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For any fashion-friendly Swiftie, there’s only one place to go immediately after the pop star releases a music video, attends an award show, is snapped out and about, or supporting Travis Kelce at a Kansas City Chiefs Game: Taylor Swift Style, the fashion blog and popular Instagram account of writer Sarah Chapelle.  

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On TSS, Chapelle documents with astonishing detail (and speed) the source and pricing of Swift’s ensembles (down to each ring on her fingers), but also provides insightful, in-depth critical analysis, illuminating how Swift’s fashion choices are often as revealing — and intentional — as her lyrics. “We’re very familiar with these confessional, emotional songs that she gives us about her life, but I always felt that her style is the other half of that story,” Chapelle tells Billboard. “It’s the visual half that icon-ifies her eras, and it creates these memorable moments that stick out in your brain. I think she’s always, in some form, used fashion as a way of carving out identity and saying something about herself.” 

Sarah Chapelle

Jade Huynh

On Oct. 8, Chapelle’s already devoted audience (over 300,000 strong on her @taylorswiftstyled Insta) will likely get even bigger when she releases Taylor Swift Style: Fashion Through the Eras (St. Martin’s Griffin), a book encompassing Swift’s career to date as viewed through Chapelle’s “critically-kind” and highly personal perspective. With essays along with commentary on over 200 photographs capturing Swift’s evolution in the public eye, Taylor Swift Style will certainly be catnip for fans – but it also proves to be a fascinating, often surprising lens into this additional layer of Swift’s creativity for anyone watching the artist’s continuing evolution.  

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Chapelle spoke to Billboard ahead of her book’s publication about Swift’s style eras, fashion Easter eggs, and why she should always wear more green. When you were starting what would become Taylor Swift Style, how, if at all, was the fashion press treating Taylor?  So I have been a fan of Taylor since around 2006, and I’ve been documenting her fashion since 2011. At that time, the social media landscape was certainly not what it is right now, and the celebrity fashion landscape and press coverage of it was also not as hyper-focused, and certainly not on Taylor, as it is now.   When I created the blog, I was studying in university to become a journalist, and I was trying to figure out my own identity and navigate, you know, how do I express myself and figure out who I am? And one way that a lot of us would do that is through our clothes. The blog just kind of became an intersection of all of my interests — like a niche within a niche of the fandom — to offer a resource for all of her fashion to other fans who I hoped might feel the same way and have this highly specific interest that I did. I talk about it in the book, and Taylor has talked about it as well, how there was a certain period when her art just wasn’t really taken very seriously or was sort of brushed off as like a teenage girl thing. And now I think we take her art and her power and her business through her artistry, and also, by extension, through her fashion, so, so, so seriously. It’s been an amazing evolution and journey to witness and also document. As you note in the book, at the start of her career, Taylor’s stylist was her label head, Scott Borchetta’s wife. Her current stylist, Joseph Cassell, has now been working with her for many years. Do you see a parallel between how Taylor’s ownership over her creativity and over how she presents herself have evolved?  One thing that has always resonated with me about how Taylor seems to approach her business is that it’s, in a sense, always seemed kind of personal — she retains staff and people around her for very long periods of time, obviously a reflection of the mutual understanding she has with the people around her and the level of trust she has in them to  help execute her vision and bring her ideas to life. I think one kind of fascinating example of her taking an incredible amount of creative control over her image was in the folklore and evermore era when, due to the circumstances of the pandemic, she self-styled because she didn’t want to inconvenience or endanger her team. So the folklore and evermore eras’ [imagery is] a very undiluted look into her creative process of translating what was going on in her mind into the physical, into the visual of how she wanted that era to look and to feel. And I think that’s especially resonant when you consider how the folklore photo shoot feels like its music — you’re kind of traipsing through this imaginary, wooded place as she’s trying to escape the realities of life. It felt right for that era, for that time, for that music.  How did your “critically-kind” ethos come about?   I can’t remember exactly when it started, but I didn’t always write commentary. I used to feel that, oh, people don’t want to hear from you, they just want the information — they just want to know where the clothes are from and where they can get it, and you should kind of be like this invisible admin force, like “don’t look behind the curtain!” type of energy. And a few years in, people would just start being like, “You should write more. You should write longer captions.” It almost felt like taking a page out of Taylor’s book, of when you choose to be vulnerable and a little bit more open people resonate with that humanity, and that resonance is the entire reason why there’s a book in the first place. It’s very easy to fall into the internet pit of defaulting to [saying] unkind or cruel things, and that just never felt like the tone that I wanted to hit or the ethos that I wanted to drive conversation with. I think that there are a lot of people who crave the original intention of the internet, which is to connect with other people — and when you carve out an intentional space for those kinds of conversations to happen in a way that’s thoughtful and nuanced and kind, people will come.  You are well known for your love of Taylor wearing green. Please explain! When people ask me this I feel like I’m almost disappointing with like, a very boring and underwhelming answer — which is, I just think she looks really pretty! (Laughs) I just think that she looks great in that color, and every time I see it, it makes my heart really happy. Luckily for me, she’s had quite a number of amazing moments in green; there’s like an entire sidebar dedicated to some of my favorite Taylor in green moments in the book. The most relevant from this year was the peridot green Gucci gown from the Golden Globes, which was fantastic.   

