Hey everyone, have you ever listened to a song that feels like it's pulling you in two directions at once—making your skin crawl with tension one second, then wrapping you in this soft, almost hypnotic calm the next? That's exactly the vibe hitting me hard with willoh's latest single, "FASHION." Released just a couple weeks ago on February 13, this alt pop gem is already proving why this 19-year-old from Springfield, Missouri, is one of the most exciting young voices pushing boundaries right now.
willoh (real name Willow Cook) has been building serious buzz with her self-produced sound that blends experimental electronic rock elements into something fresh and hard to pin down. Outlets like EARMILK have called her music a defiant mix of synth-pop, raw punk attitude, and alt-rock energy—avant-garde stuff that refuses to sit neatly in one box. Her 2025 debut album not more than that, but more please dropped with that same raw honesty, featuring snowy vocals that feel way beyond her years. She started messing around on GarageBand, upgraded to Logic Pro with cash earned from long McDonald's shifts, and now she's cranking out hypnotic singles that critics can't stop raving about.
"FASHION" takes things even further. The production dives into dissonant territory, pushing right up to the edge of what's comfortable to listen to—jagged textures, uneasy builds—before pulling back with those soothing, dulcet vocal echoes. It's a clever push-pull that keeps you locked in for repeat listens. The track questions reality itself, much like a Haruki Murakami novel where nothing feels quite solid. willoh herself puts it perfectly: the song came from a time when nothing real felt tangible, like anything good was probably fake. That line in the chorus—“I can't breathe can't stand it, I hate me in panic (real)”—lands like a gut punch, turning personal panic into something universally chilling.
In the broader alt pop scene right now, we're seeing a ton of artists leaning into this kind of emotional rawness mixed with experimental production—think glitchy, boundary-pushing sounds that echo the uncertainty a lot of us feel in 2026. With rising talents blending indie vibes, hyper-personal lyrics, and bold sonic risks, tracks like this fit right into the wave of innovative releases grabbing attention. willoh's self-taught, DIY approach only adds to the authenticity; she's not waiting for permission—she's just creating from her bedroom in Missouri and letting the music speak.
What stands out most is how "FASHION" rewards those multiple spins. First listen, the production hooks you with its tension. Dig deeper, and the mystery in the layers unfolds, leaving you with that lingering unease and intrigue. It's the kind of song that sticks with you long after it ends.
If you're into alt pop that's experimental yet melodic, dissonant but beautiful, willoh is an artist you need to add to your rotation ASAP. She's got a lot more coming in 2026, so this is just the start.
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What do you think of "FASHION"? Does that dissonant edge pull you in, or is it the vocal calm that gets you? Drop your thoughts in the comments—I'd love to hear!
