Swifties are in for a treat this summer! Taylor Swift’s The Eras Tour will be returning to Wembley in August – tips here – and now we have a new exhibition to celebrate her music, fashion, instruments and memorabilia. The iconic V&A Museum building in South Kensington is the perfect location to showcase Taylor’s distinct eras in this Songbook Trail exhibition. We already know she is a fan of London because she’s been exploring the capital for years, has lived here AND has name checked a bunch of places from Camden to Hampstead in her songs. The exhibition is free to visit, has a golden strand leading you round and stacked full of Taylor Swift style Easter Eggs!

Here’s my tips on what to expect from The Songbook Trail:

Where is Taylor Swift’s London Exhibition?

The Taylor Swift exhibition is at the V&A Museum – which is the Victoria and Albert Museum. It is a few minutes walk from South Kensington Tube Station. South Kensington is a shopping hot spot with Harrods and Harvey Nichols around the corner from the V&A. You’re also well placed to visit the Royal Albert Hall and Hyde Park from here. You can find a Taylor Swift Walking Tour from Kensington to Notting Hill here.

Can I get tickets for Taylor Swift at V&A and how much is it?

Swifties, it is FREE! You do not need TICKETS! Pop down there when you can. Just be prepared that if it busy there may be queues. I went on the opening Saturday and I would expect that to be a peak time.

How long are the queues for Taylor Swift’s Exhibition?

I queued around 5 minutes for the each of the first 4 stops, then it opens out into a big room so it is easier for stops 6, 7 and 8. The final stops can have queues too, particularly one of the largest (and in my opinion the best) stop 10 which is the Midnights Era in Prince Consort Gallery. I would guess weekdays are going to be the easiest times to visit. Get there first thing to whizz through the first few!

What is Taylor’s Songbook Trail like?

The V&A have been SO clever with The Songbook Trail because essentially it has been designed to send you all around the museum. That means a whole load of Swifties who will be travelling here for the tour, will likely be discovering the building for the first time. It is also clever marketing because you cannot fail to see the beauty of the permanent exhibitions.

You enter into the main entrance of the museum from the road (nearest tube station is South Kensington). You can normally enter from the tunnel from the tube but if you do this, head to the front of the museum to pick up the trail.

The trail is signposted by Lover style pastel ombre signs throughout. There’s 13 signs in total and you can access a digital map to keep on track. Take my advice and stick to the trail. I tried to go off track but I got helplessly lost each time.

How long does the Songbook Trail take to walk around?

I think the V&A Museum recommends around 90 minutes for this exhibition and I would agree with that. It is actually quite a route (it has step free access) and you’ll also want extra time to look at the exhibition. Just in case it is busy, I would give yourself at least two hours – you don’t want to have to skip anything. If you have half a day it means you can look around the other beautiful exhibitions and go for a drink in the cafe afterwards. The grounds are stunning.

Locations and route: what outfits are on show at the Songbook Trail?

Ok so this is basically The Eras Tour but the V&A’s Version. All the stops are connected by a strand of light like the cable from a microphone or a guitar. This is all reminiscent of the Cardigan and Willow music videos where Taylor follows strands of golden light into new worlds.

Stop 1 Lover at The Songbook Trail

Things kick off with at Stop 1 Lover in the British Galleries and the incredible transformation of The Man. This song is an absolute masterpiece and made even better from the fact Taylor directed the video. The Leonardo DiCaprio inspired patterned shirt and man wig / moustache combo is on display with the music video in the background. Extra points for the directors chair and film set lights on this one.

Stop 2 Reputation at The Songbook Trail

Oh how I LOVE Reputation! With a black and white photo of Taylor and one of her iconic outfits from the tour. It is a heavy gold and black sequinned number teamed with a golden microphone featuring a jewel encrusted snake. Make sure you take a close up video of that microphone as it sparkles in the light! Here you’ll also see a pair of black knee high boots with a red Reputation snake printed on them.

