After announcing that her long-awaited debut album SAWAYAMA will drop in April, London-based futurist pop artist Rina Sawayama has released new visuals for her latest single from the album, titled “Comme Des Garçons (Like the Boys).” Directed by Eddie Whelan and Ben Ditto, the colorful, 90s-inspired video sees Sawayama emulating “positive” masculine confidence as she navigates a surreal world against upbeat, disco-dance beats.
“Male confidence can quite often be a performance – in the media, in the workplace, in movies, in music and that’s what I wanted to explore with this video with Eddie and Ben,” Sawayama said. “We are entering a secret and surreal lab where this masculine figure is being scanned and studied, then going on this wild journey through different versions of myself.” With orange and green-dyed hair and bright blue makeup, Sawayama explores a type of masculine confidence that challenges toxic views of masculinity.
“I wanted on one hand to lyrically explore the idea of people having to adopt negative male tropes to appear confident, whilst on the other sonically paying homage to the early 2000s dance tracks that made me feel confident,” Sawayma continues. “I wanted to sit these two together and make a club fashion banger that makes you feeling like THAT bitch whoever you are.”
Watch the video for “Comme Des Garçons (Like the Boys)” above. SAWAYAMA will drop April 17 via Dirty Hit.