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"H&M Life has initiated a new project where young artists from different parts of the world produce music videos with the support of H&M. All the videos will have their premieres on H&M Life. First out are Dum Dum Girls from Los Angeles", says the description on H&M’s YouTube channel.
The video, which was directed by Cody Critcheloe, carries certain gloominess and therefore, has been conveniently released on Halloween.
So, here’s the breakdown of it…
First, the video lets you through the gates of heaven only to find some sharply dressed angels hanging around home appliances, looking distant and uninterested while they’re enjoying some good music. The video then transitions into the Garden of Eden scene, where we see Dee Dee Penny in her two-piece latex outfit slowly swaying to the tune of her song while the snake crawls around her feet. The song Penny is dancing to is titled “Lost Boys And Girls Club” and features hazy female vocals, 80s synth instrumentals and blazing guitars.
Then the video goes back to the angels, who are now cutting leaves off (I assume…) the apple tree? The garden then transitions through seasons and starts to decay as the angels take over it. The lightning strikes and the angels go wild, vandalizing the heaven until they finally shatter it to pieces. You can notice that at this point they have lost their wings, indicating that now they’re the fallen angels. Amidst all the madness, Dee Dee holds her hands in praying position, until it all ends and the angels, as well as the slapping rain, finally calm down. Then she leaves and we can see the words “Lost Boys And Girls Club” sprayed on the wall of the set.
The video carries Biblical themes and examines, or shall we say, plays around with, the notions of darkness and light, good and evil. The song definitely complements the video and vice versa…
Check it out here! What do you think?
Image: Video Screenshot