Stop 3 Speak Now at The Songbook Trail

Ah one of my favourites! A beautiful ballgown in the middle of the most fancy and ornate room. Her guitar is next to her and a pair of ballet flats. It isn’t just the dresses it is the elaborate backdrops that create all the drama of Taylor’s different eras. Bravo V&A!

Stop 4 Red at The Songbook Trail

We’re still in the British Galleries for the first four stops and this one is dedicated to Red. I always think of this iconic red hat when I think of the Red ‘Taylor’s Version’ album cover (and I wore a similar outfit here in my Swifties Guide to London). The hat is displayed in front of a stunning red embroidered bed and displayed with THE MOST decadent ruffled red dress.

Stop 5 Fearless at The Songbook Trail

When you enter the Raphael Cartoons, look up to the balcony to see the next one. It is a clever idea to pop Taylor’s Love Story gown high up on the balcony surrounded by books. This Romeo & Juliet inspired song is one of her earliest and most adored tracks. A romantic location for the beautiful period costume.

Stop 6 1989 at The Songbook Trail

This huge impressive room also houses the 1989 sequins and they are probably the most beautiful items in the collection. The iconic sequinned purple skirt teamed with a little black crop top and multi coloured bomber jacket is on display. It is so stunning in real life, you will want to put it straight on and dance to Shake It Off in it! The other outfit is an incredible gold catsuit covered in heavy embellishment which continues all the way down to the heeled ankle boots.

Stop 7 Taylor Swift at The Songbook Trail

The fashion gallery is the perfect place for Taylor’s debut era which has my favourite items – a pair of blue personalised cowboy boots by Liberty Boot Co teamed with a floaty blue gown.

Stop 8 Evermore at The Songbook Trail

Heading to Level 2 now to the Paintings area, you’ll see this the perfect backdrop to enter the Evermore and Folklore eras. You’ll first find the delicate dress from the Willow video surrounded by pages from the storyboard swooping round.

Stop 9 Folklore at The Songbook Trail

Swifties won’t need me to tell you that this chunky cardigan is from the Cardigan video complete with the embroidered stars and neck / cuff details. The piano overlooks landscape paintings linking to the natural beauty of this era. The strand of light connecting these collections is cleverly threaded through the top of the piano echoing light that Taylor follows into the piano in the music video.

Stop 10 & 11 Records & Re-records and Midnights at The Songbook Trail

This is simply epic! We have the VERY cool white shirt with all the missing albums printed on that Taylor wore to perform a medley of her songs. There is a wonderful film of Taylor’s life playing overhead on translucent fabric giving an ethereal feel. We have outfits from the Midnights era that stunning sparkling gown from the red carpet and the yellow gown from the Bejewelled video. Make sure to check out the magazine covers and Eras Tour poster complete with friendship bracelets!

Stop 12 The Tortured Poets Department at The Songbook Trail

The final fashion stop is a knockout moment. Beautifully positioned at the bottom of a sweeping staircase is the Tortured Poets Department dramatic black dress from the Fortnight music video. The detail here is insane with all the dark romantic frills and exaggerated sleeves. Extra points for the typewriter, stacks of classic books and strategically placed floating sheets of paper to mirror the music video details.

Stop13 Childhood at The Songbook Trail

A cute one to end on but very simple. This stop had videos playing on a loop from Taylor’s childhood. A full circle moment.

The End Of This Era

The exhibition really highlights how incredible Taylor’s storyteller is. Mixing drama with romance and clearly defining each stage of her life like carefully crafted chapters. It has been a method that has allowed her fans to follow along and identify with.

I tried to replicate this in my storytelling too, especially with the distinct seasons which I champion in my marketing strategy. I really loved exploring Taylor’s eras in my blog on Swifties Guide to the City with Outfit & Location Ideas which you can read next 🙂

Looking for more Taylor Swift London Outfit and Location Ideas click here.

Check out my Taylor Swift Walking Tour for Kensington to Notting Hill

Are you going to the concert in August? Check out my tips for Taylor Swift at The Eras Tour Wembley here:

For Taylor Swift’s Marketing Strategy take a look here:

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