Suki Waterhouse — On This Love

JUL 01 2025 · 12:00

Suki Waterhouse — On This Love (2025) Director: Imogen 'Immy' Waterhouse Era: Post-Indie Nostalgia Revival (2025) - Mid-2020s indie-pop era marked by deliberate retro pastiche, camp aesthetics, and self-aware cultural referencing of 1990s and early 2000s visual media High curatorial value as a document of 2025 indie-pop's sophisticated relationship with retro visual culture. The video is notable for its fully in-house Waterhouse family production model, its explicit invocation of early-2000s VH1 aesthetics as camp critique, and its willingness to engage taboo subject matter through theatrical satire rather than earnest provocation. Represents an important case study in how contemporary artists leverage nostalgia as a lens for social commentary. Context: Released May 1, 2025 via Sub Pop, 'On This Love' arrives as a standalone single following Suki Waterhouse's acclaimed 2024 sophomore album Memoir of a Sparklemuffin. The video engages directly with cultural anxieties around age-gap relationships and the social dynamics of wealth and desire, channeling the iconography of Anna Nicole Smith to simultaneously invoke and subvert tabloid-era judgment. Directed by Immy Waterhouse and edited by Madeleine Jean Waterhouse, it represents a deliberate family creative unit operating at the intersection of indie-pop, camp satire, and retro-television pastiche — a distinctly 2020s mode of nostalgic self-referentiality. Director notes: Immy Waterhouse directed 'On This Love' as part of a full Waterhouse family creative collaboration — sister Madeleine Jean Waterhouse served as editor. Both sisters previously collaborated on Suki's 'Dream Woman' visual. Immy described Suki's character as 'provocative and playful,' and framed the video's theme as exploring 'the space between perception and power.' The video presents a stylized Bel-Air mansion setting with a camp aesthetic deliberately evoking early 2000s VH1 and classic 1990s television drama. The male lead role was played by Grant Rivers.