Today Empress Of  has released a new music video for “Icon,” a song off her debut album Me (out now on Terrible Records). The video was co-produced by Urban Outfitters as the 24th installment of their UO Music Video Series. 

The video, directed by Eli Born, was a very collaborative process explains Lorely, “I found a cinematographer that I loved and we just talked to each other for a couple of weeks. It was this kind of co-direction, we talked about what the song meant, how I wanted it to look, where we wanted to shoot, and how we would get the feeling of the song out of these locations. It was by far my favourite music video I’ve made.” Empress Of recently completed a tour of North America and some support dates with Purity Ring in Europe. 

Over the past four years, the UO music video series has helped produce music videos for Empress Of, and bands like Petite Noir, Tanlines, Ariel Pink, Perfume Genius, Tame Impala, and Blood Orange.”