London-Based DIY Artist Foxgluvv Throws a Pity Party in 'Not Cute' Music Video

Ben Rotherham 


“Probably hungover, definitely pop,” reads Foxgluvv’s Instagram bio. With a sea of colorful selfies, images of drag queens and found typography in her feed, it’s clear that this DIY London-based musician knows her aesthetic.

“It’s all the things you’d expect from pop music, but it’s got a slight laziness to it,” explained the singer, born Imogen Davies, of her overall vibe. “One of my friends once said it reminds them of coming out of a club at 5am, with the perfect mixture of being buzzed and feeling sluggish.”

Her music video for “Not Cute,” out today, captures that essence perfectly. “My whole project is DIY and self-directed, so I filmed it with a group of friends with the intention of mixing self-pity alongside celebration to get across that although there might be an underlying somber attitude to the song.” She added, “We also had the idea of making the video get uglier as it progressed, so we used a mix of cameras to get different qualities throughout - including an old handheld digital camera that we used to use in high school.”

She wrote the song with producer pal Scott Colcombe about the familiar feeling of knowing when a relationship just isn’t meant to be. "The main line, ‘You’re not cool enough for me, and I’m not cute enough for you’ doesn’t mean those exact things on paper," she explained. "It’s more of a nod towards all of the little things that might be irritating enough to end a relationship.”

Sonically, Foxgluvv is inspired by ‘80s -- think Madonna and Hall and Oates -- as well as modern pop princesses like Hayley Kiyoko and Charli XCX. “We really wanted those inspirations to shine through in the single in any way possible, no matter how subtle,” she said.

Check out the video for “Not Cute” below.


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