For British singer Absolutely, creativity — and touring — is a family affair. 

“It has been so beautiful and surreal performing to tens of thousands of people with my sisters,” says Absolutely, the stage name of Abby-Lynn Keen. “It’s been a bonding experience.” 

She and her sister Amma are supporting acts on older sister Raye’s “This Tour May Contain New Music” headlining tour, which kicked off in Europe in January. The tour will pick back up later this month in the U.S. In the meantime, Absolutely is sticking around Europe as an opening act for Reneé Rapp.

“ It went really well,” says Absolutely, still in full performance glam backstage after her performance in Berlin. “It’s interesting being an opener and having to perform for people who don’t know your music, but there were so many different groups of people singing along and really connecting.”

Absolutely released her sophomore album, “Paracosm,” at the end of February, and has enjoyed getting to breathe “a new life into the songs” through live performance.

“ Every time I see someone singing along it surprises me. I’m like, wait, how do you know this? It just came out,” she says. “So that’s been really beautiful and everywhere I go, [the album] has been received really well.”

Absolutely also stars in a new campaign concept for H&M, H&M&Redstage, alongside singers Giveon and Dhee. The campaign, which pairs established artists with emerging talent, features video content including a conversation between the three singers, and a cover performance of Giveon’s song “Heartbreak Anniversary” performed by Absolutely.

“ I’d worked with Giveon a few times before that, and we’d already built a good connection,” says Absolutely, who previously provided background vocals and contributed lyrics for several tracks on his 2025 album. As a songwriter, she has also worked on music for Lisa, Normani, and Anitta.

The H&M campaign explores the connection between fashion, self-expression and music, a synergy that courses through Absolutely’s creative practice. 

“ I’m obsessed with clothes. I love shopping. I love designing clothes. I love putting outfits together,” she says. “I used to love drawing clothes as a child, just for fun drawing outfits and things like that. But then I stopped doing that, until I was about to go on tour with Banks a year or two ago,” she continues. “And my dad was like, why don’t you just draw the looks like you used to do, and we can find someone who can make them?”

She repeated that process for her current tour performances, designing 20 custom tour outfits that were produced in collaboration with seamstresses in Ghana. The sartorial aesthetic was inspired by her favorite childhood movies, from “Alice in Wonderland” to “Coraline.”

“ All of the looks fit into this whimsical, fantastical world. There’s a lot of buttons, a lot of stripes, a lot of corsets,” she says of her designs. “It feels to me like the personification of childlike wonder.”

Asked what she hopes listeners take away from her performances onstage, she returns to that same sentiment: she wants to evoke a sense of youthful awe. “And for it to feel like a hug to their child self,” she says.

The people who knew her best back then are along for the ride. 

Each night on tour, Absolutely and her two sisters close out the concert with “Joy,” which they cowrote and recorded for Raye’s most recent album. “I feel like we’ve gotten closer than we ever have before,” she says of getting to be on the road with her family. “It’s been really nice to have our parents around, too,” she adds. “The older I get, the more I appreciate them being around.”