Taylor Swift drops new music video & THIS is the Taylor we've been waiting for
What’s Taylor Swift up to? She eclipsed an actual eclipse this week when she deleted her social media accounts, and then posted three videos of a slithering snake (haters and Kardashians refer to T-Swift as a snake). We all frantically speculated what the teaser campaign meant.
And, just as expected, the reptilian short films heralded the coming of new music. Taylor has announced that her sixth studio album, Reputation , will be out in November, and at last night's VMAs we got the first music video for Look What You Made Me Do.
Musically, it's not her usual in-your-face Shake It Off style banger – but there’s a pop undertone with echoes of old-school Gwen Stefani that does grow on you the more times you listen. (Side note: let’s not forget Katy Perry’s Chained To The Rhythmcomeback was a grower too, right?) "Look what you made me do," Taylor sings, which could be directed at, let’s face it, anyone from the Kardashians to the paparazzi – even the whole world.
The video is definitely diss-track territory: she's draped herself in black, red and leopard print and cast herself in a sexy, catchy, dramatic revenge fantasy. It's so fabulously, deliberately, satirically extra that it makes sense of the whole song.
Musicality aside, this is a fascinating exercise in rebranding. "The old Taylor can't come to the phone right now," she says at one point in the song, "because she's dead." Yep, this is not just a makeover, it's a TOTAL transformation. Well, I reckon it is. In that one line, she seems to promise us an entirely new Swifty. She's a sultry Phoenix, rising from the ashes of her former image.
Because we can't forget that she has been in hiding since Kim Kardashian released a 22 Snapchat exposé . The clips confirmed that Taylor did know Kanye would feature lyrics about her but confirmed Taylor's statement that she didn't know about Kanye West's lyrics "I made that b*tch famous". It's been a rather ingenius strategy, Taylor's vanishing act, because after the Tom Hiddleston affair, she seemed to recognise that she was risking over-exposure, and so ducked out of the spotlight for a while. The cracks in Taylor's previous image began to show when she stayed silent on politics at a time when, critics would argue, the world needed more voices to stand up to a US President denying women's rights.
It would have been the undoing of any other pop star but Taylor has already been through one deliberate transition in her career: from singing country love songs, to a feminist powerhouse who switched her musical focus to female friendship, independence and empowerment. She did that with profound success, becoming one of the most beloved stars on the planet, so we can be hopeful that this time around will be just as convincing.
And of course she's not the only pop star to make a powerful comeback. Kesha has just released a darkly authentic, emotionally honest album predicated on strength and retribution. Katy Perry went dark with her shade-throwing track, Swish Swish. But perhaps the most interesting parallel to draw here is with Britney Spears. After Britney was torn apart by the paparazzi and recovered from an infamous, highly visible breakdown, she shrugged off her sexy-but-innocent image to release the song Piece Of Me. She was self-referential, angry and, by Britney standards, pretty dark. It was an act of liberation; a way to reclaim a life that had really been taken from her. And, for her, it worked because it felt real.
It will be fascinating to see if this is Taylor’s play at taking her own narrative back. I'm sure some will say it’s just another aesthetic for Taylor - swapping Stars and Stripes for snake scales. But is it actually a genuine and empowering proclamation of a woman who has been forced to change her game plan, but on her terms? We need to hear the whole album but I, for one, want her to go full-on Britney. I hope we now get to see a raw, real Taylor Swift who’s willing to acknowledge her own actions, and that she has some fabulously revenge-y, self-aware, possibly acerbic stuff planned. Maybe some specific lyrics that references the Hiddleston romance or the canceling of her July the 4th party – even the rumour that she traveled from her New York apartment in a suitcase. TELL US MORE, TAYLOR. Are we finally meeting her badass alter-ego? God I hope so.
Read next: 7 hidden disses in Taylor Swift’s new video
Now check out Taylor Swift's style journey
Getty ImagesTaylor Swift was the best-dressed in an eye-catching £185 purple sequin ensemble by Rosa Bloom as she arrived on the red carpet to receive a special honour at the iHeartRadio Music Awards. Festival outfit inspo, anyone?
