Bucking her typical promotional period entirely suggested a rebuke of her own traditionalist, tightly controlled image. The nature-focused and unadorned imagery of Folklore extends beyond the album’s genesis those images are identifiable in every one of Folklore’s corners and position it as different from most of Swift’s other albums. The one thing she did make clear, through an overhauled social media presence full of new, black-and-white photos of her, was that Folklore would have a well-defined aesthetic we haven’t seen from Swift before. Swift announced Folklore less than 24 hours before its July 24 release, giving few hints about its contents. Enough cardigans that one became the subject of an entire song. “Visuals that popped into my mind and piqued my curiosity.”Īmong them: scars and battleships. “It started with imagery,” wrote Taylor Swift in the preamble to Folklore, her eighth studio album.
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