The young British singer-songwriter Ama Lou can clearly navigate the fashion world with ease—she took on New York Fashion Week at the beginning of last month in a vintage French baker’s jacket, a custom Clutchgolf suit, and a classic pinstripe blazer, all of which she captured in an exclusive photo diary for Vogue.com.
This innate sense of style translates to her music videos, too, as is the case with her newly released “Northside” video. The entire visual is self-styled, and Lou pulled each piece from her own closet. “The first look is a fit that is kind of classic,” Lou says over email about the red puffer North Face vest that she pairs with a grey sweatsuit. “It’s a North London fit. Growing up my friends dressed like that.” Lou found the “Northside” shirt while vintage shopping online. “I started screaming I was so happy. I loved how it looked, especially with the perfect lettering. I grabbed it and it became the ‘Northside shirt’ to the crew.”
As for that buttery soft, standout black leather jacket, Lou said it’s a styling nod to her overall inspiration for the clip: mid-90s to early 2000s Craig Mack, Mase, and Diddy videos. “Apart from the first look, I was generally doing my interpretation of how the songs felt,” Lou says of her approach. In the end, the styling really does feel ultra-slick and confident, just like the song.
Originally Appeared on Vogue