Upon release, it received mixed reviews from music critics, who commented on the artist's shift from conventional pop to alternative hyperpop. Some praised the song's energetic production, while another considered the change in style a "failed experiment", appreciating its departure from overly serious pop music.
Background and promotion
"Certain things in our human realm do make me feel like I’m in outer space, and the very rare few times where I’ve had incredible chemistry with someone is one of them... Part of that cocktail is also the emotional drama between you and that person, and the chaos and butterflies and nerves and passion. It’s unsustainable and not peaceful and exhausting, but also, I luv it."
–Cabello discussing the song in a press release for "I Luv It"[3]
Cabello first started teasing the song on March 5, 2024, which widely received comparisons to British singer Charli XCX's song "I Got It" (2017).[4] A clip posted to her social media features the singer with blonde hair repeating the chorus over an "electro instrumental",[5] while hanging out of a moving car which fans compared to a scene from Hereditary (2018). XCX acknowledged the comparisons to "I Got It" by recreating Cabello's car video using her own song, which was perceived as a "mockery" or a "jab".[6] Cabello, however, reposted the video and embraced the comparisons in an interview for Paper, expressing admiration for XCX and dismissing the feud allegations.[7] On March 22, American singer Lana Del Rey promoted the song through her Instagram account.[8][9]
Cabello announced the single and shared the artwork on March 25.[10] On March 27, 2024, the music video directed by Nicolás Méndez, the founder of Canada, and produced by the company, premiered along with the song.[11]
The Nicolás Méndez-directed music video contrasts a scene of Cabello eating from a whole chocolate cake with different nightmarish sequences of her, including sprinting away from dogs, getting beaten up in a wrestling match, being stuck at the top of a palm tree, and lying mangled on a car. Cabello is seen shooting up a king-sized bed with an imaginary automatic firearm. Playboi Carti's appearance alongside Cabello in a gas station convenience store is preceded by an exterior nighttime shot of Cabello dancing blindfold with a group of women. The video ends with Cabello waiting for medical treatment, having been shot through the heart by Cupid's arrow.
"I Luv It" received mixed reviews from music critics upon its release, most of whom opined on her change in sound from conventional pop to alternative hyperpop. In a positive review, Robin Murray of Clash complimented the song's "colossal sense of acceleration" and "hyper-colorful production".[17] In a mixed review, Alphonse Pierre of Pitchfork described Cabello's switch to hyperpop a "failed experiment", however noting that "while quite a few of the mega, mega pop stars are begging to be taken so seriously, it's nice to just hear some good ol' fashioned expensive nonsense."[18] Steffanee Wang of Nylon further commented on the shift in Cabello's sound, stating her effort "feels so transparently calculated you can almost visualize all the decks, emails, and vision boards, but she also commits to it all so hard you have to give her credit".[19]
^"ČNS IFPI" (in Slovak). Hitparáda – Radio Top 100 Oficiálna. IFPI Czech Republic. Note: Select 16. týden 2024 in the date selector. Retrieved April 23, 2024.
^"ČNS IFPI" (in Slovak). Hitparáda – Singles Digital Top 100 Oficiálna. IFPI Czech Republic. Note: Select 14. týden 2024 in the date selector. Retrieved April 8, 2024.
