contributed to its corresponding album(s).

'Midnights' (2022)

Taylor Swift's eras: What she was trying to say with each album's style (1)

Swift's 10th studio album, "Midnights," is shaping up to be another example of a vibe shift for Swift.

From what we've seen so far, it appears as though "Midnights" will be a blast to the past, with a Stevie Nicks-esque energy — and track names like "Bejeweled" and "Lavender Haze" certainly emphasize that charming '70s vibe.

There's ample evidence of a retro-inspired aesthetic. In social media content to promoting the album, Swift is often wearing mod patterns before a backdrop with color-blocked wallpaper and velvet furniture reminiscent of the '70s.

Lyrically, the songs are poised to explore one of her favorite themes: late nights, whether sleepless from anxiety or from adventure. She said the new track "Anti-Hero" would be about her insecurities.

Plus, there will bethree special edition covers for the vinyl albums.Target will also release an exclusive lavender edition of the vinyl album. From the vinyl covers, fans can see that there's definitely a retro element to the aesthetic of this album.

Taylor Swift's eras: What she was trying to say with each album's style (2)

'folklore' and 'evermore' (2020)

Taylor Swift's eras: What she was trying to say with each album's style (3)

"Folklore" and "evermore" were released five months apart in 2020, both surprise drops. Some fans theorized a third album, "woodvale," was on the way — but Swift said the album artwork containing the word "woodvale" was a "mistake" while on "Jimmy Kimmel Live!"

Written during the lockdown phase of the pandemic, the albums have a similar aesthetic. Both "folklore" and "evermore" exude a woodsy kind of vibe — one that might make you wish you were a fairy living in a little mushroom house.

During this era, we saw Swift wearing an abundance of cozy sweaters, long, stylish coats, lots of velvet ... and basically anything that screamed "cottagecore."

Fans often try to re-create this era by styling their hair in Swift's iconic braid displayed on the cover of "evermore" or wearing a flannel (bonus points if you're gallivanting through the woods).

'Lover' (2019)

Taylor Swift's eras: What she was trying to say with each album's style (4)

If you've been to any department store in the last three years or so, you've probably heard the song "ME!", featuring Brendon Urie and Swift's first single off the album "Lover."

Although this song didn't quite accurately represent the romantic nature of the album, the visuals definitely aligned. "Lover" was a time of bright colors and dreamy visuals.

On the cover of the album, Swift is sporting blue ombré-d hair in front of a swirling background of colorful clouds. You can also really see Swift's desire to color the world of "Lover" in the music video for the titular track on the album.

For visual proof of this larger-than-life rainbow aesthetic, fans can look to her "Lover" performance on "Saturday Night Live" in 2019, or her performance at the 2019 Billboard Music Awards.

'Reputation' (2017)

Taylor Swift's eras: What she was trying to say with each album's style (5)

With the release of “Reputation” in 2017, Swift shifted her vibe from “America’s musical sweetheart” to “don’t f--- with me” — and all it took was a wardrobe change.

Throughout her “Reputation” era, Swift ensured a very consistent aesthetic: black ‘fits, snakes galore, lots of knee-high black boots and dark lips to match.

The catalyst of Swift's "Reputation" era seems to be the gossip and rumors trailing her the year prior.

In the summer of 2016, Swift was in the spotlight alongside Ye (formerly Kanye West) and then-wife Kim Kardashian over Ye's song lyrics about Swift and whether she had given her consent. In a now-deleted tweet, West claimed he "had a hour long convo" with Swift and that she gave him her "blessings."

Swift denied that via her rep. “Kanye did not call for approval, but to ask Taylor to release his single ‘Famous’ on her Twitter account,” the rep said at the time. “She declined and cautioned him about releasing a song with such a strong misogynistic message. Taylor was never made aware of the actual lyric, ‘I made that b---- famous.’”


Taylor Swift's eras: What she was trying to say with each album's style (6)

This story continued to escalate with tweets and leaked audio tapes, leading to Swift finally issuing a statement with her famous line, "I would very much like to be excluded from this narrative," featured at the end of the "Look What You Made Me Do" music video.

The video for "Look What You Made Me Do," the album's first single, encapsulates Swift's fierce presentation of herself. The video features Swift in various settings: a zombie, an heiress-like figure clad in diamonds in a bathtub, a biker chick, her sitting on a throne as a snake served her tea (the symbolism!!!), etc.