Getty ImagesTaylor Swift made a surprise appearance on stage at the 2019 Golden Globes to present two awards, including Best Song to Lady Gaga and A Star Is Born for "Shallow", but it was her thigh-split Atelier Versace dress that stole the show.
Getty ImagesLooking like a 90's dream rocking contrast double denim, paired with her signature red lip in NYC.
Getty ImagesTaylor Swift performs during the 99.7 NOW! POPTOPIA at SAP Center on December 2, 2017 in San Jose, California.
Getty ImagesAt the 2017 Super Saturday Night Concert at Club Nomadic in Houston, Taylor Swift treated fans to an epic performance and an epic Versace, fringed LBD. She wore the look with Stuart Weitzman boots. Yes, yes and yes.
Taylor Swift made an appearance at the Country Music Awards last night wearing a daring black and see through patterned dress. The appearance comes just after Taylor denied she was pregnant amid rumours.
Getty ImagesFor a girls night out in New York, Taylor opted for a slashed Helmut Lang top with a black skirt, boots and a strappy bag.
Getty ImagesTaylor Swift looked sophisticated for a night on the town, wearing an LBD with a jacket and some killer boots.
Getty ImagesTaylor Swift was spotted supporting best friend Gigi Hadid's recent fashion design collaboration with Tommy Hilfiger by wearing a dress from her collection. We think this nautical-style maxi is perfect for Taylor.
Getty ImagesShe kept it ladylike in an A-line mini skirt, black blouse and heels for a night out with Lily Aldridge in NY.
Rex FeaturesTaylor's dress-down chic is strong - just check out her playsuit and trainers. We also love her 90s choker.
Getty ImagesTaylor Swift rocked a causal look of a vest top with a frayed dungaree skirt while out in New York. We're also digging her floral trainers.
Getty ImagesTaylor Swift has returned to a favourite: Louis Vuitton. She wore the brand recently to the Met Gala (remember her cut out snakeskin dress?) and now she's back out in this two-tone shimmery number. We're loving this new edgy look on her.
Rex FeaturesSwift wears an asymmetric sequinned mini dress for her birthday night out.
Rex FeaturesIt was an edgy look for Taylor who teamed her black blouse with ripped black jeans, strappy shoes and a choker. The pop star proved all black for spring doesn't have to look morbid.
Getty ImagesShe wore a sequinned catsuit by Saint Laurent at the iHeart Radio Awards 2016.
RexTaylor kept it simple in a LBD and chunky ankle boots for a stroll around LA.
Getty ImagesLooking very chic in an all-black ensemble as she leaves music studios in New York.
RexTaylor rocks a crisp white shirt and cute blue swing skirt while on her way to meet Jaime King and her new Godson.
GettyCould this girl get any cuter? Just when we thought floral head garlands were over, Tay Tay makes us rethink. The lilac lace dress is just gorgeous too.
GettyAnd from super cute to super sassy, Swift works one of her beloved skater skirts and sequinned bomber jackets while performing in New York.
Getty ImagesTaylor Swift performed at the British Summer Time Festival and looked stunning in her on-stage ensemble. The pop phenomenon shimmered in a sequin bomber jacket from Jaded London, and gave her strut some serious girl power in a leggy metallic skirt for the hotly-anticipated performance.
Getty ImagesOut and about in Hollywood, Taylor rocks her Louis V tote with a slogan tee and some khaki shorts. Voila.
Getty ImagesOut in New York, Taylor channeled a grown up sailor look with short shorts, a striped top, cat eye sunnies and suede platform heels. Lovely.
GettyThe ultimate lady, Taylor looked pretty as a peach dressed in neutral co-ords outside her NYC apartment.
Getty ImagesPretty hot couple, right? Taylor looked like a perfect date for her beau Calvin Harris dressed in a floral skirt and top combo, paired with a dusty pink leather tote.
Getty ImagesStepping our in New York City, T-Swift every inch the Queen of Pop in cute high waisted shorts, cat eye sunnies and Pedro García’s Aneley patent leather pumps.
