Pada tanggal 18 Agustus 2017, Swift menghapus seluruh postingannya di akun sosial medianya, termasuk menghapus situs web resminya.<ref name=Time>{{cite news|last1=Hoffman|first1=Ashley|title=Taylor Swift Blacks Out Her Social Media. Internet Melts.|url=http://time.com/4906762/taylor-swift-deletes-social-media/|accessdate=25 Agustus 2017|work=[[Time]]|date=18 Agustus 2017}}</ref> Beberapa hari kemudian, Swift memposting serangkaian klip seekor ular yang melingkar,<ref name="IND1"/> yang menyebabkan banyak media berspekulasi bahwa hal ini dikarenakan oleh perseteruannya dengan [[Kanye West]], [[Kim Kardashian]], [[Katy Perry]], dan [[Calvin Harris]] dipada tahun sebelumnya.<ref name="Time2">{{cite news|last1=Bruner|first1=Raisa|title=Taylor Swift Has a History With Snakes: Here's the Backstory|url=http://time.com/4914211/taylor-swift-snakes-timeline/|accessdate=24 Agustus 2017|work=Time|date=24 Agustus 2017}}</ref> Para penggemar Swift menduga bahwa Swift akan mengumumkan rilisnya sebuah album baru.<ref name=Time/><ref>{{cite news|last1=McDermott|first1=Maeve|title=Is Taylor Swift releasing new music? Her mysterious snake videos hint yes|url=https://www.usatoday.com/story/life/entertainthis/2017/08/21/taylor-swift-back-social-media-mysterious-snake-video-new-song-album/585265001/|accessdate=25 Agustus 2017|work=[[USA Today]]|date=21 Agustus 2017}}</ref> Pada tanggal 23 Agustus 2017, Swift mengumumkan album ''Reputation'' di akun Instagramnya, serta memberitahukan sampul album dan tanggal rilisnya.<ref name="IND1">{{cite web | url=https://www.independent.co.uk/arts-entertainment/music/news/taylor-swift-new-album-reputation-release-date-cover-artwork-how-to-listen-stream-snakes-instagram-a7909191.html| title=Taylor Swift Reputation: Singer unveils new album name, cover and release date|author=Stolworthy, Jacob| work=[[The Independent]] | date=23 Agustus 2017|accessdate=23 Agustus 2017}}</ref> ''Reputation'' dijadwalkan akan dirilis tanggal 10 November 2017.<ref name="CBS1">{{cite web | url=https://www.cbsnews.com/news/taylor-swift-announces-sixth-album-reputation/ | title=Taylor Swift announces 6th album, 'Reputation' |author=Park, Andrea| publisher=[[CBS News]]|accessdate=23 Agustus 2017 | date=23 Agustus 2017}}</ref><ref>{{Cite web|url=http://www.msn.com/en-us/music/news/taylor-swift-announces-new-album-reputation/ar-AAqBiDP?OCID=ansmsnnews11|title=Taylor Swift announces new album, Reputation|publisher=[[MSN]]|access-date=23 Agustus 2017|date=23 Agustus 2017|first=Nick|last=Maslow}}</ref> Singel utama dari album ini, "[[Look What You Made Me Do]]" dirilis tanggal 24 Agustus 2017.<ref name="DV1">{{cite web | url=http://variety.com/2017/music/news/taylor-swifts-new-single-look-what-you-made-me-do-arrives-listen-1202538781/ | title=Taylor Swift's New Single, 'Look What You Made Me Do,' Arrives |author=Aswad, Jem|work=[[Variety (majalah)|Variety]]| date=24 Agustus 2017|accessdate=24 Agustus 2017}}</ref><ref>{{Cite news|url=https://www.usatoday.com/story/life/entertainthis/2017/08/25/look-what-you-made-us-do-critics-slam-taylor-swifts-comeback-single/602321001/|title=Look what you made us do: Critics slam Taylor Swift's comeback single|work=USA Today|access-date=25 Agustus 2017}}</ref> Album ini juga akan dirilis bersamaan dengan sebuah majalah yang juga berjudul ''Reputation'', dan tersedia secara eksklusif di [[Target Corporation|Target]].<ref name="DV1"/> Tanggal 2 September, Swift merilis teaser lagu keduanya di acara ''Saturday Night Football'' yang tayang di [[American Broadcasting Company|ABC]] dan kemudian memposting teaser tersebut di Instagram. Lagu tersebut berjudul "[[...Ready for It?]]".<ref>{{cite web|url=https://www.instagram.com/taylorswift/|title=@taylorswift (Instagram story; only available for 24 hours)|work=[[Instagram]]|accessdate=3 September 2017}}</ref> "...Ready for It?" kemudian dirilis tanggal 3 September 2017 sebagai singel promosional. Tanggal 13 Oktober, Swift menggelar sebuah pesta rahasia di [[London]], dimana dia memperdengarkan album terbarunya secara eksklusif kepada seratus penggemarnya dari seluruh dunia.<ref>{{Cite news|url=http://www.elle.com/culture/music/a13021709/taylor-swift-just-hosted-her-first-reputation-listening-party-in-london/|title=Taylor Swift Just Hosted Her First ‘Reputation’ Listening Party in London|last=|first=|date=2017-10-14|work=[[Elle|ELLE]]|access-date=2017-10-20|archive-url=|archive-date=|dead-url=}}</ref><ref>{{Cite news|url=http://www.etonline.com/taylor-swift-holds-first-secret-reputation-listening-party-fans-uk-and-swifties-are-freaking-out|title=Taylor Swift Holds First Secret 'Reputation' Listening Party for Fans in the UK and Swifties Are Freaking Out|last=|first=|date=|work=[[Entertainment Tonight]]|access-date=2017-10-20|archive-url=|archive-date=|dead-url=}}</ref> Lalu Swift merilis lagu ketiga dari album ini, berjudul "[[Gorgeous (lagu Taylor Swift)|Gorgeous]]". "Gorgeous" dirilis pada tengah malam tanggal 20 Oktober 2017 sebagai singel promosional.<ref name=":02">{{Cite web|url=http://www.billboard.com/articles/news/8006719/taylor-swift-gorgeous-single-release|title=Taylor Swift's 'Gorgeous' New Single Has Arrived: Listen|last=Brandle|first=Lars|date=20 Oktober 2017|website=[[Billboard (majalah)|Billboard]]|access-date=20 Oktober 2017}}</ref>
