After switching music labels from Big Machine Records to Republic Records and UMG at the end of 2018, Taylor began to call even more shots in her career during her Lover era. In addition to owning her masters for the new album, she also codirected every single one of her music videos in 2019.
Taylor's Lover era also included a major partnership with Stella McCartney. In August, Taylor teamed up with the English fashion designer to create a merch-style collection of t-shirts, hoodies, bags, and sweatshirts inspired by Lover.