VIDEO PREMIERE: 90ivy - 'Tiffany'

90ivy have today unveiled their latest single Tiffany, premiering via The Music.

Late last year the band debuted a new name, alongside their breakthrough single Now Or Later.

The indie-pop quartet (formerly The Flowers) have developed a reputation for their emotive, melancholic brand of music, or as the band describe it, “happy-sad songs for happy-sad people."

Tiffany was written by vocalist Agnes O’Dwyeron on acoustic guitar during lockdown and boasts an infectious melody, a subtle groove and tells a tale of infidelity. 

The accompanying music video was directed by Jacob Thmoas, with Oliver Kirby acting as assistant director, and art direction by Dodge Pangbyrn.

On the creation of the clip, the band stated, "We wanted the clip to really capture that melodrama and cinematic quality that we tried to instil in the music. The clip follows the lyrics closely by portraying the protagonist's rollercoaster of emotions; nostalgia, sadness, anger, bargaining and jealousy.

"We were heavily influenced by Taylor Swift's Blank Space video, which is why we had Agnes in a wig to play Tiffany. We felt this added an element of fun to the video whilst also ensuring that the clip didn't become too much about 'the other woman' and focused more on the two protagonists.

"We wanted the video to mirror the song's message that infidelity is never the 'other woman's' fault, hence why the visuals follow the dynamic between the couple and their communication breakdown which lead to the affair."