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Speaker 1: You're listening to a MoMA Mia podcast.

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Speaker 2: Mama Mia acknowledges the traditional owners of land and waters

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Speaker 2: that this podcast is recorded on Hey you bes Lee

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Speaker 2: here and here's another wonderful episode of Nothing to Wear.

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Speaker 2: I think it's one of my favorites. It's with Lucinda

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Speaker 2: Piquette and it's about what makes a brand quote unquote cool.

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Speaker 2: Lucinda has the most incredible insights from working inside the industry,

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Speaker 2: so we discuss what makes a brand cool, what makes

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Speaker 2: a brand mass, why the resurgence of Y two K

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Speaker 2: fashion and brands like New Balance. It's just a really

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Speaker 2: interesting chat about what happens behind the scenes to make

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Speaker 2: sure we see things and want to buy them. Whoever

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Speaker 2: said orange is a new pink with seriously.

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Speaker 3: Disturbed laurels for spraying groundbreaking?

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Speaker 1: Oh my god, you have to do it.

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Speaker 3: You live for fashion.

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Speaker 2: Hello and welcome to Nothing to Wear, the podcast that

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Speaker 2: solves fashion problems and levels up your wardrobe. I'm Lee Campbell,

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Speaker 2: and every week I chat to an expert who helps

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Speaker 2: us work out how to get more out of the

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Speaker 2: clothes we already own and tells us exactly what is

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Speaker 2: and isn't worth adding to our wardrobes. If you've ever

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Speaker 2: scrolled through TikTok and found yourself nodding along to someone

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Speaker 2: brilliantly dissecting why your favorite nostalgic brands like Bettineliano, Subi

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Speaker 2: and Sassenbide have either thrived or died, that's probably Lucinda Piquat.

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Speaker 2: She has over fifteen years experience in pr and trend forecasting.

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Speaker 2: And Lucinda doesn't just know fashion. She understands the exact

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Speaker 2: DNA of what makes a brand quote unquote cool. So

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Speaker 2: rather than gatekeeping that knowledge, she has built a following

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Speaker 2: of ninety thousand people over there, offering brands completely free

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Speaker 2: pr advice that most companies would pay thousands for. And

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Speaker 2: she doesn't just talk about clothes. She unpacks culture, identity, motherhood, reinvention,

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Speaker 2: and what it means to stay relevant in this faster

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Speaker 2: than ever before world.

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Speaker 1: Her content is.

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Speaker 2: Part fashion history lesson, part strategic masterclass, and occasionally a

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Speaker 2: brutally honest reality check for labels who might have lost

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Speaker 2: their way. But she delivers it all with the kind

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Speaker 2: of insider perspective that makes you feel like you're getting

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Speaker 2: the gossip over coffee with the smartest person in.

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Speaker 1: The fashion industry.

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Speaker 2: So all that said, today we're diving into everything from

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Speaker 2: the resurrection of y UK Australian labels and what makes

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Speaker 2: today's brands actually connect with customers, and why some of

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Speaker 2: our favorite fashion memories might be left in the past.

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Speaker 2: She truly is a wealth of knowledge. Listen to Welcome

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Speaker 2: to the show. I'm very excited to talk to someone

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Speaker 2: so cool about this topic.

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Speaker 3: I don't know about that way.

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Speaker 2: But first, there's two questions I ask every new guest,

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Speaker 2: and the first one is can you describe your style

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Speaker 2: in three words?

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Speaker 4: So I love this question and I've gone with country

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Speaker 4: club sheek. I love the old money trend, but I

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Speaker 4: just despise the name of it. It's sort of like

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Speaker 4: we're cousplaying into this social class or like social system.

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Speaker 4: So anyways, I love the old money vibe, which I'm

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Speaker 4: trying to emulate, but it's sort of country clubs and

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Speaker 4: extension of that and a bit.

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Speaker 3: More of like a sport infused look.

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Speaker 4: So I've got the baseball cap, the sumbers on, and

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Speaker 4: I find this is how I generally dress all the time.

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Speaker 2: You look comfortable, but like you I have maybe dropped

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Speaker 2: the kids off, and then you're going to go have

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Speaker 2: a spot of brunch before tennis or something.

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Speaker 3: But like, because that's what I'm always doing. I'm always

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Speaker 3: attending country bus, right we all do.

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Speaker 2: I really like that, And that is the most unique

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Speaker 2: three words someone has ever brought.

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Speaker 4: Admittedly, I do live in the country, so maybe it's

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Speaker 4: like a little bit gooded, but it is comfy. I

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Speaker 4: am literally doing that dropping the kids off. I can

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Speaker 4: get around in this, So yeah, that's what I try

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Speaker 4: and do country club cheeks.

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Speaker 1: Now, the theory that we think is pretty spot on.

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Speaker 1: For most people.

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Speaker 2: We've got a wardrobe of clothes, but there's ten percent

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Speaker 2: of those items, you know, also my mishoes and accessories

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Speaker 2: that we reach for more than the other stuff. So

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Speaker 2: what's in your ten percent?

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Speaker 4: This is so true and I'm quite conscious of this.

