George Michael's 1990 hit single, "Freedom! '90," is notable not only for its musical qualities but also for its groundbreaking music video. Directed by David Fincher, the video served as a powerful statement about Michael's evolving relationship with fame and his public persona. Rather than appearing in the video himself, Michael chose to feature a cast of supermodels, a decision that underscored his desire to distance himself from the intense scrutiny
that had accompanied his earlier success. This deliberate absence, combined with the symbolic destruction of iconic items from his "Faith" era, transformed the video into a profound act of deconstruction, signaling a new chapter in his career and personal life.
Michael's Retreat from the Camera
By 1990, George Michael had grown weary of the pressures associated with his celebrity. He expressed this sentiment to the Los Angeles Times, noting that at a certain point, the dynamic between an artist and the camera shifts, with the camera eventually needing the artist more. This realization, he explained, can be off-putting, making it feel as though fame is taking something from you. Consequently, Michael made a conscious decision to avoid photo shoots and music videos, even stating, "I would like to never step in front of a camera again." This stance was a direct response to the overwhelming nature of his public image and the constant demand for his physical presence in media.
Although he initially refused to appear in any video, Michael eventually agreed to film one for "Freedom! '90," but with the firm condition that he would not be in it. This decision set the stage for a unique and impactful visual narrative. His inspiration for the video's casting came from Peter Lindbergh's iconic January 1990 British Vogue cover, which featured supermodels Naomi Campbell, Linda Evangelista, Tatjana Patitz, Christy Turlington, and Cindy Crawford. Michael personally invited these five models to participate, envisioning them as central figures in his artistic statement.
Supermodels as Stand-ins and Symbols
The casting of supermodels in music videos was not uncommon at the time, but their role in "Freedom! '90" was distinct. Typically, models would portray a singer's love interest, as seen with Christie Brinkley in Billy Joel's "Uptown Girl" or Christy Turlington in Duran Duran's "Notorious." However, for Michael's video, the five chosen models were tasked with lip-syncing the song in his stead, effectively becoming his on-screen proxies. This choice was a bold artistic move, allowing Michael to convey his message without directly engaging with the camera himself.
Linda Evangelista initially needed some convincing to join the project. She recalled Michael suggesting it would be a "big deal" for them and beneficial for their careers, to which she responded, "Please, we're here. We've already arrived!" However, after speaking with Michael, she was persuaded and rearranged her schedule to participate. Reflecting on the experience in a 2015 Vanity Fair article, Evangelista acknowledged Michael's foresight, noting that even today, people often remember her from that video. An initial disagreement over salaries was resolved when Annie Veltri, who represented several of the models, ensured that all her clients would be compensated equally at $15,000 a day.
The Destruction of the "Faith" Era Icons
The music video for "Freedom! '90" was directed by David Fincher, known for his work with artists like Madonna and Aerosmith. Fincher's team included Camilla Nickerson as the clothes stylist, Guido for hair, and Carol Brown for makeup. Cinematographer Mike Southon shot the video in a vast building in the London Borough of Merton, which Nickerson described as having a "grandeur and a Blade Runner feel." Despite his absence from the screen, Michael was present on set during the multi-day shoot.
The 92-sketch storyboard for the video meticulously outlined each scene. The models filmed on separate days, with the exception of Evangelista and Turlington, who shared a scene. Each model was assigned a verse to lip-sync. For the song's chorus, Fincher conceived a powerful visual metaphor: the destruction of three iconic items from Michael's 1987 "Faith" music video that had become synonymous with his public image. These were his leather jacket, a Wurlitzer jukebox, and a guitar. At each occurrence of the word "freedom" during the chorus, these items, except for the leather jacket, exploded in a ball of flame. The leather jacket itself was ignited and burned before the chorus. This symbolic act of destruction represented Michael's deliberate shedding of his past image. The video also subtly contrasted with "Faith" by opening with a compact disc player's laser reading a CD, rather than a jukebox needle touching a vinyl record, after Evangelista turns on the player. In a 2004 interview, Michael explained the symbolism, stating that by the end of the "Faith" tour, he was miserable due to knowing he was gay and wanted to deconstruct his image with dignity.
Fashion and Impact
Camilla Nickerson envisioned a "low-key street style" for the wardrobe, characterized as "undone beauty," which contrasted with the more "vampy, larger-than-life" fashion trends of the time. Linda Evangelista's black sweater was from Nickerson's own closet, and Naomi Campbell's studded biker boots belonged to Nickerson's boyfriend. The most significant wardrobe expense was a 60-foot-long linen sheet used by Christy Turlington, specified by Fincher. Hair stylist Guido tailored hairstyles to each model's personality, aiming to accentuate their "true beauty." Evangelista dyed her hair platinum blonde the night before the shoot, which reflected the cool-blue lighting. Campbell's hair was curled and pulled up with a headband for a 1960s "tough chic" look, enhancing her solo dance. Patitz's hair featured soft curls, while Turlington's was gelled back to highlight her statuesque form as she trailed the linen sheet. Makeup artist Carol Brown also emphasized each model's individuality: Cindy Crawford was the "sexy one," Christy Turlington the "cool, classic one," and Linda Evangelista the "chameleon." Fincher instructed Brown to make Crawford's makeup look "completely trashed, as if she'd been in a steamy atmosphere," which Brown achieved by oiling it down with glycerin. Crawford spent much of her time topless in an empty bathtub, positioned on an apple box for visibility.
The video premiered a few weeks after filming and received heavy rotation on MTV. Cindy Crawford, reflecting in 2015, noted that while they initially thought they were just making a "really cool video," in retrospect, it possessed a dark humor. She suggested that as MTV had made physical beauty essential for selling music, the video ironically used five beautiful faces instead of the singer to mock this industry shift. This layered meaning solidified "Freedom! '90" as a significant cultural artifact, not just a music video.
