{"id":550,"date":"2020-08-21T14:08:21","date_gmt":"2020-08-21T14:08:21","guid":{"rendered":"http:\/\/taylorswiftswitzerland.ch\/?page_id=550"},"modified":"2026-04-23T22:46:58","modified_gmt":"2026-04-23T21:46:58","slug":"lover-era","status":"publish","type":"page","link":"https:\/\/taylorswiftswitzerland.ch\/index.php\/album-eras\/lover-era\/","title":{"rendered":"Lover Era"},"content":{"rendered":"\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"Lover\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tExplore All Eras<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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The Lover<\/i> Era<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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2019 \u2013 2020<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tOn December 13, 2019, Taylor turned 30 years old, a milestone that marked nearly half a lifetime spent in the spotlight. Over the course of the 2010s, she had evolved from country superstar to pop titan, and as the decade drew to a close, she stood among the most accomplished musical acts of all time. After leaving her longtime record label Big Machine at the end of 2018, which had signed her when she was just fifteen, she was ready for a clean slate and to focus on the future. But to her devastation, all of her old music was sold to one of her biggest detractors, forcing her to confront her past in the industry. Taylor didn\u2019t hesitate. She began using her influence to fight for artists\u2019 rights and to help build the musical community she had once needed herself.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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Beginning of Era <\/div><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/i><\/span>\n\t\t\t<\/i><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tThe Lover<\/em> era began with social media teasers and a 13-day, glitter-filled countdown on Taylor\u2019s website. On April 26, 2019, she released \u201cME!<\/a>,\u201d the lead single from her seventh studio album, and revealed the album\u2019s title several months later.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t
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End of Era <\/div><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/i><\/span>\n\t\t\t<\/i><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tThe Covid-19 pandemic cut the Lover<\/em> era short. In May 2020, Taylor released the recording of her only long-form concert from the previous year, the City of Lover<\/em> show. Afterward, she was ready to move on to her next project.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t
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Associated Album <\/div><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/i><\/span>\n\t\t\t<\/i><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tLover (2019)\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t
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Tour <\/div><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/i><\/span>\n\t\t\t<\/i><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\u201cLover Fest\u201d was Taylor\u2019s planned sixth concert tour and her first music festival\u2013style show. It was set to kick off on April 5, 2020, in Atlanta and wrap up on August 1 in Foxborough. However, due to the Covid-19 pandemic, all dates were eventually cancelled.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t
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Aesthetic <\/div><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/i><\/span>\n\t\t\t<\/i><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tThe Lover<\/em> era aesthetic was vibrant and romantic, like a bubblegum-pop version of California, filled with butterflies, rainbows, and romantic touches. Pastel colors\u2014pink, blue, and sunset hues\u2014created a light, airy world that perfectly reflected the album\u2019s themes of love, joy, and self-expression.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t
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Style <\/div><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/i><\/span>\n\t\t\t<\/i><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tTaylor\u2019s Lover<\/em> era style was casual, colorful, and fun. One moment she wore sparkly outfits with butterfly heels, the next she stepped out in comfy overalls, jean shorts and a tie-dye shirt or a fringed jacket with sneakers. Pastel-colored menswear, like heart-adorned blazers, was a recurring touch, often finished with streaks of temporary hair dye in her bleach-blond hair.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t
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\n\t\t\t\t\t\t\t\t\tAt the end of 2018, Taylor had moved into a shared home with her boyfriend at the time, Joe Alwyn<\/a>. By now, she considered London home and had found a comfortable balance between being a global pop star and having a private life. And with a new record deal also came new creative freedom; the chance to explore themes she hadn\u2019t been able to fully touch on before. In this moment of bliss, she found inspiration for new music. Taylor created Lover<\/a><\/em> during and shortly after the \u201creputation Stadium Tour<\/a>,\u201d a time when she felt lifted by the love of her fans, her partner, and her close circle of family <\/a>and friends.\n

