Camila Cabello recently unveiled the highly anticipated music video for her latest single, ‘I Luv It’, featuring rapper Playboi Carti. This song marks the first glimpse into Cabello’s upcoming album, slated for release later this summer, building excitement among her fan base.
Directed by Nicolás Méndez at CANADA, the music video for ‘I Luv It’ showcases a darker and edgier side of Cabello. In a nod to her ‘villain era,’ she portrays a character grappling with heartbreak and emotional turmoil. Throughout the video, Cabello engages in symbolic and dramatic gestures, such as drinking gasoline, evading police dogs and envisioning destructive acts like firing a gun at her bed.
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The video culminates with a striking scene where Cabello is shown in a hospital waiting room, metaphorically wounded by an arrow piercing her heart.
The release of ‘I Luv It’ comes after weeks of anticipation, during which Cabello teased her fans with hints and clues about the upcoming project. Her social media activity, including photos showcasing her new blonde hair and moody aesthetic, hinted at an impending shift in her artistic direction.
“Now I feel kind of lonely and small and weird, but at the same time, I’m an adult and I feel so strong in other areas of my life, but not this one. There’s just the wrestling of those feelings without it being kind of neat or in a box. You can’t really say that it’s a sad song, you can’t really pin it down. It’s just kind of me wrestling with these feelings and me kind of being really present on a particular feeling and exploring it. I feel like a lot of songs on the album are like that.”
-Sushmita Sarkar