In what can only be described as a seismic shift in the world of pop culture and product placements, Taylor Swift, America’s sweetheart-turned-political commentator, has reportedly lost brand deals worth a staggering $125 million. The reason? Her latest “big endorsement,” which seemed to hit all the wrong notes with some of her biggest sponsors.

The pop icon, known for turning heartache into chart-topping hits and leaving a trail of ex-boyfriends in her lyrics, has now left something else in her wake: a bunch of executives scrambling to cut ties with her brand. It turns out that Swift’s political opinions—despite her knack for turning breakups into ballads—don’t have the same appeal when it comes to selling lipstick and luxury cars.

It all started when Taylor Swift, who has been increasingly vocal about her political views, decided to go all-in on a major endorsement during her latest Instagram live session. After months of hinting at her political leanings and subtly weaving her opinions into her songs, Swift made it official: she threw her full-throated support behind a controversial political figure.

Was it a presidential candidate? A new movement? A cause everyone can get behind? No. In a twist that no one saw coming, Swift endorsed…a vegan cryptocurrency backed by none other than Elon Musk’s second cousin.

Her exact words? “This crypto is the future, and honestly, we need to save the planet—and our portfolios.”

Now, Swifties, her famously devoted fanbase, are used to their queen taking bold stances, but no one expected this. The fallout was swift (pun intended), and not just from fans. Big brands that had signed lucrative deals with the pop star suddenly had second thoughts. After all, a vegan cryptocurrency? Backed by Musk’s cousin? It was just too weird, even for Swift.

Before this moment, Taylor Swift was the golden child of advertising. Her face could sell anything: perfume, sneakers, soft drinks, insurance—you name it. In fact, she’d even managed to make cat food look glamorous in her partnership with Meow Mix. If Taylor endorsed it, it was guaranteed to fly off the shelves. But not this time.

Swift’s big endorsement, which she assumed would be a hit with her environmentally conscious, forward-thinking fanbase, backfired in ways no one could have predicted. Within days of the announcement, some of the biggest brands in the world were backing away from their multi-million-dollar contracts with the star, hoping to avoid the PR mess Swift had inadvertently created.

“Taylor Swift was the perfect fit for our brand,” said a spokesperson from a well-known luxury car company that has chosen to remain anonymous. “But associating our high-end, gas-guzzling vehicles with vegan cryptocurrency? That’s a no from us.”

Cosmetics giant CoverGirl, another major brand tied to Swift, also dropped her like a bad habit. “Taylor’s influence is undeniable,” a company insider revealed. “But after the endorsement, we had to reassess. We sell lipstick, not digital currency that smells like kale.”

Even Diet Coke, the soda that had been practically synonymous with Taylor’s concerts and tours, suddenly seemed too nervous to maintain the association. “We love Taylor, but this…crypto thing? Yeah, we’re going to pass,” a company spokesperson said while nervously eyeing the endorsement fallout.

It didn’t take long for the total damage to be tallied. Brand deal after brand deal evaporated, and when the dust finally settled, Taylor Swift had lost a jaw-dropping $125 million in endorsements.

The numbers are shocking, even for someone of Swift’s stature. But more shocking still is how fast it all unraveled. In a matter of days, she went from the pop star who could do no wrong to the cautionary tale of how even the most famous endorsements can go horribly, horribly wrong.

Her $30 million deal with a high-end jewelry brand? Gone. Her $20 million sneaker collaboration? Poof. Even her planned line of eco-friendly handbags was axed before it hit the shelves, with one brand exec explaining, “We wanted eco-friendly, but we didn’t want that kind of eco.”

But perhaps the most baffling aspect of the entire debacle has been the reaction from Taylor’s own fanbase. The Swifties, who normally rally behind their idol like knights defending a pop kingdom, were visibly divided over this bizarre endorsement.

On Twitter, the reactions ranged from disbelief to outright confusion. “I loved her music, but now I have to ask: Is Taylor okay? What even is vegan crypto?” tweeted one fan. Another commented, “I was with her through ‘1989’ and ‘Reputation,’ but this…this I can’t follow.”

Meanwhile, some loyal Swifties tried to defend their queen, albeit with less enthusiasm than usual. “I mean, it’s…cool that she’s thinking about the environment? I think? I’m not really sure what’s happening,” wrote one fan in a Reddit thread that quickly spiraled into chaos.

So, how has Taylor responded to all this? Has she issued a formal apology or tried to distance herself from the fiasco? Not quite. In true Taylor Swift fashion, she’s leaning into it.

In a statement released on her Instagram Stories, Swift said, “I know my fans may not understand my decision, but I’ve always been about bold moves. This is just another bold step in my journey to make the world—and the financial market—a better place.”

She went on to defend her decision, claiming that “this cryptocurrency will help fund sustainable projects and save the planet. I believe in it, and I think others will, too.” And while some fans are still scratching their heads, others are wondering if this is just another step in Taylor’s ongoing evolution from country star to pop icon to…cryptocurrency influencer?

As the dust begins to settle on what may be the most bizarre chapter in Taylor Swift’s career, one question remains: Can she bounce back from this?

Maybe, just maybe, her next single will be titled “Crypto Heartbreak.”