Taylor Swift Style Author Breaks Down the Singer's Chiefs Game-Day Outfits: 'A New Genre of Her Fashion' (Exclusive)

Taylor Swift is in her football fashion era, showing the “So High School” singer in a whole new light.

Since going public with her relationship with Kansas City Chiefs player Travis Kelce, Swift has given “loving him red” a whole new meaning by representing her boyfriend’s team colors.

From vintage Chiefs tees to custom-made jackets, fashion writer Sarah Chapelle, the person behind the popular Taylor Swift Style blog, tells PEOPLE that Swift’s game-day look is something we’ve never seen from the singer before.

“Chiefs football style is really a fun new genre for her fashion because it’s not fashion that isn’t focused on her,” the author tells PEOPLE.

While Swift has been known to incorporate Easter eggs into her outfits from time to time, Chapelle says she doesn’t “interpret her Chiefs fashion as personal Easter eggs” because she doesn’t believe that’s Swift’s “intended function” for the look. “I try to look at it through the lens of a happy fan, a happy sidekick,” Chapelle explains.

“I like the playbook she developed for her Chiefs uniform, so to speak. It’s a special uniform,” Chapelle continues, noting Swift’s vintage fashion pieces, like her Ellie Mae Vintage T-shirt and the oversized ’90s T-shirt she wore as a dress in September.

The cutest photos of Taylor Swift cheering on Travis Kelce at Kansas City Chiefs games

Taylor Swift is wearing a vintage Chiefs T-shirt, Taylor is wearing a vintage Chiefs T-shirt.

David Eulitt/Getty; Scott Winters/Icon Sportswire via Getty

“[It] she has a really big sustainability factor, and she also doesn’t overtly scream commercialized merchandise because she’s just there to be excited and to be in this supporting role,” Chapelle says, adding that with her various game-day outfits, Swift was also “supportive smaller, independent designers often led by women.”

Taylor Swift wears a custom puffer jacket by Kristin Juszczyk.

AP Photo/Ed Zurga

In January, Kristin Juszczyk, wife of San Francisco 49ers player Kyle Juszcyzko. went viral when Swift wore one of her designs — a custom puffer jacket made from Kelce’s jerseys.

“I’m so thankful for her,” Juszczyk told PEOPLE of Swift wearing her design. “I feel like she single-handedly catapulted my career. So I’m extremely grateful for her. And just the amount of support she gives to women and small businesses, I mean, how can you not love Taylor?”

Taylor Swift wears Fazit Beauty glitter freckles.

David Eulitt/Getty

Most recently, Swift donned DIY glitter freckles by woman-owned Fazit Beauty, which also quickly went viral online. In a video shared by her brother, co-founder Aliett Buttelman tearfully reacted to Swift wearing her product online.

Since Taylor wore the Gold Stardust Speckles, the response has been incredible, Buttelman said The Daily Mail incredible fan response. “In the last 15 hours alone, sales and website traffic have increased by 2,500 percent.”

When Swift supports Kelce in the stands, Chapelle notes that the singer is probably very careful about what she wears because she knows the effect it will have. “When she’s there, she’s obviously there to be supportive, but I think she’s also aware that her body kind of acts as a billboard for brands because her style is so documented at these games,” Chapelle continues. “So it’s nice that she’s used that opportunity as a way to highlight smaller brands and often female-led brands.”

Chapelle also points out how Swift represented “a lot of local Kansas City brands” with her various game-day looks, including a vintage ’90s T-shirt sourced from retailer Westside Storey. “What an amazing way to put the spotlight on the community she’s a guest on and to warm up and be in that community,” says Chapelle.

Taylor Swift is wearing her TNT bracelet.

Rob Carr/Getty

Timeline of Taylor Swift and Travis Kelce’s relationship

While Swift’s outfits have taken most of the limelight, every Swiftie knows that the devil is in the details. With each outfit, she smartly pairs jewelry that displays a sweet nod to her relationship with Kelce, including monogrammed pieces and friendship bracelets.

However, Chapelle points out that Swift has “always loved the monogram,” including T necklaces, TS earrings and a TS ring.

“The fun thing about Taylor’s fashion is watching it evolve to fit the stage of life she’s in, but there are also a lot of recognizable constants in her fashion and style, which I think are also key to the relatability factor and resonance. factor of her visual iconography to be able to say, ‘Oh yeah, that’s the Taylor Swift look.'”

Taylor Swift Style by Sarah Chapelle.

Jade Huynh; Griffin of Saint Martin

Chapelle first began documenting Swift’s style with her landmark blog in 2011, and it’s since evolved into something much more, with the fashion writer amassing over 400k followers on Instagram and X.

Now, 13 years after writing her first blog post, Chapelle is pouring all that hard work into a book dedicated to Swift’s fashion, aptly titled Taylor Swift Style: Fashion Through the Ages.

“Both music and fashion act as a time capsule to anchor ourselves in a point in time, and that’s what I love about this book is that it’s a fashion and music evolution through the ages,” she says. “I hope this book gives new fans the opportunity to make up for the visual legacy she left, while also giving older fans this beautiful and lovingly packaged book that tells some of the fondest memories of the last two decades of her career. It’s just this beautiful love letter to her fashion.”

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Source: HIS Education