Camila Cabello stays in motion in the music video for her newest single, "i luv it." Whether in a wrestling match in a gym, laying on top of a crashed car, or sprinting down the street, Cabello keeps it active in her latest release.
A new track from the former Fifth Harmony member, "i luv it" is a departure from Cabello's typical style. She leans into a more hyperpop sound, with high-pitched, glitchy repeats of "I love it/I love it/I love it" on the chorus.
Some fans of Brit-popper Charli XCX took to the internet to point out the song's similarity to XCX's "I Got It." However, in an interview with Paper, Cabello clapped back to the haters, explaining that she's a massive fan of XCX, and a comparison is a "huge compliment."
She elaborated, saying, "Charli loves me, so everybody can f--- off."
XCX responded to this fictional "beef," with a simple tweet: "i luv it i luv it i luv it" [sic].
Cabello first posted a sneak peek of the track on her Instagram in early March, followed by several Tik Toks featuring a sped up snippet of the song. A music video preview arrived on Mar. 26, and the track was released the following day.
"I luv it" features the "Havana" singer rocking blond hair with bangs as she flees a variety of foes. Certain scenes feature Cabello with a literal arrow through her heart; others see her clinging to the top of a palm tree. There's chaos throughout the trappy, poppy, digitized song.
Rapper Playboi Carti hops onto "i luv it" for a snappy verse. Though rumors swirled that the "Vamp Anthem" rapper would join Cabello on the track, his feature comes as a surprise. In the music video, the singer and rapper join together in a gas station; Carti breathing new air into the track with his unique sound.
The track interpolates Rihanna's sensual, confident bop, "Cockiness (Love It)" on its chorus, heard in Cabello's droning repeat of "I love it, I love it."
Cabello also throws in a tasteful sample of Gucci Mane's hit song "Lemonade." The track dives into iconic lines from the "Black Beatles" rapper's 2009 smash hit: "Lemons on thе chain with the V-cuts (Yeah, yeah, brr)/Lеmons in their face, watch 'em freeze up (Ah, ah, brr, brr)."
Cabello and Gucci Mane previously collaborated on Fifth Harmony's "Down," which won Best Pop Video at the 2017 MTV Video Music Awards.
Fans reacted to "i luv it" with excitement, with one YouTube commenter declaring that it is "Song of Summer 2024, mark my words."
Set for a summer release, Cabello's forthcoming album C, XOXO has been described as her "boldest solo album" yet. It was further described as "heavy on big swings and eye-popping features." As a preview to what's to come, "i luv it" promises a fresh, exciting new start to the "Señorita" singer's discography.
