Demi Lovato is making a powerful and provocative statement with the cover art for her upcoming ninth studio album, It’s Not That Deep. Stripping down both literally and metaphorically, the pop superstar released the new album cover with her just covered in plastic.
Demi Lovato shares her new album cover
On September 15, Demi Lovato announced her highly anticipated new album, It’s Not That Deep, accompanied by the reveal of its striking cover art. The photo shows Lovato almost completely nude, using a pink dress enclosed in a transparent dry-cleaning bag to cover herself. She stands confidently in the center of a bustling scene where people are engrossed in their own worlds. Like taking selfies, playing chess, and socializing—all seemingly unaware of her vulnerable presence.
The bag itself is stamped with the phrase “We [Love] Our Customers,” adding a layer of irony to the deeply personal statement. Lovato explained to The Paper that this bold visual represents a reclamation of her own narrative and body. “This album really is for my fans. I’m covering myself with a dry cleaning bag, but I’m naked underneath.” The singer described the image as both a “spectacle” and a “reclamation of her body,” a message about being seen on her own terms.
On Instagram, she echoed that sentiment, calling the shoot “the most beautifully chaotic scene.” She also thanked her creative collaborators for helping her achieve the vision. “This music is a reflection of where I am now… It’s time to celebrate and have some fun!!!” she wrote, announcing that the It’s Not That Deep era had officially begun.
The album, set to follow her 2022 rock-driven record Holy Fvck, marks a return to high-energy dance-pop. Fans already got a taste of this new sound with singles “Fast” and “Here All Night.” The latter even features a dance-heavy video filmed in her apartment, where Lovato embraces choreography for the first time in years.
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