Getty ImagesVamping things up, Taylor opted for a foxy pattern short suit, finishing the look with matching heels and tote, whilst venturing out in New York City.
Getty ImagesPretty as a peach! T-Swift channels the Sixties in pointed wide-healed pumps, a blue mini complete with Peter Pan collar and a little yellow tote because, you can never have enough pastel.
Getty ImagesWoah, we love light-blue Reem Acra floor length number Taylor selected for the American Country Music Awards 2015. Although demure, the side cut outs save it from being dowdy.
Rex FeaturesTaylor was snapped hanging outside BBC Radio 1 this week ahead of the Brits 2015. We love, love, love the fading sparkle detail on the bottom of her dress as well as the matching navy talons. She even got the shoes right!
PA PhotosTaylor Swift is making us want to whip out our peacoat after being snapped shopping with a friend on Broadway in Soho, New York this week. Tackling the cold in style, her burgundy soft leather boots are a good look.
Rex FeaturesLooking ready to go for a ride, Taylor's a big fan of the country look. The bright red coat promises to cheer up even the most miserable of days.
Rex FeaturesTaylor's giving us hope it's sunny somewhere. Our favourite part of her laid-back get-up? The open-toe mules, no question.
Rex FeaturesAnother street style hit from Tay-Tay; we love Ms Swift's tan heeled boots, camel coat and cosy roll-neck-knit combination.
Rex FeaturesThis lady isn't just about her minis! For the Billboard Women In Music Luncheon Taylor opted for a ladylike look in a monochrome midi by Oscar de la Renta, finished in classic Tay-Tay style with bright red lips, soft waves and simple black courts.
Rex FeaturesTaylor Swift lent style inspiration from Jackie O in a structured powder-blue coat bu ASOS, which she wore with a sparkly midi dress peeking out and smart accessories as she headed out in the NYC chill.
PA PhotosTaylor Swift took to the stage at the Capital FM Jingle Bell Ball 2014 at The O2 Arena in trademark Taylor style, wearing metallic co-ords, sky-high heels and a stance full of attitude.
PA PhotosAt the Capital FM Jingle Bell Ball 2014, Taylor showed off her enviable legs in a teeny tiny dress with clashing prints and a gorgeous pair of black heels.
PA PhotosAt KIIS FM's Jingle Ball concert in Los Angeles, Tay kept her legs covered up in a gorgeous A-line gold skirt, showing off her collarbone and arms instead in a simple strapless top.
Rex FeaturesReady to hit the Late Night With David Letterman studios in New York and Taylor Swift did some power dressing in this gorgeous and chic black and green nod to Halloween.
Rex FeaturesRocking a blue and white knitted skirt and jumper combo alongside sky-high blue heels, Taylor's look was quite the departure for the Shake It Off hitmaker in October 2014.
Rex FeaturesLeaving the retro fabulous looks at home for an off-duty stroll about New York, Taylor Swift's layered up look with a burgundy red knit and grey jersey mini with a cute hat, opaque tights and excellent buckled boots for a very chic street style outfit.
Rex FeaturesWorking a printed monochromatic skirt and top ensemble, Taylor put her own stamp on the look with these Barbie pink heels.
GettyPossibly our favourite Taylor Swift outfit to date; the singer looked picture-perfect in this Monica Rose for Lovers + Friends leatherlaser-cut skirt and crop top co-ord ensemble. Full marks for those teal silk heels, too.
Rex FeaturesA cropped co-ords outfit from Taylor Swift and the singer put her perfect abs on display in this grey and white outfit, topped off with hot pink shoes. Did we mention this outfit was for a casual walk in Central Park, BTW?
PA PhotosThis red carpet ensemble is one of our favourite looks on Swifty, ever. The stunning J. Mendel monochrome two-piece with crop top proved that the trend works for formalwear, too.
Rex FeaturesIn between tearing up the streets of NY, Taylor took a turn on the red carpet in an absolutely stunning red and nude ensemble. This Monique Lhuillier gown is perfect for for the 22 hitmaker.
Rex FeaturesWho loves Peter Pan collars? Taylor loves Peter Pan collars! Teamed with heeled brogues and a blush pink Prada bag, wherever possible.
