The news was preceded, in typical TAS fashion, by a few big hints: First came a post from Taylor Nation, the official Instagram account of Swift’s management team, with a 12-image carousel of the singer in orange ensembles, to the sweet strains of 2020’s “August.” The caption? “Thinking about when she said ‘See you next era…’”

"The Life of a Showgirl" will be Swift's 12th studio album. It follows Swift's 11th studio album, "The Tortured Poets Department," which was released on April 19, 2024. That album came with an extra surprise for fans when Swift dropped an additional 15 songs at 2 a.m. that same day.

The announcement of Taylor Swift’s new album, Life of a Showgirl, has inspired big-name brands to go orange. After the color scheme for the album was teased to be bright orange and mint green, multiple big brands launched orange-themed promotional campaigns—and they didn’t hold back on the glitter.