Post Malone's Powerhouse Pivot: From Paris Runways to Nashville Charts
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Post Malone's Powerhouse Pivot: From Paris Runways to Nashville Charts
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About this listen
This has been a career-defining stretch for Post Malone, marked by major headlines and bold crossovers. Beginning this month, his most headline-grabbing moment came as he stormed the Paris fashion scene with the official launch of Austin Post Apparel, his personal fashion line. Transforming the historic Hôtel de Bourdon—once home to Karl Lagerfeld—into a cowboy-chic runway, Malone debuted his collection Season One: At First Light with a full Southwestern and Dallas Western aesthetic, blending rugged denim, leather, bandanas, and turquoise into streetwear. Lucchese Bootmaker provided the footwear and, true to form, the show’s finale featured a live horse walking the runway—a move widely covered and described as genius for its juxtaposition of Texan roots with Parisian high fashion. Texas Monthly, People, KERA, and other style outlets reported on the event, noting how Malone closed out the evening himself, dressed in denim and a white cowboy hat, beaming as the crowd applauded. He told reporters creating the label was ‘really special’ and something he’d always wanted to do.
This fashion move follows a year where Malone’s pivot to country music reached full throttle. His first country album, F-1 Trillion, released in August 2024, topped charts and earned a Grammy nomination for Best Country Album—a rare feat for a crossover. Malone’s deliberate and respectful approach to entering country has paid off, with accolades from The Tennessean and widespread Nashville acceptance. Recently, his campaign with Kim Kardashian’s SKIMS sent waves through social media, thanks to his playful cowboy aesthetic and mountain-themed photo shoot, further cementing his Western bonafides.
Business-wise, Post continues to diversify. Fortune reports that he’s joined fellow musician Diplo as a lead investor in Sesh, a new nicotine pouch startup. Sesh just secured 40 million dollars in funding to take on brands like Zyn, touting a product developed by the original Zyn creator. This investment underscores Malone’s ongoing strategy of attaching his brand to trending, disruptive products.
Socials remain strong: while HypeAuditor notes his Instagram following slipped slightly to 27 million in recent weeks, his posts—especially around fashion and music—continue drawing high engagement, with an average of 142 thousand likes per post.
On the touring front, Time Out London and other major outlets reported that Malone’s "Big Ass World Tour" finale dates at Tottenham Hotspur Stadium had to be postponed from September 7 and 8 to later this month, due to London’s tube strike. Fans are eagerly holding onto their tickets, and resale demand is high, underscoring Malone’s international draw.
All told, in just the past week alone, Post Malone has solidified his emergence not just as a country music star, but as a creative and business force equally at home on the runway, in the studio, and in the boardroom.
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