Like many other 21-year-olds, I met Claire Cottrill — the singer-songwriter commonly referred to as "Clairo" — on YouTube with songs like "Pretty Girl" and the retro-inspired "Flaming Hot Cheetos." If there's one thing I can conclusively say about Cottrill since adding her debut studio EP "Diary 001" to every playlist of mine during sophomore year of high school eight years ago, it's that she seems to be genuinely allergic to traditional genre categories. "Diary 001" was undoubtedly a pioneer in the "bedroom pop" sound space, and the faux grass that made up her EP's cover most definitely inspired many an early TikToker to put fake grass under their twin beds as a statement piece, but that's neither here nor there.
If "Diary 001" was "bedroom pop," then "Charm" feels like it should be called "apartment soul." Much of the project feels familiar — almost as if she traded out her grass rug for a velvet, mossy green couch. Cottrill's voice is as alluring as ever, but like the sound of the album (described as jazz, neo soul and soft rock), there is a distinct maturity over the course of the project's 38-minute runtime. Songs like "Sexy to Someone" feel as if they are in direct conversation with former versions of herself, almost as if she's trying to place where she is in relation to them.
Is wanting to be desirable something she should've grown out of? This desire to map her own history is something she also has to figure out with those around her. As she questions why her partner is uncertain of their relationship on "Nomad," she must come to terms with the reality that her partner's life encapsulates histories of people she might never meet — curiosity and jealousy might ensue, but these are ultimately her emotions to navigate.
As we come to understand it in the following track, "Thank You," the relationship doesn't work out. As Clairo herself describes, "When you opened the door, cracked me wide open / Somethin' about it doesn't sit right with me / And how could it be? / When I walk away, it always comes in threes / We don't get on, can't make you laugh, personality / But I don't invest the way I'd prefer / Someone to in me." Not only does the relationship hold weight in her heart, but so does the direction of the life she hopes to lead. To sit idly by wondering when life is going to happen to you isn't enough, mentally or literally.
This exploration of self is what makes up the second half of the album, but it comes to a head in "Juna." Her curiosity for new emotions and sensations lead her to a new partner that brings a new thrill to life — she even goes so far as to address this mystery person by saying, "(You make me wanna) Go dancing / (You make me wanna) Try on feminine / (You make me wanna) Go buy a new dress / (You make me wanna) Slip off a new dress." Lyrics aside, Clairo seems to fully embrace the newness of her personhood, totally abandoning the hyper-saturated image she once held for one that feels distinctly more film-like. This '70s inspired song fully embraces and highlights her airy vocals while showcasing brass and percussion instruments that envelope listeners and don't let up for the rest of the project. Nothing feels as borderline mystical as "Echo." The almost haunting track feels as if a thick haze has covered Clairo's vocals, much like the mysterious love she describes as she sings. Whether it's her that doesn't know what the relationship will be, her partner or the audience, she's at peace with the ambiguity.
The album ends similarly ominously, showcasing the downfalls of Clairo's emotional distance from those around her. But she refuses to accept that this pitfall is the end for her journey of self-understanding and search for love in the world around her. Grateful for the new perspectives she's gained and curious to continue navigating adulthood, she sings, "It’s something you've done / Opened my hands, and I know I've shut some / When close is not close enough (Ooh, ooh, ooh) / Where's the fun in it? And now I'm too tough (Ooh, ooh, ooh) / From close being just too much." The final 30 seconds of the song are stripped back, with her harmonizing alongside various instruments, fading into herself.
Ultimately, "Charm" feels like a pulse-check on the world of Clairo. She greets us and welcomes into her world just as quickly as she escorts us out. While we have no promises of when we'll hear from her next or what her world might look like, fans of Clairo and passive listeners should eagerly anticipate how her image might change next.
