More like "The Life of a Trendsetter." Numerous corporations are jumping in on the orange-themed social media trend to celebrate TS12.

Taylor Swift has pulled off a marketing masterclass, one which shows to what extent she’s not just a great pop star – she's a savvy entrepreneur. Euronews Culture decrypts how the last few days have sparked a global trend for big businesses eager to tap into the buzz of her upcoming new album.

With Taylor Swift, a new album unveils a new “era,” and a new era dictates a new costume. This time, she embodies the dazzling spirit of a Las Vegas dancer for her upcoming album “The Life of a Showgirl.