In case you've been living under a rock, you'll know that Taylor Swift just dropped her first single "Look What You Made Me Do" off her Reputation album. After going radio silent for weeks, she is back with more than just an album, my friends. To go along with the dark single, Taylor Swift has an edgy Reputation merch line to match. It's disappointing to say the least, and I'm not just talking about style-wise.
The line, which is available to pre-order right now on her official website, is filled with black and white graphic tees, and a slew of embroidered hats and sweatshirts. What might be the most un-Swift like piece of them all is the $60 faux diamond snake rings for sale. The ring, no doubt, is meant to poke fun at the feud between her and Kimye, in which Kim K. suggested Swift was a untruthful and a "snake."
The whole merch line isn't about Swift really representing herself, her album, or her brand. It is her letting someone else — "the bully" — create her new persona. Just like the "I don't like you" lyrical comeback in her song, this is not a very bold statement — and the same "victim" persona we've come to expect of Swift.
Gold Snake Ring, $60, shop.taylorswift.com
At first glance, all of the merch is very Kanye-esque — just like her album cover. The "karma" she repeatedly refers to in "Look What You Made Me Do," is really just her ripping off annoying and questionable fashion designs from the rap star.
Reversible Terry Pullover, $65, shop.taylorswift.com
If all of that isn't enough to make your head spin, the singer also offers pop-sockets that say her name on them in Gothic-style writing. Oh, and an embroidered wool dad hat. Because you always see the Swift walking around New York with those, right?
Honestly, I would have loved to see Swift embrace the person that she is with this merch — and, of course, her new album as well.
I'm not the only one getting critical, either. The most common Twitter reaction to Swift's merch is confusion. But there are some people who are buying into the trend.
Some people are into it.
The plot thickens.
Long live the Dark Lord.
The main take away from this launch? The "old Taylor" definitely isn't dead. But her fashion sense is.