A cryptic tweet by Taylor Nation, Taylor Swift’s marketing team, sent the fandom into a tailspin: “Help we need a Valentine’s Day gift idea for our lover 😭.”
Fans on Instagram and TikTok guessed a “Reputation (Taylor’s Version)” announcement could come Thursday morning, because the date 1/23 relates to the “1… 2… 3… let’s go” chant Swifties scream before one of the album’s songs, “Delicate,” at her concerts.
Instead, at noon ET, the in-house marketing account announced, “The secret to being someone’s lover forever and ever? Surprise them with a #LoverCardigan! 💘 Available for 72 hours or while supplies last.”
At $70 a sweater, the white-and-pink hearted knit joins a collection of cardigans for the singer’s albums. “Folklore,” “Red (Taylor’s Version),” “1989 (Taylor’s Version),” “Speak Now (Taylor’s Version),” “Midnights” and “The Tortured Poets Department.”
Swift’s team has been doing a big push towards “Lover” spending ahead of the Valentine’s Day season. On Jan. 7, her merchandise team reissued her “Lover (Live From Paris)” heart-shaped vinyls.
The two flat discs of eight songs sold out within an hour of posting propelling the vinyls to No. 1 on the Billboard Top Album Sales. According to Billboard, this put the Eras Tour singer ahead of Jay-Z for most No. 1s (15 chart topping albums to his 14).
