The concept was deeply influenced by Sandé’s personal history and observations:
The video follows an emotional journey between two characters, often interpreted as sisters or close childhood friends. Emeli SandГ© - My Kind of Love (Official Music Video)
: Sandé visits her friend (Lewis), who is suffering from a severe illness, likely cancer, which has caused her to lose her hair. The concept was deeply influenced by Sandé’s personal
: Sandé has stated that while the song can be interpreted romantically, its core is about a love that is steadfast and reliable even when things are "not perfect". Alternate Remix Video Emeli SandГ© - My Kind of Love (Official Music Video)