Fujifilm has signed on as a global sponsor of Taylor's "reputation Stadium Tour". In
addition, Taylor has paired up with the company to create a special-edition instax camera, set to release in October 2018.
On May 9, 2018, instax shared on Twitter: "We're SO thrilled to announce globally that instax is partnering with Taylor on the "Taylor Swift Reputation Stadium Tour"! Get ready for some
amazing stuff on the way...We're so excited!"
As part of the deal, each tour features custom instax "experience booths" for fans, as well as interactive activities. Taylor, who is described as a "longtime instax
user," will appear in TV commercials for the cameras, as well as in an online campaign.
Taylor's square-shaped instant camera comes complete with Swift's printed signature and reputation-themed graphics.
Using "Gorgeous" as the background track, Swift shows off her camera and its functions - including selfie mode, double exposure and "all kinds of things you can play around with."
"I think there's something cool about having a photo you can tangibly hold in your hands right after you took it," she says, telling fans how she likes to keep photos in her diary when she's on
tour. "It's kind of a really nice memento from good times."