The video showcases a lineup of jaw-dropping fashion moments, created by a team led by stylist and i-D fashion editor Ib Kamara with styling consultant Eyob Yohannes and stylist Miguel Cervera, while Maluma‘s personal stylist Julian Rios created the Latin singer’s looks.
In a video clip teaser on her Instagram page, the 60-year-old pop star says that it was none other than Martha Graham of the famed contemporary dance school in New York that Madonna attended, who bestowed the moniker 'Madame X' on her 19-year-old student in the late 1970s. 'In walked Martha Graham with her long, black gloves and her incredibly beautiful, intimidating face. She said, 'We have rules and we have regulations.' ... She said, 'I'm going to give you a new name, Madame X. Every day you come to school and I don't recognize you. Every day you change your identity and you're a mystery to me.' And I said, 'Good, thank you.''
Long elbow-length leather gloves made in Italy by New York-based designer Carolina Amato's accessory house Amato are worn by Madonna throughout the video as a tribute to Graham and this telling moment that inspired the new album name and Madonna's constant chameleon-like fashion metamorphosis.
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