Watch Koché’s Anxious, Lovely Short “I Love Churros”
For a quick primer on Koché’s new film, I Love Churros, know that it involves Eminem karaoke, the sort of electric anxiety that seeps into nights out with friends, and, yes, churros.
The French fashion label is known for lending a theatrical, almost regal feel to streetwear, and this short, made in collaboration with Rots Worldwide, very much matches the mood of founder and creative director Christelle Kocher’s clothes. Throughout the course of the film, questions are posed about love, jealousy, and anxiety in the way these musings might be made while you’re walking after midnight with friends. Half playful, half serious is the vibe.
“Strangers scare you?” a voice asks towards the beginning, while another responds, “Yes, but I have a lot of social anxiety. Even people that I know, and have known for years, scare me.” Another person loops in, “I’m sweating a lot on the inside, but I’m smiling at them.” On the other end of the spectrum (perhaps), a person says, “It’s kind of weird, it’s like a quick mental note, do I fuck with them or not?”
“The film concept is about emotional connectivity,” Kocher writes in an email. “We all feel the same emotions, but express them differently. This difference in expression creates separation, but in the beginning and in the end we are all the same. We wanted to develop this film to tell a bigger story of what Koché is all about. Being an artistically inclusive brand. Wanting to connect to all people on a relatable, unfiltered emotional level.”
There’s a raw nerve coursing through the short film, from the noir-ish piano at the beginning to the repeated ring of an iPhone. Much the same way pondering, late-night confessional conversations dart in and out of ordering more drinks and a good song coming on, I Love Churros folds these emotions into the fun of model/actor Zachary Veazey rapping the chorus of “The Real Slim Shady” along a dark city street and a group karaoke session in a frenetic red-and-green-lit restaurant.
“Today, too many people are hiding behind their phones, being influenced with false outside appearances,” Kocher writes. “It’s good to have reminders about true feelings and I want to use my brand to help deliver real messages, in an artistic way. Everyone is too serious. The world needs more play.”
Amen to that.