In a knowing and meta moment, Swift stands atop a mountain of past iterations of herself — the “old Taylor” who is “dead,” as the song’s lyrics declare. (More on those old Taylors below.)

Oh, and speaking of snakes, remember when Kim Kardashian famously (but perhaps indirectly) called Swift a "snake" on Twitter and then Swift used 35-foot inflatable snakes as set pieces on her Reputation tour? Yeah, us too.

'1989' (2014)

Taylor Swift's eras: What she was trying to say with each album's style (7)

As the song "Style" goes, Swift certainly had that "red lip, classic thing," going on during her "1989" era. During this time, Swift transformed into the global pop star she is today — and had the look to prove it.

While all of Swift's previous albums focused on a country sound (with "Red" dipping into both pop and country), she made the full transition to pop with "1989" — which New York Times music critic Jon Caramanica called a "thriving" era for her.

The aesthetic of “1989” celebrated youth and the freedom that comes with growing up — but also a sadness, too.

She seems to long for what’s already passed her by, a craving for nostalgia made evident from the polaroid-inspired cover art Swift chose for her 2014 album, as well as the accompanying polaroid photo series.

Taylor Swift's eras: What she was trying to say with each album's style (8)

One of the biggest changes for Swift to come out of her "1989" era was the bob haircut she sported for much of this album's span. She also donned red lipstick and nails, white sunglasses and polka dots — and lots of sequins.

And who could forget some of the unforgettable music videos that were released for "1989"?

“Blank Space,” one of the singles off “1989,” is Swift playing into the public's perception of her — that she’s a love-crazed woman with a Rolodex of love interests — and the music video is a dramatization of that. Swift plays a rich woman who turns mad and ruins her boyfriend's life until the next guy comes along.

In "1989," Swift seemed to be coming into her power and having fun while doing so.

'Red' (2012)

Taylor Swift's eras: What she was trying to say with each album's style (9)

As the album name suggests, Swift certainly incorporated the color red into a lot of promotional assets for this album — but that wasn't the only sartorial trend to come out of this era.

For example, around the time of "Red's" release, Swift started consistently wearing her trademark bangs hairstyle.

Another attention-grabbing look from her "Red" era was an outfit from her "22" music video, where she's wearing a shirt that says "not a lot going on at the moment" with a black hat and shorts.

At the time in 2013, the phrase wasn't as significant as it is now — but in 2020, Swift used this phrase not once, but twice in Instagram posts to hint at a pattern of her dropping surprise albums. Swift certainly knows how to keep the fans on their toes.

Taylor Swift's eras: What she was trying to say with each album's style (10)

'Speak Now' (2010)

Taylor Swift's eras: What she was trying to say with each album's style (11)

"Speak Now" walked so "folklore" and "evermore" could run. When you think of "Speak Now," think romantic — flowing dresses and flowing hair. During the era of "Speak Now," Swift embraced lush aesthetics and added an air of fantasy to the promotion of this album.

One of the songs on the album that perfectly depicts this fairy tale energy is "Enchanted," which coincidentally is the most streamed song on the 2010 album, coming in at over 300 million streams according to Spotify.

Taylor Swift's eras: What she was trying to say with each album's style (12)

'Fearless' (2008)

Taylor Swift's eras: What she was trying to say with each album's style (13)

"Fearless" marked the time when Swift really started making an international name for herself as a country-pop singer/songwriter.

"Fearless," Swift's second album, is chock-full of hits: "Love Story," "You Belong with Me," "Fifteen," "White Horse," among others.

Throughout the “Fearless” era, Swift seemed to start exploring her style — and embracing her individuality — more. This was the era of Swift's legendary big, blond curls.

Taylor Swift's eras: What she was trying to say with each album's style (14)

'Taylor Swift' (2006)

Taylor Swift's eras: What she was trying to say with each album's style (15)

“Taylor Swift,” her debut album released in 2006, was the start of what was to become a very long and successful career.

This album solidified Swift as an up-and-coming country singer. As a girl from a small town in Pennsylvania, Swift really embraced the “just a girl with her guitar” vibe as she began navigating her place in the music industry.

