Devon Cole - W.i.t.c.h. (official Video) 📌

The official music video for "W.I.T.C.H." by Canadian alt-pop artist Devon Cole serves as a vibrant, feminist reclamation of historical archetypes. Released on July 7, 2022, following a record-breaking pre-save campaign for Sony Music Canada , the video visualizes the song's central acronym: . Lyrical and Intellectual Foundation

: The song reclaims the "witch" as a symbol of female resistance, autonomy, and rebellion. Cole notes that historically, women labeled as witches were often the original "resistance fighters, healers, and abortionists". Devon Cole - W.I.T.C.H. (Official Video)

: The video features a "cottagecore" aesthetic, with Cole and her dancers performing in prairie-style dresses and Mary Jane shoes. The official music video for "W

: To ground the theme of reclamation, the visuals include "spellcasting" around a bonfire and a "spooky Ouija board experience". Cole notes that historically, women labeled as witches

Directed as a "first big production experience" for Cole, the official video on YouTube blends playful "frolicking" with occult-inspired imagery.

Cole, a psychology graduate, approached the song with academic rigor, conducting weeks of research into the history of witchcraft and pop culture depictions like Sabrina the Teenage Witch .