Taylor Swift at the 81st Golden Globe Awards held at the Beverly Hilton Hotel on Jan. 7, 2024 in Beverly Hills, Calif.

Gilbert Flores/Golden Globes 2024

I was very into that long-sleeved crushed velvet green dress she wore out that everyone was very sure was Rep-coded…   The Little Lies dress from January, yeah. Here’s the thing: I strongly believe that that outfit was an Easter egg, but it was an intentional misdirect, because — stay with me — [as part of] the Tortured Poets rollout, there was coding in the backend of her website that [when unscrambled] said “red herring.” She’s now comfortable enough playing with fashion, not only as a tool to reflect what’s coming next or her state of mind or her emotions or a vibe about a project, but also to intentionally mislead, because she’s aware that people will pick up on things.

And I believe that she had intentionally been using Reputation (Taylor’s Version) as a red herring, so that nobody would suspect that the bait-and-switch would be a new album, The Tortured Poets Department.  Because how much more obvious can you get, wearing a green velvet dress and pairing it with Giuseppe Zanotti boots that have snakes on them? For once, I didn’t think that was a leap — I was like, “I think we are correctly interpreting what we are seeing with our eyes!” (Laughs) She just wanted us to be wrong, which is her right! It’s interesting to see how your readers react to different looks of hers. I noticed that there were very divided reactions to her wearing obvious logos on the recent weekend in New York when she and Travis were photographed together a lot. Why do you think that was?  A logo-covered item [a Gucci shift dress Swift wore out] stuck out to my eye, because it’s not typical of her to go for something so ostentatiously branded, so I think it was just surprising to see her, you know, fully Gucci-fied for that particular outing. Especially because one signature of Taylor’s fashion is the high-low — she loves pairing like, a Reformation dress with, say, Louis Vuitton or Christian Louboutin heels, creating this balanced mix of aspirational and attainable, while still looking overall very relatable. So to wear something so obviously luxury-branded stuck out to a lot of people’s eyes. Are there particular eras when you think Taylor’s music and fashion aesthetics have matched especially well – and, conversely, when they’ve felt more incongruous with each other?  I think that debut made perfect sense. Folklore and evermore make perfect sense to me. It’s hard for 1989; I look at it and I’m like, yeah, that makes perfect sense — it was her major breakthrough into pop music and so she had this, like, pop girl uniform of crop top and skirt — but also she briefly kind of introduced 1989 as, like, this ’80s album, which it’s not…. so debut and folklore feel more cohesive to me. I really loved how the Reputation fashion captured the duality of the album: I talk about it in the book, but obviously she kind of beats you over the head up front with a lot of leather and snakeskin and camo and combat boots, it’s very clearly a bombastic, quote-unquote revenge album, but then she accompanies it with softer sequins and rainbows and sparkles, kind of the signature Taylor Swift soft feminine aesthetic, which is appropriate for Reputation too, because underneath all of that, it is a falling in love album.  For a lot of people, the most incongruous is probably Midnights —  a lot of people were confused by this ‘70s aesthetic, like this smoky, hazy, wood scratched floors and vinyl and patchouli scented air…..and then this huge kind of return to shiny pop. Though I think I’ve come around to making sense of it I really like the Midnights album photo shoot visuals quite a lot.  A big part of seeing Taylor publicly these days is seeing her with Travis — someone who’s intentional about dressing in maybe a very different way — and of course seeing their individual styles juxtaposed. Do you feel they’re complementary, or even rubbing off on each other in interesting ways? So that’s interesting…do you think that Travis dresses intentionally, or do you think that Travis just thinks fashion is fun? 

Taylor Swift arrives at GEHA Field at Arrowhead Stadium prior to a game between the Kansas City Chiefs and the Cincinnati Bengals on Sept. 15, 2024 in Kansas City, Missouri.

Jamie Squire/Getty Images

Hmm, interesting question. I guess there’s a difference. I do think he finds it fun… I think that there’s a clear difference between somebody who thinks that fashion is a fun thing to play with and to experiment with, and somebody who’s intentionally using fashion as an extension of their artistry and messaging and communication. And I think Travis falls into the fashion is fun [camp]. Having somebody around who obviously injects what she said about him at the VMAs — like, magic and happiness and rainbows and puppies — having that sense of lightness in her life is obviously fun to see, as a fan. But I think watching her show up to Chiefs games has been a fascinating extension of her style, in that it’s the first time that I am analyzing her fashion and her choices not through the lens of “what does this say about her” but in her playing entirely a supporting role. And that’s her choosing Kansas City based businesses, women-owned businesses, choosing vintage — all of those careful, thoughtful, intentional choices kind of create this foundation of “I’m here as a supporting person. I am here to ‘Woooo!’” And I love how she’s made that clear. To me it’s a very clear delineation in her style that still feels very Taylor — like, cute little plaid skirt, little vintage Chiefs sweatshirt? That feels like a very Taylor outfit! It’s very clearly a “I am not the main character” outfit, but the core of the outfit is very recognizably Taylor. She still retains this semblance of recognizability, and I think that that’s one thing that she does incredibly well in all aspects of her branding and her fashion: even as she evolves as an artist, as a person, you can still see her as a human.