Taylor Swift's eras: What she was trying to say with each album's style (16)

If the first few seconds of "Our Song" don't already send you back to awkward school dances and singing in the back of your parents' car ... it's not too late to make some memories with the song.

More about 'Midnights'

  • Taylor Swift says 'Anti-Hero,' new 'Midnights' song, will delve 'far' into her insecurities
  • Everything we know about Taylor Swift's new album, 'Midnights'
  • ‘Midnights’ tracklist: Song names of Taylor Swift’s new album

Madeline Merinuk

Madeline Merinuk is a writer and newsletter editor at TODAY.com where she reports on pop culture, lifestyle and trending news. She's a graduate of Hofstra University with a B.A. in Journalism.

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Concepts Related to Taylor Swift's Music Aesthetics

Taylor Swift's Aesthetic Choices: Taylor Swift is known for embedding "clues" everywhere, from song lyrics to liner notes, emphasizing the deliberate framing of each album as a "story" or a moment. Her aesthetic choices, including outfits, fonts, and music videos, contribute to the storytelling of each album's era.

Album Eras: Each of Taylor Swift's albums represents a distinct era with a unique aesthetic, reflecting the themes and emotions conveyed in the music. Fans often identify themselves with specific eras and even have parties where everyone dresses as their favorite Taylor Swift era.

Specific Album Aesthetics:

  • "Midnights" (2022): The album "Midnights" is characterized by a retro-inspired aesthetic, with a Stevie Nicks-esque energy and a '70s vibe. The songs explore themes of late nights, anxiety, and adventure, with special edition vinyl album covers and a lavender edition exclusive to Target.
  • "folklore" and "evermore" (2020): These albums exude a woodsy, cottagecore aesthetic, with cozy sweaters, stylish coats, and a fairy tale-like vibe.
  • "Lover" (2019): "Lover" features a romantic, colorful, and dreamy aesthetic, reflected in the album cover, music videos, and live performances.
  • "Reputation" (2017): Swift's "Reputation" era reflects a fierce, dark aesthetic with consistent black outfits, snake imagery, and a strong visual presentation in music videos and performances.
  • "1989" (2014): This era celebrates youth and freedom, featuring a pop star transformation for Swift, characterized by red lipstick, sequins, and a longing for nostalgia.
  • "Red" (2012): The "Red" era incorporates the color red into promotional assets and features Swift's trademark bangs hairstyle and iconic outfits.
  • "Speak Now" (2010): The "Speak Now" era embraces lush, romantic aesthetics and a fairy tale energy, reflected in the promotion of the album and the song "Enchanted."
  • "Fearless" (2008): Swift's "Fearless" era marks her international breakthrough, featuring hits like "Love Story" and "You Belong with Me" and showcasing her exploration of style and individuality.
  • "Taylor Swift" (2006): Swift's debut album reflects a country singer's beginnings, embracing a "just a girl with her guitar" vibe and setting the stage for her successful career.

These concepts capture the essence of Taylor Swift's music aesthetics and the evolution of her artistic expression across different album eras.

Taylor Swift's eras: What she was trying to say with each album's style (2024)

FAQs

How would you describe Taylor Swift's music style? ›

HER VERSATILITY. From country, to pop, to indie folk, Swift has expertly navigated switching genres throughout her career.

What does eras of Taylor Swift mean? ›

Take the queen of eras Taylor Swift, for instance — many associate specific periods of their life with the messages and themes of her albums. A "folklore era" could mean being reflective, while a "reputation era" may mean you're not phased by any gossip or hate coming your way.

What was Taylor Swift's best era? ›

In our ranking era for “The Eras Tour”: which Taylor Swift era is...
  • 8. “ Folklore” ...
  • 7. “ Taylor Swift” ...
  • 6. “ Speak Now” ...
  • 5. “ Lover” ...
  • 4. “ Fearless” ...
  • 3. “ Red” ...
  • 2. “ 1989” ...
  • 1. “ Reputation”
Oct 18, 2023

What is the meaning of the 1989 era of Taylor Swift? ›

The aesthetic of “1989” celebrated youth and the freedom that comes with growing up — but also a sadness, too. She seems to long for what's already passed her by, a craving for nostalgia made evident from the polaroid-inspired cover art Swift chose for her 2014 album, as well as the accompanying polaroid photo series.

