The Fashion Psychology Behind Taylor Swift’s Wardrobe
The Fashion Psychology Behind Taylor Swift’s Wardrobe
How her Style Connects to her Albums
Taylor Swift has become a master of storytelling, not just through her music but also through her fashion choices. Her outfits aren't merely pieces of clothing; they are extensions of her artistic narratives, reflecting her personal evolution, the themes of her albums, and the significant announcements she makes along the way. By examining the fashion psychology of Taylor Swift, we uncover the ways her wardrobe choices align with her musical eras and the subtle messages they send to her fans.
The "Folklore" and "Evermore" Era: Bohemian Escapism
When Folklore dropped in July 2020, Taylor’s wardrobe pivoted to a much more earthy, introspective look. Her signature Folklore cardigan, which quickly became a fan favourite, was not only a key piece of merchandise but also a symbol of the cozy, inward-looking themes of the album. Taylor was often seen in soft knits, long prairie dresses, and muted colours—elements of the popular cottagecore aesthetic.
Fashion psychologist Dr. Dawnn Karen suggests that this choice of clothing ties directly to the need for emotional expression and comfort. “In moments of vulnerability, people often reach for items that provide security or evoke a sense of nostalgia,” Karen explains. Taylor’s wardrobe, particularly the cardigan, taps into a yearning for comfort during uncertain times, which resonated with the broader audience experiencing the isolation of the pandemic.
A concrete example of this is Taylor’s Folklore album photoshoot, where she was dressed in oversized coats and minimalist ensembles while standing in nature. This reflects the album’s exploration of escapism and introspection. The soft, unpolished look emphasises emotional rawness and the distance from her previous polished pop persona.
The "1989" Era: Polished Pop and Power Dressing
Taylor’s 1989 era marked a significant shift in her music and fashion. Moving from her country roots into full pop stardom, Taylor's fashion was a reflection of her newfound confidence and control over her career. During this period, she favoured structured outfits, crop tops, and bold red lips—an aesthetic inspired by the high-glam, glossy look of 80s pop culture.
The 1989 era reflected “a deliberate rejection of the ‘girl next door’ persona Taylor had been known for.” Taylor’s sleek silhouettes and confident, slightly androgynous choices, like tailored suits or sharp blazers, embodied the themes of reinvention. This period marked the first time Swift took full control of her narrative, not just musically, but visually.
For example, at the 2014 MTV Video Music Awards, Swift wore a daring, long-sleeved, blue alphabet-print romper by Greek Designer Mary Katrantzou. The romper not only broke away from her previous glamorous gown looks, but also represented her pivot from country to pop. This bold fashion statement reflected the unapologetic confidence and assertiveness that characterised the 1989 album and its hit single, “Shake It Off.”
The "Reputation" Era: ArmoUr and Reinvention
Perhaps the most profound shift in Taylor’s style psychology came with the Reputation era. Following public controversies and a highly scrutinised personal life, Swift reemerged with an edgy, darker look. Her snake-covered bodysuits, glittering black sequined outfits, and even her heavier makeup symbolised a fierce reclamation of power. Fashion experts have noted how Swift used these clothes as a form of visual "armour."
Cognitive psychologist Carolyn Mair points out that Swift’s use of black and snakeskin reflects “the defensive and combative themes present in her lyrics.”
Black clothing is often associated with strength, sophistication, and mystery, while snakeskin can symbolise transformation and resilience—both key themes in Reputation.
During her 2017 "Reputation Stadium Tour," Taylor’s stage outfits were particularly bold. For instance, her snakeskin bodysuit designed by Balmain became a defining look. The symbolism was clear—she was owning the very narrative that critics had used to tear her down. The snake, once a negative symbol associated with her public disputes, was transformed into a sign of empowerment and rebirth.
The "Lover" Era: Pastels & RomancE
The Lover era, with its soft pastel hues and whimsical, romantic vibe, was a breath of fresh air following the darker tones of Reputation. Fashion research indicates that Swift’s Lover wardrobe, dominated by bright florals, soft fabrics, and shades of pink and lavender, was designed to evoke feelings of joy, love, and self-acceptance.
Fashion expert Lauren Cochrane notes that this transition to lighter, dreamier outfits speaks to a universal psychological theme: healing. After addressing conflict and self-defense in Reputation, Swift entered a more peaceful, open-hearted phase. A key example of this transformation was her ensemble at the 2019 MTV Video Music Awards—a sequin blazer in rainbow colors designed by Versace. The rainbow motif was not just an aesthetic choice but a symbol of inclusivity and the celebration of love, aligning perfectly with the themes of the Lover album.
The significance of her Lover era wardrobe culminated with the “You Need to Calm Down” music video, where Swift wears vibrant, playful outfits that convey messages of unity and support for the LGBTQ+ community. Her clothing choices here extended beyond personal expression—they became political, advocating for equality and acceptance.
The "Red (Taylor's Version)" Era: Nostalgia and Reclamation
With the release of Red (Taylor’s Version) in 2021, Swift revisited her iconic Red era, but this time with more maturity and agency. The now-legendary All Too Well short film saw her don an outfit that echoed her famous autumnal fashion from 2012—cozy knits, plaid scarves, and warm tones. This sartorial choice was intentional, playing on the nostalgia of the era while asserting control over her own story through the re-recording process.
Dr. Karen points out that nostalgia plays a significant role in fashion psychology. "Reclaiming past styles is a way to regain power over memories, particularly when linked to pivotal moments in one’s life." For Swift, revisiting these outfits was not just about sentimentality—it was about reclaiming ownership over her narrative, especially in light of her battle to regain control of her master recordings.
One striking example of this was her recreation of the original Red album cover look for her Saturday Night Live performance in 2021, where she wore a black turtleneck and red lipstick. The look was nearly identical to her 2012 Red promotional style, allowing fans to feel a deep connection to her past while celebrating her newfound artistic freedom.
Taylor Swift’s fashion choices throughout her career have been meticulously crafted to mirror the emotions, themes, and narratives of her albums. From the soft, bohemian tones of Folklore to the powerful, dark armor of Reputation, her outfits serve as extensions of her music, providing fans with visual cues about the stories she tells. Whether reclaiming her past with Red (Taylor’s Version) or inviting fans into a whimsical, romantic world with Lover, Swift uses fashion to deepen the emotional connection between her and her audience, showing that in the world of Taylor Swift, every outfit has a story.