Culture

Culture.Hype: We Need To Talk About This Celine Dion Video

This is what Instagram dreams were made out of

Emma Firth | 05.12.2019

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Celine Dion is the HRH of overstatements. Whether rocking up to Paris Fashion Week in a graffiti-emblazoned swimsuit and matching blazer, neon green Balenciaga or an £680 Vetements Titanic hoodie.

Late 2010s Celineaissence aside, cast your eyes back through the archives and she’s always erred on the sartorially brave side. "People thought it was a mistake that my suit is backwards," she once said of her 1999 Oscars white tuxedo. "I'm not a lunatic, I was not that late. Thanks.."

Twenty years later and the Instagram-heavens have opened with a meta music video from the iconic songstress. In the first three seconds, the piano notes are a big giveaway, it's a reimagining of her 1996 classic “It’s All Coming Back to Me Now.” Already, we are hooked. Though, unlike the OG version, she’s now gone full on influencer.

What ensues is essentially a look book of designers, such as Revolve, Michael Kors, Marc Jacobs, Oscar de la Renta, with purposely obvious shopping tags popping up throughout the music video. What is actually going on? You ask. The magical 60 second spot is - in case you hadn’t guessed already - in fact an ad for Instagram's 'Shopping' feature.

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“Honey, over the top music videos never went out of style,” Dion captioned the post on the social platform. “Had so much fun working with my friends at @Instagram to bring ‘90s style back for the holidays. Shop with your on Instagram.”

“I love Celine and thought the video concept was hysterical and fun,” video stylist Mel Ottenberg told Fast Company. “I approached the styling by looking at fashion on Instagram and seeing what gave me the ’90s/’00s throwback vibe: a denim bustier from Revolve gave me a Britney/Justin 2000 denim feel. White Michael Kors sunglasses gave me Mary J. Blige’s 1995 Share My World album cover. A black Good American catsuit gave me the 1990 Justify My Love video [from Madonna]. An Adam Selman snakeskin legging and sports bra gave me all sorts of era feelings. And we just went with it.” We can't. Stop. Watching.

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