Rising UK alt-pop / rock outfit AFTERDRIVE return this week with their sharpest, sleekest statement yet: ‘Fashion’, a brooding, pulse-quickening single that captures the emotional whiplash of modern romance.
Released on February 25th, the track finds the band leaning into a darker sonic palette without sacrificing the immediacy that’s fuelled their rapid ascent. Driven by taut guitar lines and glossy, contemporary synth textures, the song – produced and mixed by Thomas Mitchener (Pixie Lott, NOAHFINNCE) – balances urgency with atmosphere, as crashing drums and modern electronic textures simmer beneath vocalist Ben Watts’ effortlessly cool, commanding delivery.
Lyrically, ‘Fashion’ dissects the tension between infatuation desire, as the band explore the push-and-pull of physical closeness and emotional distance in an era where connection is often filtered through curated feeds and curated personas. It’s a theme that feels distinctly Gen Z – desire complicated by perception, vulnerability masked by aesthetics.
The single arrives with a hypnotic music video produced and directed by Milc Creative, amplifying the track’s moody, stylised energy. Visually and sonically, AFTERDRIVE appear to be refining their identity – sharpening edges rather than softening them.
Watch the official music video for ‘Fashion’ below:
Comprised of vocalist Ben Watts, bassist Ed Ruff, drummer Joe Watts, and guitarist Luke Ellis, AFTERDRIVE have steadily built momentum with a sound that fuses classic guitar-driven ambition with a modern electronic sheen.
Last year saw the lads support Ed Sheeran at his Portman Road stadium show, and most recently drop their song ‘Necklace’ in November, much to the delight of fans and critics, who praised the uber talented four piece for caring less about chasing trends, and more about and more about carving out a sound that feels authentic, emotionally charged, and unmistakably their own.
The release of ‘Fashion’ precedes a headline show at The Social in London on March 9th (tickets are on sale now here), before the band heads out in support of Maggie Lindemann across the UK and Europe this spring.
‘Fashion’ is available now on all major streaming platforms. Stream / download HERE.
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