Taylor Swift’s Chiefs Game-Day Fashion: A New Chapter in Her Style Evolution

Fashion writer Sarah Chapelle dissects Swift’s playful and purposeful game-day looks, supporting independent female designers and creating a “new genre” of her fashion.

Taylor Swift has always been known for her ability to captivate audiences, whether through her music, her relationships, or her sense of style. Recently, however, she’s been doing all three at once as her romance with Kansas City Chiefs player Travis Kelce unfolds, sparking a fresh take on game-day fashion that fans and fashionistas alike are buzzing about.

Since going public with Kelce, Swift has been seen at several Chiefs games, sporting a series of carefully curated looks that signal a new era of her style. Fashion writer Sarah Chapelle, creator of the viral Taylor Swift Style blog, spoke to PEOPLE about Swift’s game-day outfits, explaining that these looks offer a “fun new genre” of her evolving fashion repertoire.

A Supportive Style Statement

Unlike her signature style moments, which are often filled with Easter eggs and deep symbolic references, Swift’s game-day wardrobe is more relaxed yet equally impactful. “The Chiefs football style is a really fun new genre of her fashion in that it’s fashion that isn’t centered or about her,” Chapelle told PEOPLE. “It’s more about being in a joyful supporting role.”

From vintage sweatshirts to custom pieces, Swift’s game-day outfits reflect her evolving life while nodding to her boyfriend’s team. “I love the playbook she’s developed for her Chiefs uniform, so to speak,” Chapelle added, pointing out her choice of nostalgic, sustainable fashion items, such as the Ellie Mae Vintage sweatshirt and oversized ‘90s tee she wore to the games.

Supporting Women and Independent Designers

Swift’s game-day style has been equally praised for spotlighting small, independent brands, particularly female-led ones. One of the most notable examples was her custom puffer jacket by designer Kristin Juszczyk, wife of San Francisco 49ers player Kyle Juszczyk, which was crafted from repurposed Travis Kelce jerseys.

Juszczyk, who went viral after Swift wore the design, expressed her gratitude, telling PEOPLE, “I feel like she’s single-handedly catapulted my career… How could you not love Taylor?”

Swift’s deliberate support for smaller brands doesn’t stop there. Recently, she donned glitter freckles by the female-owned Fazit Beauty, helping the brand’s sales surge by 2,500% in a matter of hours. Chapelle sees these moves as intentional. “When she’s there [at the games], she’s obviously there to support, but I think she’s also aware that her body, in a sense, acts as this billboard for brands.”

Local Kansas City Vibes

In addition to championing independent designers, Swift has embraced local Kansas City brands, further endearing herself to the community. A vintage ‘90s sweatshirt from Kansas City-based retailer Westside Storey was one such piece, demonstrating her connection to her surroundings and the authenticity she brings to her relationship with Kelce.

Chapelle noted, “What an amazing way to spotlight the community that she’s a guest in. She’s warming up to and being a part of that community.”

A Signature Swift Touch

While Swift’s game-day fashion might be more understated than her typical red carpet looks, she hasn’t abandoned the subtle nods that make her style so distinctive. From friendship bracelets to monogrammed jewelry, Swift continues to incorporate sweet tributes to Kelce, including T necklaces and TS rings.

“A fun thing about Taylor’s fashion is watching it evolve to suit the phase of life that she’s in, but there are also a lot of recognizable constants,” Chapelle said. These elements create continuity, allowing fans to spot a “Taylor Swift look” even in the midst of her stylistic transformations.

Fashion Through the Eras

Swift’s game-day wardrobe may be one of the latest chapters in her fashion evolution, but Chapelle has been documenting these shifts since 2011, through her popular blog, Taylor Swift Style. Now, Chapelle has translated her work into a book titled Taylor Swift Style: Fashion Through the Eras.

“Both music and fashion act as a time capsule to anchor ourselves to a point in time,” Chapelle explained. “I hope this book provides new fans a chance to catch up on her visual legacy while giving older fans a beautiful love letter to her fashions.”

As Swift continues to take the NFL by storm, her game-day style isn’t just another trend—it’s a testament to her ability to shape culture, support smaller brands, and embrace new experiences, all while remaining true to herself.