Star: Is Taylor Swift looking to ‘rebrand’ & jettison some squad members?


Most of us believe that Taylor Swift will be releasing a new album in the new year. I think the album will probably come out in February or March, although it could totally be later than that. This will be Taylor’s first album since 1989, the Grammy-award winner from 2014. Taylor usually releases an album in the autumn every two years, so it’s notable that she broke her pattern and didn’t release an album this year. Whenever she does release the album, I feel certain that Tay-Tay will have a whole new re-brand to her image, and I can’t wait to see what it is. The rebrand for 1989 was “girl squads” and “Bad Blood against Katy Perry” and “a low-key relationship with Calvin Harris.” Star Magazine theorized that Taylor’s rebrand will involve fewer squad members, maybe a “curated” squad of only intelligent, interesting people.

Taylor Swift has a catty New Year’s resolution: get smarter friends!

“Taylor’s tired of her old crew full of models. This year, she’s planning to build a squad that seems sharper in the brains department,” says a source, adding that she’s going to shake off professional pretty faces like Gigi Hadid and Cara Delevingne. “She wants to hang out more with Aziz Ansari, Blake Lively and Todrick Hall. People she considers more substantial.”

But Taylor’s clique reconstruction has less to do with legit friends than it does rebranding.

“Taylor’s reputation took a beating this year, and she needs to reinvent herself,” explains the Swift source. “Certain people just aren’t a good fit for her anymore.”

[From Star Magazine, print edition]

A “Swift source” told Gossip Cop that this story is “false” and that “The singer is not ditching her girl squad, nor is she hoping to rebrand her image.” Sure. We’ll see. The thing is, while this is being framed as “Taylor is Machiavellian and she’s all about her image,” the truth is that people outgrow their friends all the time and it has nothing to do with branding. That’s one of the points I kept making when Taylor continued to insist that the Girl Squad Is Forever and of course she would be friends with that huge group of people for the rest of her life. People outgrow friends all the time. Life takes people to different places, and you realize that some of your girlfriends or boyfriends are kind of vapid, or that you have nothing in common, or that you’re just tired of your friend’s dumb drama. It happens. That being said, of course she’s going to rebrand herself for this new album.


Photos courtesy of Fame/Flynet and WENN.

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34 Responses to “Star: Is Taylor Swift looking to ‘rebrand’ & jettison some squad members?”

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  1. QueenB says:

    blake lively in the brain squad, yeah right. at least try to make up believable rumours.

  2. Jess says:

    I’ll never understand why Star is being considered a source-
    With that being said, TS has been lying low for several weeks now, nothing for her birthday… So you’re probably right that she’s planning on releasing something

  3. Bridget says:

    Noted intellectual heavyweight Blake Lively.

  4. Lingling says:

    Please Azizs….. don’t. I love you and I could never look at you the same again if you let Swift rub squad all over you.

    • chaine says:

      I would love to see an episode of his show that has the premise that Taylor Swift invites him to be part of her squad… I bet it would be amazingly funny.

  5. Birdix says:

    I love that anyone with a straight face can use Blake Lively as the example of “more substantial.” Isn’t her tall model friend a coder?

  6. QQ says:

    A) 100% believable more from an operational stand POV this are the same people that cover her so she can pick her nose away from prying eyes and that assist her with backward crabwalking when she/them don’t want her pics taken… so I say Why not, we see her when she wants us to, I’m sure than an image rebranding is necessary at this point so that she stops seeing snake emojis this century

    B) GBEWHDQWEGAWJ LOLOLOLOLOOL Blake Purple Prose Flop Movies Lively is her Brains Department Secretary pick????? LMMFAO What’s next, lunch at Trump Tower??! That’s ludicrous

    C) The Squad is now in Open Enrollment Season for the class of 2017, now accepting Gentlemen and Brown, Hurry We only have 5-7 slots open

  7. Alleycat says:

    I heard she kicked Cara to the curb because she was using drugs. I don’t think she’ll drop the other models, because who else would kiss her butt? Did you see some of their birthday wishes to her? Apparently Taylor is this generation’s Mother Teresa. I don’t see Aziz doing that.

  8. Abbess Tansy says:

    What intellectual wisdom Blake Lively would bring to the table? Perhaps her ignorant, romanticized pro-antebellum views on southern plantations.

  9. Lynnie says:

    If she really wants to reinvent herself lay off the super overexposing marketing for the next album. I’ve gotten used to not seeing her everywhere 😊. As for theme, how about just being herself? Keeping the victim complex to an extreeeeeme minimum? No collabs with Drake please I’m begging 😫🙏🏾

  10. Sam says:

    Blake Lively in the brain squad? WHO WROTE THIS!! They’re clearly trolling.

    But she’s gotten a lot closer to Blake Lively so I expect Blake to stay but not for her brains. But because she’s perfect for the Swift brand. And also because they’re two peas in a pod. They’re like the same person. In my eyes at least. So they’re perfect for one another.

    I imagine Swift’s list of celeb friends goes:
    1). Karlie
    2). Selena
    3). Blake
    4). Everyone else not named Karlie, Selena or Blake.

  11. CornyBlue says:

    In what world is Blake Lively substantial and someone like Karlie Kloss is not ??

  12. Lucy says:

    I still find it incredible that there’s such a thing as “rebranding” one’s friends/acquaintances. I say this because I believe she’s capable of doing that. I wonder how many real friends she has.

  13. Madly says:

    She kind of has to as everyone is aware of her games and how she plays her publicity. She has a game plan that many people are noticing so yes she has to rebrand if she is smart and wants to evolve beyond the ten year old fans and her stalker loonatics.

  14. justme says:

    This may be why she has been almost completely missing for the past three weeks – even her nuttiest fans haven’t a clue where she is (she has liked some IG pics so she is alive). She may be working on a complete re-branding – not necessarily as written up in Star, but something. She received a lot of bad press this year and writing a bunch of break-up songs and being poor me about things are not going fly for the next album.

  15. Ash says:

    the most sincere song taylor swift has written or sang was Blank Space…. i heard the lyrics and said GIRLLLLLLLLLLLLLLLLLLLLL my wig was snatched, if only for the blatant truth spewing out her mouth.

  16. Rocio says:

    I think “substantial” for Taylor Swift means someone who’s not underweight.

    • Kate says:

      Speaking of which… Have you heard Lena Dunham’s last statement on abortion ? what a mess this woman is.

  17. Erica_V says:

    To be fair – most artists go through a re-branding when they release a new album that coincides with their sound.

  18. serena says:

    Didn’t know Blake Lively was ‘that’ smart and substantial.

  19. Emily says:

    Isn’t she 27? In three years, the Girl Squad will cease to exist. Everyone will be getting married (or actively looking) and starting a family.