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Speaker 4: So at the beginning of each week, I'd be like, Okay,

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Speaker 4: I'm going to just wear shorts this week if weather

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Speaker 4: permits it, and bring out like the Mimina shorts, or

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Speaker 4: this week I'm in pants, since why I'm in these pants?

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Speaker 1: Waitit you plan this at the start of the week.

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Speaker 4: I just in your head, in my head because I've

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Speaker 4: heard this theory that we only wear ten percent. So

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Speaker 4: I just want to try and wear everything if possible.

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Speaker 4: So if not, though, because obviously it's not always like

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Speaker 4: that we rush out the door. It is always jeans,

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Speaker 4: any type of jeans, any color or cut, and a cap.

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Speaker 4: I'm always in a baseball cap, even in here, walking

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Speaker 4: in today, I had a baseball cap on.

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Speaker 1: You make it look so cool. I look like Jerry

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Speaker 1: Side filmed.

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Speaker 4: I kind of like looking like Jerry Siper. That was

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Speaker 4: going to be one of my things ninety sitcom.

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Speaker 3: I kind of like that.

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Speaker 4: Yeah, okay, But I love the rule as well, where

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Speaker 4: if you've got two out of the three things put

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Speaker 4: together is how you look put together. So outfit, makeup,

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Speaker 4: hair always sort of a considered outfit.

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Speaker 3: Makeup.

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Speaker 4: I love makeup, and then the hair's always fall short,

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Speaker 4: so I whack on a cap if it's greasy'll wet

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Speaker 4: or whatever.

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Speaker 1: That's so clever.

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Speaker 2: Yeah, I worked out. That's where I sometimes fall down.

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Speaker 2: If I'm doing like a ma ching set or something,

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Speaker 2: but I haven't done my hair and makeup, I look

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Speaker 2: like I'm in my pajamas. But if I do my

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Speaker 2: hair and makeup properly in weather, I shoes and a

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Speaker 2: matching set looks great. Yeah, But once I picked up

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Speaker 2: my son from school and goes, mummy, we aren't your pajamas,

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Speaker 2: I was like, oh rude. Now today, this is such

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Speaker 2: an interesting topic and I'm really excited to get your

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Speaker 2: thoughts because we're going to dissect what makes a fashion

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Speaker 2: brand quote unquote cool. So let's start by defining what

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Speaker 2: cool means. It can mean different things to different people.

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Speaker 2: What makes a brand cool to you? Is it they're marketing,

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Speaker 2: is it the zeitgeist? Is it because they're underground? Like

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Speaker 2: what do you think if you can kind of sum

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Speaker 2: it up, that means.

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Speaker 4: I think back in the day, so like eighties, nineties

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Speaker 4: or before social media, so Instagram was twenty ten era

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Speaker 4: and before online, a cool brand was interpreted as a

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Speaker 4: subculture or a subset of people, right, and if they'd

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Speaker 4: create a brand, so you had your grungy your serf

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Speaker 4: culture really popped off in the nineties in Australia, that

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Speaker 4: sort of gritty underground where there was like a if

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Speaker 4: you know, you know essence to it is what made

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Speaker 4: something cool, and you couldn't manufacture if you weren't part

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Speaker 4: of that group.

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Speaker 2: And it was more sort of word of mouth you know,

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Speaker 2: which I guess social media is now too well sort of,

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Speaker 2: but you're right.

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Speaker 1: You couldn't just find it out. You couldn't reverse Google image,

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Speaker 1: and that's what made it kind of cool because it

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Speaker 1: was elusive.

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Speaker 3: That's exactly right.

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Speaker 4: So I think nowadays, if you could sort of define it,

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Speaker 4: it's easy to become cool online. I guess because you've

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Speaker 4: got more exposure, you're keeping up the trends, so you

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Speaker 4: can kind of tap into different areas of culture. But

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Speaker 4: it's trying to emulate that if you know, you know,

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Speaker 4: element of mystery around your brand and almost straddling like

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Speaker 4: commercial mainstream and that early adopters, so balancing that strike

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Speaker 4: just in between before getting too commercialized.

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Speaker 2: That is so true, and it's interesting because I mean,

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Speaker 2: I asked you for three words.

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Speaker 1: No one has ever said cool.

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Speaker 2: I don't want to look cool, but when I like

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Speaker 2: a brand or an item, in my head, I'm like, oh,

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Speaker 2: I like that, that's cool.

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Speaker 1: But everyone has a different version of what that might be.

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Speaker 3: So true, but I.

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Speaker 1: Don't want to look cool, but I know when I

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Speaker 1: think something's.

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Speaker 4: Cool, yeah, that is one hundred percent, like it is

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Speaker 4: sort of its own identity, Like I think cool but

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Speaker 4: you're not buying in. To say, a rebellious is like

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Speaker 4: a Vivian Westward or even like a more grungy Soubi cool.

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Speaker 4: You don't necessarily default it with a brand. It's almost

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Speaker 4: like an undercurrent feeling you get from a brand.

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Speaker 1: Yes, totally.

