We're going to level with you, dear reader; we still don't really know if Jimothy Lacoste is being serious, or just playing an elaborate joke on all of us. Any misgivings that might come with that statement soon go out the window though, because when he's making songs this fun, who even cares?
‘Fashion' starts with an opening monologue on Lacoste's enduring love for fashion and dressing well, backed with an almost vapourwave inspired synth track. This soon gives way to the brilliantly absurd hook "Looking like a million pounds / And I'm out here with my pals" and a verse by verse rundown of all the clothes he used to wear growing up.
T-shirts tucked into cords apparently, plus a bit of Lacoste (although he isn't into sports), all delivered in his trademark deadpan style. It's eccentric, and not the subject matter most people would choose to write a song about, but it really works.
‘Fashion' could easily descend into the arch-cool snobbery of a lot of London's bedroom producers, but Lacoste's sense of the absurd and the underlying feeling that he isn't taking himself very seriously mean he swerves this pigeonhole with ease. It's also really bloody catchy, so expect to be singing it for days after you first listen.