Tate McRae is giving fans another reason to believe that something new is coming. On September 30, the pop star launched a new account titled Tate by TM and shared cryptic imagery centered around “TATE 01,” while a linked signup page simply promises that the project is “COMING SOON.”
The first teaser features a film clapperboard labeled “TATE 01,” with “Directed by Holl” written across it, positioned among rocks beside a body of water. The cinematic setup could point toward a music video, visual project or another creative venture, but Tate McRae has not yet revealed exactly what she is preparing. An announcement is coming tomorrow.
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Adding to the mystery, the account directs fans to a landing page where they can submit their email address and country to receive updates. There is no release title, product description or confirmed date attached to the teaser, leaving the central question open: is “TATE 01” the beginning of McRae’s next musical chapter, or something entirely separate?
One theory gaining attention involves the singer’s trademark filings. Fans have pointed out that filings connected to “TATE” and “TATE 01” cover categories including fragrance, perfume, body mist, skincare, lip gloss, essential oils and candles. If those filings translate into an actual product launch, McRae could be preparing to expand her brand into beauty with her first perfume or fragrance line.
Her growing presence outside music makes that possibility particularly interesting. Earlier in September, Tate McRae appeared in a Calvin Klein campaign, while on September 29 she was announced as one of the performers at the 2026 Victoria’s Secret Fashion Show. The Los Angeles event is scheduled for October 18, adding another major fashion-world appearance to an increasingly style-focused chapter of her career.
Music, however, remains firmly in the conversation. The earliest clues surrounding “TATE 01” can be traced back to McRae’s August festival performances at Osheaga and Lollapalooza, where she introduced an “Anatomy of a Popstar” concept featuring the number “10.1.” With October 1 now here, the timing has only made those earlier visuals feel more deliberate.
Gold has also become a recurring visual language around Tate McRae. At Lollapalooza Chicago on August 2, she ended “Sports Car” by dramatically submerging herself in liquid gold paint, following the introduction of similar imagery during her Osheaga headline set the previous day. Stage projections, costumes and other details throughout the performances reinforced the shift away from the darker aesthetic associated with her Miss Possessive era.
That sequence followed the blockbuster run of So Close to What, which debuted at No. 1 on the Billboard 200 and produced hits including “Sports Car,” “It’s OK I’m OK,” “2 Hands” and “Tit for Tat.”
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