The fashion, focus, and effects of “Send My Love”

Adele just released the video for her latest single “Send My Love (To Your New Lover),” and it’s beautiful, of course. She’s Adele.

But Adele did something with this video that she rarely ever does.

She filmed it color.

Adele performing in her latest music video “Send My Love (To Your New Lover).”

I know her older videos from 19 were shot in color, and her video for “When We Were Young” was, too, but when I think about Adele’s most iconic songs, “Someone Like You” and “Hello,” I cannot separate the black and white videos from the songs. They’re linked together in my mind.

Now, having said that, I adore the art direction of the new video. It’s psychedelic in the same way music videos from the 60s and 70s would cross fade to create a trippy superimposed effect.

And it’s a bit messy, too. The double exposure is not defined like the clean, crisp edits of Beyoncé’s “Ghost” and “Mine” videos.

No, these visual swells do not represent the refined Adele we’ve come to know through her music who dons black dresses and sings somberly. It’s loony “Aunt Adele” who wears beautiful Dolce & Gabbana floral dresses while cursing and cackling in between sets.

It’s a glimpse into her ever changing, colorful world.


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