FASHION, CONQUERING THE PODCAST WORLD

Chanel, Maison Margiela, Hermès, Chloé, Coach… The fashion world is discovering the infinite potential of podcasts and, just as every time that fashion enters a new cultural sphere, we can expect a combination of good rates, elevated aesthetic and celebrities. Of course. Celebrities will always be there.

Fashion’s voracious appetite is insatiable. And that might be in the end the secret that holds why, season after season, we keep being fascinated by it: because of its capability to infiltrate absolutely all spheres of our life. Fashion has been acquiring a more relevant role inside cultural spheres like music and cinema for a few years now. They do whatever it takes to leave the catwalk behind and land in our everyday life. And, yes, we’re all suddenly listening to podcasts as if there were no tomorrow, so, how could fashion not try to get into something that we officially consider to be the spiritual successor of the 20th-century radio?

Because that’s the best part about podcasts: that they know how to emulate the values from traditional radio and they allow us to listen to them whenever and wherever we want to. That might be why, slowly but surely, each time more brands announce that they’re launching their own podcast. Such famous examples like Chanel, which in March of this year inaugurated their 3.55 podcast as a series of 20 minute-doses in which people tell stories that have to do with the brand in one way or another, whether it be Pharrell Williams’ affinity for the brand, Marion Cotillard’s Cannes Film Festival’s sartorial decisions or the memory that Kristen Stewart holds of the great Karl Lagerfeld.

Maison Margiela took us by surprise not too long ago by releasing The Memory of… with John Galliano, a podcast in which the former enfant terrible of the fashion world brilliantly talks about the extremely stimulating, new era of the brand for its fabulous continuous renditions. Funnily enough, when it comes to addressing the podcast format, at Hermès they’ve preferred to ignore their brilliant present by taking a chance on their (fascinating) past: their Le Faubourg des rêves is a series of ten-minute episodes in which they tell the story of the brand’s first ever store, located at Rue du Faubourg Saint-Honoré 24, in Paris.

Another Maison that has become a force to be reckoned with in this world is Chloé with their Chloé Radio, which on top of jumping onto the podcast trend they also strongly bet on women’s empowerment. All of Chloé Radio’s episodes presented always by the great journalistic figure Augustin Trapenard and recorded at the iconic Maison de la Radio de París, shed light on some especially powerful female voices. So it’s no surprise that people like Clémence Poésy, Ariane Labed, Isabelle Huppert or Natacha Ramsay-Levi have been on the show.

A similar move, that isn’t necessarily exclusive to female voices, comes from Coach, whose podcast Dream it real, directed by Heben Nigatu, has lent its voice to such interesting personalities like Selena Gómez, Michael B. Jordan or Maisie Williams. What’s clear here is that the fashion world has discovered that podcasts are an excellent way to not only keep building your own imagery (with their own voice or with celebrities that become ambassadors to the brand) but to also write your own history. And to write it with golden letters.