How Naomi Campbell Inspired Dua Lipa’s ‘New Rules’ Music Video

The best music videos take inspiration from unexpected places. For example, Dua Lipa’s “New Rules” video was partly inspired by iconic model Naomi Campbell. Lipa saw a deeper meaning in one of Campbell’s ad campaigns and she incorporated some of his imagery into the “New Rules” music video. Lipa’s choreographer revealed how “New Rules” aimed to empower women.

Dua Lipa said a Naomi Campbell ad showed female strength

What makes the “New Rules” music video so fascinating is its choreography. The clip shows Lipa surrounded by friends. With a choreographed dance routine, Lipa’s friends save her from getting back into a bad ex-boyfriend. In a musical landscape where fewer and fewer superstars can dance well, the “Hotter than Hell” singer performed a number on par with Michael Jackson at his best.

During an interview with The Cut in 2019, the “Cold Heart” singer discussed the idea behind “New Rules.” “I had saved photos on my phone to use as reference points for the video,” she said. “I had saved an image of Naomi Campbell from the 80s – I think it was a Versace campaign – where she’s holding another girl on her back. I loved the idea of ​​girls looking out for each other like that, holding each other up, that feeling of humility, that feeling of strength.

The choreography of “New Rules” by Dua Lipa was intended to be feminist

Henry Scholfield was the director of the “New Rules” music video. It gave fans insight into Lipa’s intentions. “She said she wanted to do something with girls whispering in each other’s ears,” Scholfield said. “So we worked to integrate this narrative of togetherness and empowerment into our choreography.”

Scholfield took an artistic approach to the video’s camerawork. “The camera always dances with them,” he said. “As an observer, you have to be in there. It can be difficult to achieve this fluidity as a director, but once you imagine the camera as just another dance partner, it becomes much easier. It takes a lot of work to do this, because then you don’t always cut off the flow.

“New Rules” didn’t do much for its parent album in the United States

“New Rules” was Lipa’s first big hit in the United States. It climbed to No. 6 on the Billboard Hot 100 and remained on the chart for a total of 48 weeks. It is still one of his most popular songs in the United States. The song appears on his record. Dua Lipa. The record reached number 27 on the Billboard 200, remaining on the chart for 97 weeks. The fact that the album didn’t reach the top 20 after producing a big hit like “New Rules” is a bit surprising, but Lipa has proven she has some staying power on the US charts.

The Official Charts Company reports that “New Rules” was even more popular in the United Kingdom. There, the song peaked at No. 1 for two weeks. It remained on the chart for a total of 66 weeks. Meanwhile, the album Dua Lipa reached number three in the UK and spent a total of 354 weeks on the charts.

“New Rules” is one of the best dance songs of the 2010s and its brilliant music video took the song to a whole new level.