Following Taylor's feud with Kim Kardashian and Kanye West in 2016, the singer was called a snake, and her Instagram account was flooded with the reptile emoji. While the name was meant to be derogatory, Taylor decided to take control of the narrative when she released her sixth album. Not only did she use a snake to announce her return to music in 2017, but the imagery also continued long into her Reputation era. In addition to deeming herself the "snake queen" in her "Look What You Made Me Do" music video, she also sold snake merchandise and had huge inflatable snakes during her concerts this year.