The clip, which took a whopping 22 hours to shoot, finds the “New Rules” crooner battling a darker, more empowered version of herself with Lipa visualizing the internal struggle one faces through her hot and cold outfit color choices and interpretive dancing.
“IDGAF” Director Henry Scholfield described the meaning behind the video in a statement saying their goal was to, “embody the sense of empowerment in the track, whilst going beyond the literal breakup context,” before adding that they “had in mind a visual of the internal struggle, showing the two sides of Dua’s emotive state, like an argument with someone you love. The strong Dua at first berating then eventually persuading her weaker alter ego that they both don’t give a f—.”
Lipa echoed Scholfield’s comments saying “This video is about your stronger and weaker side fighting with each other only to realize that self-love is what will help you overcome any negativity that comes your way.”
The video's release is just the beginning of what is sure to be a big year for the singer who was named Spotify U.K.’s most streamed female artist of the year in 2017. Lipa will return to the U.S. in February to continue her sold out headlining Self-Titled tour followed by her headlining U.K. arena tour. Lipa echoed Scholfield’s comments saying “This video is about your stronger and weaker side fighting with each other only to realize that self-love is what will help you overcome any negativity that comes your way.” This article originally appeared in Billboard
Artistic direction: Henry Scholfield & Mosaert (Paul Van Haver aka Stromae and Luc Junior Tam)
Director: Henry Scholfield
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