Sam Smith’s New “To Die For” Video Snatched Their Own Damn Wig

"I feel like it’s from one of the deepest parts of me."

Sam Smith’s new single and video are to die for.

“To Die For,” which was released Friday, is the title track off their upcoming third studio album. The heartbreaking ballad features a sample from the 2001 cult film Donnie Darko, which starred Jake Gyllenhaal.

“Releasing this song is going to be a wild one,” Smith said in a previous statement. “I feel like it’s from one of the deepest parts of me.”

“I wrote this with Jimmy Napes and Stargate in LA during a time of self-discovery and heartbreak. This is for all the lonely hearts out there on another Valentine’s Day xx.”

“I’m more proud of this album than anything I’ve ever done,” the 27-year-old British singer-songwriter wrote on social media. “I’ve really set myself free the last two years whilst writing this & I hope you can dance and relate to these stories.”

Smith, who had previously come out as nonbinary and genderqueer, announced in September that they prefer to be addressed with gender-neutral pronouns: “I’ve decided I am changing my pronouns to THEY/THEM… after a lifetime of being at war with my gender I’ve decided to embrace myself for who I am, inside and out.”

The “To Die For” video, directed Grant Singer, is set at a Los Angeles wig shop where Smith plays a wigless mannequin head in the window, watching life and love go by.

Smith, who celebrated “To Die For” with an actual pop-up wig shop in London’s Soho neighborhood, teased the release on social media by rocking various wigs in photos and videos.

Singer previously directed Smith’s “How Do You Sleep?” video, which let the artist unleash their “inner dancing queen” and set free a “vivacious woman” inside their body.

“To Die For” follows Smith’s cover of Donna Summer’s disco classic “I Feel Love.” Smith also teamed up with Judy star Renée Zellweger to record “Get Happy,” one of Judy Garland’s most beloved songs, for the biopic’s soundtrack.

To Die For, now available for pre-order, is out May 1.

Hold on to your wigs and watch “To Die For” below.
 

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