Azulene is a prototypical molecule with an anomalous fluorescence from the second excited electronic state, thus violating Kasha's rule, and with an emission spectrum that cannot be understood within the Condon approximation. To better understand photophysics and spectroscopy of azulene and other non-conventional molecules, we develop a systematic, general, and efficient computational approach combining semiclassical dynamics of nuclei with ab initio electronic structure. First, to analyze the nonadiabatic effects, we complement the standard population dynamics by a rigorous 1 arXiv:2001.08414v2 [physics.chem-ph] measure of adiabaticity, estimated with the multiple-surface dephasing representation.Second, we propose a new semiclassical method for simulating non-Condon spectra, which combines the extended thawed Gaussian approximation with the efficient single-Hessian approach. S 1 ← S 0 and S 2 ← S 0 absorption and S 2 → S 0 emission spectra of azulene, recorded in a new set of experiments, agree very well with our calculations. We find that accuracy of the evaluated spectra requires the treatment of anharmonicity, Herzberg-Teller, and mode-mixing effects.