Post Malone Brings the Wild West to Paris: Debut of His Fashion Label Austin Post
- Matheus Hooks/ Editor-In-Chief
- Sep 2
- 2 min read
No rodeos spared: a horse on the runway finale and a color palette that redefines Western style as contemporary luxury.
Paris welcomed a new “cowboy” on the night of September 1: Post Malone — also known as Austin Richard Post — debuted his own fashion label, Austin Post, with the show “Season One: At First Light.” The presentation took place at Hôtel de Bourdon – Maison Pozzo di Borgo, a palatial space once owned by Karl Lagerfeld, and ended with a cinematic touch: a model riding a horse down the runway.
“I think that the product that me and the team have created is really special and speaks to me, and I’m super f—ing excited,” said Post Malone.
The Aesthetic
The collection translates Americana codes — washed denim, suede and velvet jackets, fringe details, turquoise jewelry, wide-brimmed hats, and high-heeled boots — into silhouettes designed for today’s urban streets of Paris. Drawing inspiration from Dallas and the American Southwest, Post Malone’s hometown influences are reimagined with Parisian craftsmanship. The boots were produced in exclusive collaboration with Lucchese Bootmaker, a Texas-based heritage brand.
“I’m 30 years old, man,” he enthused. “And it’s actually tough stuff. So, you know, I’ve worked in the denim and the denim is made in the United States.”
The Show
More than just a showcase of garments, the presentation acted as a statement: bringing rodeo culture to Paris without caricature, using robust materials and movement — especially in the fringes and star-embroidered accents on pants and jackets. The horse finale sealed the narrative and quickly became the viral highlight of the day.
Context
This debut aligns with Post Malone’s ongoing “country phase” — from his genre-inspired album to Western-inspired campaigns — and positions him among musicians creating their own fashion labels, alongside artists like A$AP Rocky and Justin Bieber. GQ had teased the project and aesthetic concept days before the show.
Why It Matters
Cultural translation: Western style is recontextualized as American luxury with a Parisian finish.
Wardrobe building: Emphasis on denim, leather, and boots signals an ambition beyond statement pieces, aiming for lasting wardrobe staples.
High-impact imagery: The grand finale performance boosts digital reach and establishes brand identity from day one.
Show Essentials
Label: Austin Post
Collection: Season One: At First Light
Date: September 1, 2025
Location: Hôtel de Bourdon – Maison Pozzo di Borgo, Paris
Boot collaboration: Lucchese Bootmaker
Signature moment: runway finale with a horse
Editorial Verdict
A cinematic and confident debut with a clear identity. Austin Post stakes its claim where many struggle: transforming roots-inspired references into global desire — and doing it with undeniable fashion storytelling.