What kind of style does Taylor Swift have? ›

"Swift effortlessly transitions from vintage-inspired looks to contemporary, edgier ensembles — always maintaining an air of sophistication." In recent weeks, many of Swift's street style looks have included basic wardrobe staples like baseball caps, denim, and loafers.

What did Taylor Swift write style about? ›

Swift was inspired to write "Style" by an unstable relationship which she compared to timeless fashion staples. The lyrics are about an on-again, off-again relationship, and the couple in question could not end it because they are never "out of style".

How many outfit changes did Taylor Swift have eras? ›

Each time Taylor Swift takes to the stage for an Era's tour date, she changes costume about 16 times, all while singing her way through her 14-album catalogue of hits. With visuals and symbology such a big part of Swift's creative canon, the tour outfits are integral to defining each body of work.

What eras stand for? ›

ERAS® is short for Enhanced Recovery After Surgery. The ERAS definition refers to a multimodal perioperative care pathway or protocol designed to achieve early recovery and reduced hospital stay for patients undergoing major surgery. ERAS® is: Patient-centered.

Why did Taylor Swift cancel the eras tour? ›

Taylor Swift now has a blank space in her Friday night plans. The superstar canceled the Nov. 10 show of her Eras Tour in Buenos Aires, Argentina, due to bad weather. Between 0.5 and 2 inches of rain and 40 mile per hour winds are expected in the area, according to NBC News.

What is Taylor Swift's least popular song? ›

These Taylor Swift Songs Are Her Least-Streamed Ever — Should They Be More Popular?
  • "It's Nice to Have a Friend" ...
  • "closure" ...
  • "Innocent" Republic Records. ...
  • "Sad Beautiful Tragic" Republic Records. ...
  • "The Outside" Big Machine Records. ...
  • "Labyrinth" Republic Records. ...
  • "This Love" Republic Records. ...
  • Finally, "epiphany" Taylor Swift.
Oct 26, 2023

What is the least popular Taylor Swift album? ›

"Taylor Swift" is widely regarded as Swift's worst album, but that's only because all her albums are good. Something has to be the "worst" — that's how rankings work — and "Taylor Swift" is often overlooked, being the singer's first and most rudimentary work.

Who was Taylor Swift's best ex? ›

Crowned Taylor swift's best ex, Taylor Lautner and Taylor Swift met on the set of the movie Valentine's Day, in which Swift had a cameo and were seen getting cozy on the set while filming. They dated for a few months in 2009 and 2010, but they broke up and this time it was Taylor Swift who did the deed.

What did Taylor Swift do when she was 14? ›

In 2004, at age 14, Taylor Swift signed a music publishing deal with Sony/ATV, thereby becoming the youngest signing in the company's history. In 2006 Swift signed with Big Machine Records and scored her first Top 40 hit with “Tim McGraw.”

What does 13 represent Taylor Swift? ›

The number 13 has had a special significance in Swift's career through the years. As she previously explained to MTV News, "I was born on the 13th. I turned 13 on Friday the 13th. My first album went gold in 13 weeks.

Is Taylor Swift married? ›

The public's relationship with Swift's relationship

Swift and Kelce are both 34, and neither have been engaged or married yet.

What makes Taylor Swift music unique? ›

Swift has a capacity for writing songs and lyrics that are very immediate, that tap into universal emotions and experiences, and that also play with her own public image, in a way that creates this self-perpetuating loop of interest and analysis of her music.

What's Taylor Swift's type? ›

You have to admit it, Taylor Swift kinda (read: most definitely) has a type... Her penchants for a particular sort of man – in this case, slim built men with English accents – has been evident throughout her dating history.

What is Taylor Swift singing type? ›

You just may be the same voice type as Taylor Swift. If you're a female singer reading this, you're most likely a mezzo-soprano, which is indeed the voice type Taylor Swift has. I'm going to explain it in easy to understand terms, just like I do in lessons with my students! Taylor's voice is very much a "medium" voice.

What type of songs is Taylor Swift known for? ›

Taylor Swift is primarily known for her pop albums, although she has ventured into many different directions with different genres as well. She swings between different genres because she likes to experiment with different sounds and how they would compliment her lyricism.

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