Author of ‘Taylor Swift Style’ writes new book about Taylor Swift’s clothing choices.

For any fashion-friendly Swiftie, there’s only one place to go immediately after the pop star releases a music video, attends an award show, is snapped out and about, or supporting Travis Kelce at a Kansas City Chiefs Game: Taylor Swift Style, the fashion blog and popular Instagram account of writer Sarah Chapelle.

On Oct. 8, Chapelle’s already devoted audience (over 300,000 strong on her @taylorswiftstyled Insta) will likely get even bigger when she releases Taylor Swift Style: Fashion Through the Eras (St. Martin’s Griffin), a book encompassing Swift’s career to date as viewed through Chapelle’s “critically-kind” and highly personal perspective. With essays along with commentary on over 200 photographs capturing Swift’s evolution in the public eye, Taylor Swift Style will certainly be catnip for fans – but it also proves to be a fascinating, often surprising lens into this additional layer of Swift’s creativity for anyone watching the artist’s continuing evolution.

I was very into that long-sleeved crushed velvet green dress she wore out that everyone was very sure was Rep-coded… The Little Lies dress from January, yeah. Here’s the thing: I strongly believe that that outfit was an Easter egg, but it was an intentional misdirect, because — stay with me — [as part of] the Tortured Poets rollout, there was coding in the backend of her website that [when unscrambled] said “red herring.” She’s now comfortable enough playing with fashion, not only as a tool to reflect what’s coming next or her state of mind or her emotions or a vibe about a project, but also to intentionally mislead, because she’s aware that people will pick up on things.

And I believe that she had intentionally been using Reputation (Taylor’s Version) as a red herring, so that nobody would suspect that the bait-and-switch would be a new album, The Tortured Poets Department. Because how much more obvious can you get, wearing a green velvet dress and pairing it with Giuseppe Zanotti boots that have snakes on them? For once, I didn’t think that was a leap — I was like, “I think we are correctly interpreting what we are seeing with our eyes!” (Laughs) She just wanted us to be wrong, which is her right!

It’s interesting to see how your readers react to different looks of hers. I noticed that there were very divided reactions to her wearing obvious logos on the recent weekend in New York when she and Travis were photographed together a lot. Why do you think that was? A logo-covered item [a Gucci shift dress Swift wore out] stuck out to my eye, because it’s not typical of her to go for something so ostentatiously branded, so I think it was just surprising to see her, you know, fully Gucci-fied for that particular outing. Especially because one signature of Taylor’s fashion is the high-low — she loves pairing like, a Reformation dress with, say, Louis Vuitton or Christian Louboutin heels, creating this balanced mix of aspirational and attainable, while still looking overall very relatable. So to wear something so obviously luxury-branded stuck out to a lot of people’s eyes. Are there particular eras when you think Taylor’s music and fashion aesthetics have matched especially well – and, conversely, when they’ve felt more incongruous with each other?

I think that debut made perfect sense. Folklore and evermore make perfect sense to me. It’s hard for 1989; I look at it and I’m like, yeah, that makes perfect sense — it was her major breakthrough into pop music and so she had this, like, pop girl uniform of crop top and skirt — but also she briefly kind of introduced 1989 as, like, this ’80s album, which it’s not…. so debut and folklore feel more cohesive to me. I really loved how the Reputation fashion captured the duality of the album: I talk about it in the book, but obviously she kind of beats you over the head up front with a lot of leather and snakeskin and camo and combat boots, it’s very clearly a bombastic, quote-unquote revenge album, but then she accompanies it with softer sequins and rainbows and sparkles, kind of the signature Taylor Swift soft feminine aesthetic, which is appropriate for Reputation too, because underneath all of that, it is a falling in love album.

For a lot of people, the most incongruous is probably Midnights — a lot of people were confused by this ‘70s aesthetic, like this smoky, hazy, wood scratched floors and vinyl and patchouli scented air…..and then this huge kind of return to shiny pop. Though I think I’ve come around to making sense of it I really like the Midnights album photo shoot visuals quite a lot.

A big part of seeing Taylor publicly these days is seeing her with Travis — someone who’s intentional about dressing in maybe a very different way — and of course seeing their individual styles juxtaposed. Do you feel they’re complementary, or even rubbing off on each other in interesting ways? So that’s interesting…do you think that Travis dresses intentionally, or do you think that Travis just thinks fashion is fun?

Hmm, interesting question. I guess there’s a difference. I do think he finds it fun… I think that there’s a clear difference between somebody who thinks that fashion is a fun thing to play with and to experiment with, and somebody who’s intentionally using fashion as an extension of their artistry and messaging and communication. And I think Travis falls into the fashion is fun [camp]. Having somebody around who obviously injects what she said about him at the VMAs — like, magic and happiness and rainbows and puppies — having that sense of lightness in her life is obviously fun to see, as a fan. But I think watching her show up to Chiefs games has been a fascinating extension of her style, in that it’s the first time that I am analyzing her fashion and her choices not through the lens of “what does this say about her” but in her playing entirely a supporting role. And that’s her choosing Kansas City based businesses, women-owned businesses, choosing vintage — all of those careful, thoughtful, intentional choices kind of create this foundation of “I’m here as a supporting person. I am here to ‘Woooo!’” And I love how she’s made that clear.

To me it’s a very clear delineation in her style that still feels very Taylor — like, cute little plaid skirt, little vintage Chiefs sweatshirt? That feels like a very Taylor outfit! It’s very clearly a “I am not the main character” outfit, but the core of the outfit is very recognizably Taylor. She still retains this semblance of recognizability, and I think that that’s one thing that she does incredibly well in all aspects of her branding and her fashion: even as she evolves as an artist, as a person, you can still see her as a human.