Post Malone: Fashion Icon to Iconic Fashion Designer

Paris has seen its fair share of headline-making fashion shows, but Post Malone’s debut for

his new label, Austin Post, was something else entirely. On September 1, the rapper turned designer staged his first runway at the Hôtel Pozzo di Borgo—once Karl Lagerfeld’s residence—transforming the stately Parisian mansion into a Texas-meets-couture playground. Guests were treated not just to clothes, but to a spectacle that included a live horse strutting down the runway and, naturally, plenty of Bud Light.

The collection, titled “Season One: At First Light,” pulled straight from Post’s own closet and heritage. Think denim stitched with stars, fringe-trimmed leather jackets, velvet coats, plaid flannels, and buttery suede—all anchored by Lucchese cowboy boots. The pieces leaned into Western grit but with an elegance that felt equally at home in Paris as it would on a Texas ranch.

More than a fashion experiment, the show revealed Post’s evolving identity. Known for his maximalist stage style—face tattoos, rhinestones, and cowboy hats—he told GQ that at 30, he’s dressing differently:

“I just wanted to make a brand of sht that I would wear. I don’t dress as flashy. I wear the same sht every day.”

That everyday wearability became the heartbeat of the collection. Yes, there was spectacle (a horse on a runway will do that), but underneath it, the clothes were simple, rugged, and easy to live in.

Courtesy of Austin Post

Closing the show himself, Post emerged in double denim and a cowboy hat, beer in hand—a wink to his rock ’n’ roll roots and laid-back charm. It was a finale that summed up the collection perfectly: part rodeo, part runway, entirely authentic.

For all its theatrics, Austin Post feels less like a celebrity vanity project and more like a natural extension of Post Malone’s persona. The brand’s DNA is rooted in his Dallas upbringing, his love of ranch life, and his preference for clothing that balances comfort and character. Pop-ups are already planned in Paris and New York, suggesting this isn’t a one-off stunt but the start of a larger fashion journey.

Post Malone’s transition from style icon to fashion designer may surprise some, but it makes sense. His music has always blurred genres, and now his clothes are doing the same—fusing cowboy grit with luxury polish, nostalgia with newness. If this debut is any indication, Austin Post isn’t just another celebrity label—it’s shaping up to be one of fashion’s most authentic new voices.