\nBut in the middle of the album campaign, Taylor\u2019s world was turned upside down. Along with everyone else, she learned that the rights to her entire back catalog\u2014her first six studio albums<\/a>, her life\u2019s work\u2014had been sold by Big Machine<\/a> founder Scott Borchetta. The buyer was Scooter Braun, one of the industry\u2019s most powerful managers at the time, and someone who had tried to undermine Taylor\u2019s career time and again. She was heartbroken. What had started as a bright, hopeful chapter suddenly became a test of her strength and resilience.\n

\nThen, the Covid-19 pandemic cut the Lover<\/em> era short, making this chapter even more complicated. Its pastel, romantic visuals stand in sharp contrast to everything Taylor was going through behind the scenes.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\"Lover\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Lover<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tThematically, Lover<\/em> is Taylor\u2019s love letter to love itself. It is also the first project she owns the master recordings for.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tRead More<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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Songs on Lover<\/i><\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tRead Taylor\u2019s foreword for Lover<\/i>, then dive into the detailed stories behind the album\u2019s songs.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tRead More<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\"Taylor\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Lover (Live From Paris)<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tLover (Live From Paris)<\/em> consists of songs Taylor performed at her City of Lover<\/em> concert, which was held in Paris.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tRead More<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Stepping into the Daylight<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tThe palm trees appeared in February 2019\u2014seven in total, set against a pastel-blue California sky dotted with stars. It looked like the start of a new era. Or was it? Taylor had long been known for deliberate hint-dropping, and Swifties treated every detail like an archaeological site. Within minutes, they went to work and theories flooded the internet. What did the trees mean? One fan counted roughly 60 stars and predicted a single release on April 26. Another mapped the palms as albums: four for Taylor\u2019s country records, two for pop, and one in the center for what came next. Absurd? Maybe. But were the guesses mostly correct? Yes. Taylor later told Entertainment Weekly<\/em>:\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\u00abI posted that the day that I finished the seventh album. I couldn't expect [my fans] to know that. I figured they'd figure it out later, but a lot of their theories were actually correct. Those Easter eggs were just trying to establish that tone, which I foreshadowed ages ago in a Spotify vertical video for 'Delicate' by painting my nails those [pastel] colors.\u00bb\t\t\t<\/p>\n\t\t\t\t\t\t\t

\n\t\t\t\t\t\t\t\t\t\t\tTaylor Swift<\/cite>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/blockquote>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tOver the following weeks, the clues multiplied. The dark reputation<\/a><\/em> palette gave way to soft pastels, and as Taylor began posting daily, a countdown theory took hold (\u201cThere are five holes in the fence!\u201d). March 2 arrived with no album announcement, but instead Taylor appeared on the covers of Elle UK<\/em> and Elle US<\/em>, accompanied by her essay \u201c30 Things I Learned Before Turning 30<\/a>.\u201d\n

\nBy mid-March, spring had arrived in Los Angeles, with a rare superbloom drawing thousands of Painted Lady butterflies. Taylor marked the moment on Instagram before attending the iHeartRadio Music Awards<\/em> that night, wearing a purple sequined romper and stilettos with shimmering wings. Accepting the award for \u201cTour of the Year\u201d for her \u201creputation Stadium Tour,\u201d she told fans: \u201cI love your passion! I love your attention to detail. I love how much you care. I love seeing all the things you\u2019re posting online, and I just wanted to let you know when there\u2019s new music, you will be the first to know. I love you so much.\u201d\n

\nOn April 13, the new aesthetic was fully in place, and Taylor made her move. Her website became a glittery countdown clock to April 26, with posts captioned simply \u201c4.26.\u201d Hours before the countdown ended, Swifties gathered in Nashville at what they thought was a street-art installation by Kelsey Montague commissioned by Taylor\u2014only to erupt in cheers when she actually appeared at the sight. The artwork featured giant, colorful butterfly wings with the word \u201cME!\u201d between them. That same night, Taylor confirmed on live television during the NFL Draft that \u201cME!<\/a>,\u201d her collaboration with Brendon Urie of Panic! At The Disco, would drop at midnight. In the music video, a pastel-pink snake bursts into a kaleidoscope of butterflies. The new era had officially begun.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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