The glittery video for “Rare,” directed by BRTHR, features Gomez in a rainbow-colored, fairytale woods as she sings the confident, empowering anthem about recognizing how special she is — even if the person she was with didn’t get that message. She literally bursts out of a bubble at one point, which is less symbolic and more on-the-nose of her new attitude of self-acceptance and happiness that each new song touts. Imagery of butterflies taking flight and colorful light shining down on her elevates that message to new heights.
“It was so fun to be in this ethereal forest dream,” Gomez said in a tweet about the “Rare” music video.
It’s not hard to imagine who Gomez is subtweeting with this new song (along with a few other tracks off the album), after her highly-publicized relationship and breakup with Justin Bieber and subsequent hiatus from the public eye to work on her mental and physical health. But rather than looking back on her past with negative emotions, she’s using Rare — which she describes as “honest, empowering, and uplifting” with a message of “self love, acceptance, and empowerment” — to move on in a positive way and to “celebrate how far [she’s] come.”
Honest, empowering and uplifting https://t.co/NY9VwVrUhM— Selena Gomez (@selenagomez) January 10, 2020
Self love, acceptance and empowerment 💖 https://t.co/k50acWxFSg— Selena Gomez (@selenagomez) January 10, 2020
To celebrate how far I’ve come https://t.co/uDyAVRA40C— Selena Gomez (@selenagomez) January 10, 2020