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Jessie Ware celebrates self-love in new ‘Free Yourself’ music video

“‘Free Yourself’ is the beginning of a new era for me,” Jessie Ware says.

By Emily Maskell

Words: Emily Maskell; pictures: Jessie Ware

The music video for Jessie Ware’s latest single ‘Free Yourself’ is a declaration for self-liberation.

Strutting into a regal room in an extravagant ruby red dress she stands like a preacher before avid listeners who hear her lecturings of “you are a name, not a number” and shed their dull cloaks to reveal their “extraordinary colours” consisting of leather harnesses, denim skirts, and glittering gold accessories. 

As the chorus hits, Ware’s congregation bursts into dance on dining tables and stone pillars as she sings: “Free yourself/ Keep on moving up that mountain top/ Why don’t you/ Please yourself/ If it feels so good then don’t you stop.”

The Vicky Lawton-directed video’s foundations rest on the concept of freedom of self-expression, basking in uninhibited and unfiltered

“‘Free Yourself’ is the beginning of a new era for me,” Ware shared in a statement. “I’m so excited for people to have this song for the end of their summer; to dance, to feel no inhibitions & to feel joyful because that’s how I’ve been feeling recently being able to tour again and being able to sing again. Enjoy yourself, Free Yourself!”

The new music is just a taste of the 37-year-old singer’s forthcoming fifth studio album and if this uplifting tune is anything to go by, it’s going to be great.

Ware has expressed her fondness for the queer following that has gravitated towards her music; “It wouldn’t be the same show without my gay fans. It’s warm and fun,” Ware has previously told Attitude.

“One of the ways I approach music is that I don’t want to ever take myself too seriously,” she added. “I want it to feel like it’s fun and sometimes a bit melodramatic and over the top. My gay fans make it fun for me.”

Ware is on tour in October as Harry Styles’ Love on Tour support.

The Attitude September/October issue is out now