The Rianne White-directed video is a painted goth-pop scene, reinventing a morbid runway show for Glasgow band The Ninth Wave.

The captivating visuals for Half Pure sees the band take to the catwalk for a faux Victoria’s Secret-style show. Elements of ’90s anti-fur campaigns and controversial Alexander McQueen shows depict the concept of a consumer’s superficial nature; reimagining today’s society as a “plastic World War III.”

And The Ninth Wave say: “The video portrays the result of answering to the expectations set by the vain society we are all a part of.”