FLEUR SHORE: «I’M NOT HERE TO IMPRESS. I’M HERE TO BE MYSELF».

Fleur Shore is entering one of the most defined phases of her career. With the release of her new single Dark & Light featuring Finn UK and the launch of her fashion brand 4SURE, the British artist is expanding her creative universe beyond the club.

In this conversation, Fleur speaks about artistic duality, individuality, long-term vision, and why 4SURE was never meant to be just another DJ merch project.

Your new single “Dark & Light” carries a strong sense of duality. What does it represent for you?

“Dark & Light” reflects exactly where I am right now. I’ve always felt that my sound carries two energies — something deeper and more intense, but also uplifting and rhythmic. This track captures that tension. It’s honest. It wasn’t made to follow a formula, it was made to represent a moment.

How was the collaboration with Finn UK on this record?

It felt very natural. We both had a clear vision of what we wanted the track to be. It wasn’t about creating something surface-level, it was about building atmosphere and depth. That shared understanding made the process really fluid.

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At the same time, you’re launching 4SURE. Why now?

Because 4SURE comes from the same place as my music — a need to express myself without filters. It’s not merch. It’s not promotional. It’s an independent fashion brand.

I’ve always been very specific about my personal style. I’m not trying to impress anyone. It’s simply how I express my individuality.

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What makes 4SURE different from other artist-led fashion projects?

It’s not designed as DJ merchandise. There are no oversized logos or obvious branding tied to my name. The pieces are minimal, focused, and limited. It’s about quality and intention.

I prefer small, carefully curated drops rather than constant releases. It’s about building something that lasts, not something that trends for a week.

Do you see a direct connection between your music and fashion?

Absolutely. For me, they’re two different languages telling the same story. Music expresses emotion through sound, fashion expresses it visually.

Both are extensions of who I am creatively. They’re not separate projects — they’re part of the same universe.

In such a fast-moving industry, how do you stay authentic?

I don’t chase trends. I listen to myself. If something doesn’t feel real, I won’t do it. When you’re clear about who you are, you don’t need to impress anyone.

I’d rather build something step by step than create noise for the sake of it.

With Dark & Light and the launch of 4SURE, Fleur Shore positions herself not just as a DJ and producer, but as a creative building a long-term identity. One that moves between sound and style — with clarity, control and intention.