Rex FeaturesUmm... Wow?! Taylor Swift gave her image a bit of an overhaul in the summer of 2014 when she stepped out in New York in this gorgeous and oh-so-sexy co-ords set complete with bralet and Kate Spade bag. Go, Taylor!
Rex FeaturesTaylor's Farrah Fawcett flicks and corduroy skirt gave this street style look a 70s feel. We like.
Rex FeaturesBrightening up her monochrome ensemble with a cute red patent handbag and a splash of red lippie, Taylor's cutesy ensemble is all kinds of summer in the city chic.
Rex FeaturesAnother day, another killer outfit on the streets of NYC, Taylor's striped shirt and coral shorts combination is super summer styling all wrapped up.
Rex FeaturesThis striped minidress was another summer style win for the singer.
Rex FeaturesDon't be afraid to mismatch prints à la Swift with her dress/shoes combination. This look really works.
Getty ImagesCute 50s inspired dresses are Taylor's sartorial bread and butter and this pretty printed green one for summer is just excellent.
Rex FeaturesWhen the sun goes in for a day Taylor had a wardrobe rehearsal for autumn in a monochrome printed shirt dress and black ankle boots.
PA PhotosPretty blue floral dress, towering nude heels and retro-glam hair; Taylor's lady-like look is spot-on - although, we'd have changed up the heels for a cute brogue.
Rex FeaturesWe want Taylor's printed playsuit - and the good news is, it's Topshop!
Rex FeaturesTay-Tay stopped this outfit from being a bit of a dud by adding a cute gingham bow to her hair. Well-played, Swift.
PA PhotosFresh from her out-there ensemble for the Victoria's Secret show, Taylor Swift changed up her style again for Prince William's Centrepoint Winter Whites Gala, opting for this ethereal white and silver gown with a Jenny Packham clutch.
Rex FeaturesWay to make an entrance, Tay. Ms. Swift blew the competition out of the water at the annual Victoria's Secret show in November 2013, with this Union Jack inspired get-up.
PA PhotosSince the debut of her album RED earlier in the year, Taylor was working the hue wherever she could - lips, heels and super-short shorts... But the singer turned heads on the CMAs red carpet in a sweeping Elie Saab gown and Jimmy Choos, all in red - natch.
Rex FeaturesOver-sized is far from over - Taylor made a statement with this off-duty mannish white shirt, worn with a maroon hat and forest green Christian Louboutin bag look back in the autumn of 2013.
Rex FeaturesGrecian-style, long gowns were once a Taylor Swift staple on the red carpet. But our favourite? This white Emilio Pucci dress, which signalled a less princess-y direction for the star.
Walter ChinOK, so maybe we're a bit biased but we think this beatnik-inspired look for Taylor's GLAMOUR cover shoot in 2013 actually really suited the pretty singer. From the flat cap to the 1960s-style eyeliner, this ticks all the boxes.
WennTaylor's proved that she also has impeccable taste where her swimwear is concerned too and we love the high-waisted bikinis and pretty swimsuits she favours for her holidays and a spot of paddle-boarding.
WennWe're so used to seeing Taylor in classic-vintage style dresses, so when she stepped out in this Herve Leger number in July 2013, we couldn't quite believe our eyes!
Rex FeaturesAnd back to the retro. This halter number paired with cat-eye shades is Hollywood starlet style at its best.
Rex FeaturesTaylor and Harry Styles may have only been a flash in the pan, but their dating period in 2012 saw Swift step out in a series of cute wintry looks - schoolgirl satchels, cords and slouchy beanies feature heavily.
Rex FeaturesBefore Harry turned up though, short and sequinned swiftly became Taylor's go-to look. This Zuhair Murad mini dress paired with Jimmy Choo heels is uber glam for the 2012 American Music Awards.
Rex FeaturesAhead of the release of her album, RED, Taylor was massively into the hue on the red carpet but this time opted for a more vintage-inspired shape.
Getty ImagesWith its high neck and long length, this Zuhair Murad Couture dress at the 2012 Grammys was a show-stopper.
