Post Malone's New Fashion Brand, ‘Austin Post’: Everything We Know So Far

After being the face of a dizzying array of brands, ranging from Stanley 1913, Ugg Boots, Crocs and - most recently - SKIMS, Post Malone is launching his own fashion label.

The new brand, Austin Post Apparel, launched on Monday, September 1st in one of the ‘Big Four’ fashion capitals of the world, Paris, in a highly exclusive runway event.

Taking place at 8pm and titled “At First Light”, the event was designed to kick off as the sun sets dreamily over the Paris skyline. Post, who ventured into country music last year with his sprawling opus, F-1Trillion, has crafted the new range around this love of the genre, with Season One featuring a host of Western-inspired attire.

Billed as “a new creative expression and soulful extension of his identity” in an official press release, Austin Post combines “Dallas western with Southwest ranch influences”.

Of course, this was a Post Malone event, so naturally there was a playful flair for the dramatic, with the showcase concluding with a man riding onto the runway on a horse. It was wonderfully bold, cavalier and outrageous, and mirrored the daring designs, combinations and stylistic choices that lit up the Austin Post launch.

There were stark, star-adorned denim jackets and jeans coupled with hoodies, imposing cow print jackets and dazzling monochrome, all-blue outfits, ensuring the anticipation is through-the-roof ahead of the first few items being made available on Austin Post.

The first photo shared from the official Austin Post Instagram account featured Post Malone donning a stark white cowboy hat, stylish glasses and a blue chambray cattleman's shirt. The large belt-buckle that has become a staple of his look over the past year or so is on full display, alongside a pair of classic blue jeans.

There are a pair of thick workman's gloves tucked into his belt, with Post holding a sleek denim jacket with shearling lining and Austin Post emblazoned on the collar.

The full range of clothing that will be available via Austin Post has not yet been announced, but judging by the eclectic, vibrant runway show on September 1st, and given Post's penchant for genre-blurring, we suspect there may be some contemporary, streetwear-influenced items alongside the traditional country options.

The invitation to the New York native's brand launch in Paris, featured sparse text on a red bandana background, again hinting at the retro, old-Americana feel of the brand.

Austin Post is titled after the ‘Sunflower’ crooner's real name, Austin Richard Post, and feels like a pulling back of his swaggering, diamond-toothed public persona to reveal his true, authentic self. Post is believed to have been working on this range for over a year, with the genre-blurring maverick spending some time in Paris last April.

There's no release date for Season One, with the Austin Post website still just directing users to sign up to the mailing list. We suspect we'll get more details in the coming weeks, now that Post has debuted the full collection at his Paris, France runway show.

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