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Post Malone, the chart-topping musician known for blending genres and defying expectations, has officially entered the fashion world. On September 3, 2025, he unveiled his debut clothing line, Austin Post, during a high-profile runway show in Paris. The event marked a bold new chapter in his creative journey, merging his Texas roots with luxury fashion in a way that felt both authentic and disruptive.
A Personal Vision Comes to Life
Named after his birth name, Austin Richard Post, the brand reflects Post Malone’s personal style—rugged, expressive, and unapologetically Western. The debut collection, titled “Season One: At First Light,” was staged at the historic Hôtel de Bourdon, once home to fashion legend Karl Lagerfeld. The venue itself added gravitas to the launch, signaling Malone’s serious intent to make his mark in the fashion industry.
The show opened with denim-on-denim looks, star-studded embroidery, and fringe jackets that reimagined classic Americana through a modern lens. Models strutted in cowboy-cut leather pants, suede suits, and fleece hoodies paired with custom boots from Lucchese, a Texas-based bootmaker known for its craftsmanship. The finale featured a live horse trotting down the runway, a theatrical nod to Malone’s ranch lifestyle and love for Western iconography.
Craftsmanship and Collaboration
Post Malone was deeply involved in every aspect of the collection—from fabric selection to styling. He worked with longtime collaborators and artisans to ensure the pieces reflected his personal taste and values. Materials included Japanese denim, brushed suede, and vintage plaid, while accessories featured turquoise stones and metal conchos inspired by Southwestern and Indigenous designs.
The eyewear line was developed in partnership with Jacques-Marie Mage, a Los Angeles-based brand known for its bold frames and artisanal detailing. Jewelry came from Tennessee Turquoise Company, adding a layer of authenticity and regional pride to the collection.
A Brand Built for Longevity
Unlike many celebrity fashion ventures, Austin Post is designed with durability and accessibility in mind. Post Malone emphasized that the line would be priced below traditional luxury brands, making it attainable for fans and fashion enthusiasts alike. “I want people to wear it, enjoy it, and keep it for years,” he said in a post-show interview.
The brand plans to launch direct-to-consumer sales later this year, with pop-up shops scheduled in Paris and New York. The first collection includes everything from heavyweight coats and embroidered jackets to casual hoodies and graphic tees—all infused with Malone’s signature aesthetic.
Cultural Impact and Industry Buzz
The launch of Austin Post arrives at a time when Western style is experiencing a renaissance in pop culture. Artists like Beyoncé and Pharrell Williams have recently embraced cowboy-inspired fashion, and Malone’s entry into the space adds a fresh, masculine perspective rooted in lived experience.
Fashion critics praised the show’s authenticity and theatrical flair, noting that Malone’s approach feels more grounded than many celebrity-led brands. His ability to blend music, lifestyle, and fashion into a cohesive narrative sets him apart in an industry often driven by trends rather than substance.
Post Malone is currently on his “Big Ass World Tour,” with a performance scheduled in Paris later this week. Fans are already speculating whether he’ll wear pieces from his own line on stage, further blurring the lines between artist and designer.
With Austin Post, Malone isn’t just launching a brand—he’s building a legacy. One that honors his roots, challenges conventions, and invites the world to see fashion through his eyes.