Bigpicturesphoto.comWay back when in 2011, T-Swizzle's hair was still curly but a style change was on the horizon if this adorable panda print jumper was anything to go by...
Rex FeaturesMustard and navy blue (with a pop of cobalt) aren't the most obvious colour pairing, but Taylor showed that they're actually the perfect partners. Extra style points for teaming a heavy cable knit with a flippy mustard yellow pleated skirt - we do love a texture mash-up.
Rex FeaturesAt the 2010 American Music Awards, Tay-Tay's working poker straight locks, a blunt heavy fringe, thick kohl-lined eyes and something short, sassy and sequinned.
Rex FeaturesIn early 2010, Tay showed off her enviable pins to devastating effect in a pair of skinny blue jeans and dark tan riding boots, the singer topped off her off-duty look with a long, smock-style top. However, something tells us this is very much a look of yesteryear for Taylor now.
Rex FeaturesAfter a string of high-profile and oh-so-glamorous turns on the red carpet, Taylor proved she could still casual with aplomb thanks to this very popular with the A-List Chanel-inspired oversized knit, red Ray-Bans and jeans.
Rex FeaturesWell, hello there 20s icon. This modern-day day on the 20s look with finger curled loose-hair and headband complete with an oversized tee layered over a frilly skirt and heels proved that Taylor was more than the sum of her show-stopping red carpet numbers.
Rex FeaturesAnd we're back to short, sparkly and show-stopping again.
Rex FeaturesOwning the Grammy Awards red carpet in 2009, Taylor donned this unusual navy blue (you guessed it...) sequinned number and looked utterly fabulous in the process.
Rex FeaturesShort, sharp and chic, Taylor pulled off winter whites beautifully on the red carpet in 2009.
Rex FeaturesBut it was back to the princess gowns for a turn on the CMAs red carpet.
Rex FeaturesThe night of that incident with Kanye West at the Video Music Awards in 2009, Taylor opted for this directional Grecian-inspired gown - not that the dress was the talk of the night, in the end. Anyway, Imma let you finish...
Rex FeaturesA killer staple summer sundress if ever we saw one as she left a London hotel in 2008. However, the white sunglasses now feel a tad dated.
Rex FeaturesNodding to her country roots with those slightly Western-inspired boots, Taylor's school uniform outfit is as cute as a button.
Rex FeaturesAaah, a classic wardrobe manoeuvre of 2009 - put a waist belt over anything.
Rex FeaturesTaylor's height and slender frame means she can pull off even the most diaphanous of creations on the red carpet and this dramatic asymmetric gown looks absolutely stunning on her, as a result.
Rex FeaturesIn 2009, Taylor took this cute prom dress to the next level with a pair of statement shoes.
Rex FeaturesFor the 2009 BRIT Awards in London, Taylor once again reverted to her tried and tested winning short and sequinned formula.
Rex FeaturesInto 2008 now and this conservative workwear dress isn't our favourite look on the star.
Rex FeaturesFrom workwear to school wear, Taylor channels her inner school girl and Serena Van Der Woodsen with this shirt, skirt, scarf and knee-high boots combo.
Rex FeaturesA tartan bomber jacket and skinny jeans makes for a cute off-duty look.
Rex FeaturesFor a turn on the Met Ball red carpet in 2008, Taylor keeps it classic with this champagne hued floor-length sequin gown.
Rex FeaturesFor the 2007 Grammys, Tay-Tay was a vision in lavender.
Rex FeaturesAnother red carpet in 2007 and Tay's teaming halter neck mini dresses and knee-high boots.
Rex FeaturesAt the 2007 Country Music Awards, Taylor channels the princess vibe from her Love Story video for the red carpet.
Rex FeaturesAnd again on another red carpet! Whilst the dresses are gorgeous, they do feel a tad ageing on the young popstar.
Rex FeaturesLooking cute as a button at the tender age of 16, Taylor's red carpet look was decidedly more relaxed at the start of her career.
Abercrombie & FitchBut before she found stardom as a country music star-turned-global popstar, Taylor Swift was an all-American model for all-American brand Abercrombie & Fitch! See her werk it for the camera, here.
