As someone who greatly appreciates the creative oeuvre of Florence Welch, (+ her Machine) I am massively delighted that her new video celebrates her as an artiste, not a fashion icon.
It's great that Flo wears Gucci on tour, and that Valentino designers Paolo and Maria cite her as their muse in this months Vanity Fair, its even great that there's rumours of a TopShop collaboration. But enough already!
So trilbies off to Flo and her manager Mairead Nash for making this video go back to her roots as a singer/songwriter/performer and artist doing her thing in the studio, pencil and paper in hand, cans on her ears. In a pleasing turn the clothes in this video - all vintage - are mere accessories to her talent.
Put this on big screen and forget about the world for five minutes.