Taylor Swift’s Easter Eggs are a masterclass in creative mischief – and they're heating up

A diptych of album covers for "THE LIFE OF A SHOWGIRL," features an elaborately dressed Taylor Swift in rhinestone-studded showgirl costumes, depicted in a rich, textured setting on the left and submerged in vibrant, turquoise water on the right. The images are a conceptual presentation for an album, with accompanying vinyl pressings shown below the main photos.

This Friday 3 October, the world's biggest pop star will drop her 12th studio album, The Life of a Showgirl. It’s a 12-track affair, complete with a companion film, promotional pop-ups, a new orange-tinged colour scheme and enough sequins to reupholster a mid-century cinema.

If you're not a fan and your social feed is showing little else right now, you might wondering: why all the hype? Well, part of it is that Taylor doesn’t just release music; she turns it into an interactive puzzle.