austin post apparel | season one

Post Malone just did what Post Malone does best: he took something expected, gave it a shot of pure Americana, and made it his own. Instead of a standard, stuffy fashion launch, he threw a full-blown Western party in Paris.

The ‘Circles’ singer set up shop at the iconic Hôtel de Bourdon, a spot once loved by Karl Lagerfeld, to debut his new clothing line, Austin Post Apparel. As per his press release, Post Malone “recognised a space between authentic Americana and modern luxury, a space where no brand was telling his story” and jumped in to fill that void.

The collection, called ‘Season One: At First Light,’ is a tribute to his roots in Texas and Utah, but feels more like a modern cowboy’s dream. There was plenty of denim, from classic dark washes to full denim-on-denim looks that featured subtle details like a gold star motif. Models also sported jackets made of fringed suede and leather, nodding to the classic Western style but with a tailored, modern fit. 

Velvet jackets, some adorned with a single gold star, added a touch of rock-and-roll glamour to the rugged aesthetic. The collection also included calf-hair textures and silky corduroy, all designed for a sense of cowboy ease that felt both authentic and luxurious. Every piece was finished off with classic Lucchese boots and stylish Jacques-Marie Mage glasses, plus pops of turquoise jewellery from the Tennessee Turquoise Company.

The moment that made everyone’s jaw drop was when a live horse trotted down the runway for the all-American finale. Saddled in tooled Western leather, it was accompanied by America’s ‘A Horse With No Name’ playing in the chandeliers-lit hall. Post Malone closed the show himself, clad in denim-on-denim, cowboy hat in place, belt buckle gleaming – and, naturally, a Bud Light beer in hand. After the show, when we asked him about the experience, he simply replied, “I’m having the time of my goddamn life.”

The Paris debut is just the start, with the brand also introducing its ‘Foundation Collection’as a permanent line of tailored pieces inspired by Post Malone’s own personal wardrobe.

photography. courtesy of Austin Post Apparel
words. Gennaro Costanzo