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Speaker 2: And when I think of the word cool, because I'm

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Speaker 2: in my forties with a child, you have children, I

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Speaker 2: think cool is like for the kids, but it's not cool,

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Speaker 2: just means they're doing something right, that's right.

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Speaker 4: If you want to tap into it and be part

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Speaker 4: of that, it's almost being part of that brand's story,

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Speaker 4: I think.

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Speaker 2: So yeah, like you identify with it somehow, yes, missing.

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Speaker 2: So what do you think of the elements that gives

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Speaker 2: a brand coolness, like effortlessness or aspirational. Do you think

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Speaker 2: it's marketing? Do you think it's who's wearing it? Do

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Speaker 2: you think it's I mean price point? I mean I

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Speaker 2: think a lot of people go Prata and Jivanci. They're

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Speaker 2: cool because they're extensive and so people aspire. But cool

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Speaker 2: doesn't mean expensive. So what makes a brand cool?

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Speaker 1: That's so hard.

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Speaker 4: I think there's a few different elements at play. I

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Speaker 4: think the first is cultural relevancy. It has to have

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Speaker 4: some sort of relevance to what's going on in the

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Speaker 4: world socially, environmentally, politically, even so looking at.

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Speaker 3: Sort of a bird's eye view at those.

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Speaker 4: Macro trends of what's going on, and if there's some

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Speaker 4: relevance to your brand. So for example, at the moment,

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Speaker 4: people are traveling more than ever. Vacation and travel a

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Speaker 4: huge macro trends, So is that relevant to your brand?

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Speaker 4: Or for example, fitness and wellness has trickled down into

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Speaker 4: this gorpe core, which sort of is why so Alomans

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Speaker 4: have popped off New Balance, Like they didn't just come

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Speaker 4: out of anywhere, It's from something that's happening in the zeitgeist.

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Speaker 4: Number one is your brand has to have some sort

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Speaker 4: of cultural relevance. Two is that brand identity and a

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Speaker 4: really strong brand identity. And a lot of that comes

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Speaker 4: down to your values, who you are, what you stand

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Speaker 4: for as a brand. The founders play such a big

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Speaker 4: part in this, and I've seen so many brands. Sassin

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Speaker 4: vides an example where they sold Tomaya and then look,

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Speaker 4: they just go downhill because they didn't have Sarah Jane

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Speaker 4: and Heidi Middleton.

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Speaker 3: Yes, at the essence, they lived and breeded that brand.

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Speaker 4: Same with SUBI yes, the Three Boys, Hot DJ single

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Speaker 4: surf guys like, yes, they made that brand cool.

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Speaker 1: It's so true.

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Speaker 2: And now we have more visibility and access to the

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Speaker 2: behind the scenes of brands on social media.

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Speaker 1: They want to know the who, not just the watch

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Speaker 1: thousand percent.

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Speaker 2: And when you were saying, like, culturally, what's happening, I

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Speaker 2: think lockdown was quite a long time ago.

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Speaker 1: Thank goodness.

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Speaker 2: High Hills never really recovered that much, and so as

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Speaker 2: a result, shoes have never been cooler, or there hasn't

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Speaker 2: never been more options, because yes, we still wear a

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Speaker 2: heel depending on our life, but culturally brands went, hey,

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Speaker 2: we've got to make more flats and cool flats and yes,

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Speaker 2: trainers and it's.

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Speaker 3: Impleasing to wear that all stemmed from COVID.

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Speaker 2: Yes, thank god, and I'm glad to see you to

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Speaker 2: stay in various ways.

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Speaker 4: Yeah, you're right, sort of fashion pivots with culture and

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Speaker 4: depending on what's going on. Yes, So yeah, brand identity

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Speaker 4: is a big one. And that's also actually like your branding.

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Speaker 3: And logo is cool.

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Speaker 4: I've had clients come to me and say, oh, we

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Speaker 4: want to be cool if the product's not there.

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Speaker 3: It's not there.

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Speaker 1: You can't force it.

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Speaker 2: Yeah.

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Speaker 1: I also like to your point on travel.

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Speaker 2: Living is expensive at the moment, but we do a

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Speaker 2: lot of studies here at Mama Mia with everything that's

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Speaker 2: happening in the world and in their lives, and although

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Speaker 2: everyone's feeling the pinch, most people are prioritizing budget to travel,

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Speaker 2: and so you're seeing cool, comfy, versatile clothes that can

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Speaker 2: be worn literally on the plane but then on your trip.

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Speaker 2: And because we don't all have heaps of cash to

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Speaker 2: splash right now, but people are still wanting those adventures.

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Speaker 1: And then fashion is following that.

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Speaker 4: That's exactly right, and also dressing for the vacation as well,

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Speaker 4: which I love.

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Speaker 2: Oh my god, me too. When I go away, I

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Speaker 2: pack ten thousand outfits and where too. But I think

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Speaker 2: I'm packing fun.

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Speaker 3: Two different persons.

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Speaker 1: I love Holidayly, She's so much fun.

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Speaker 4: So you've got your brand identity, but that's different to

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Speaker 4: your actual product. That's more having a distinctive aesthetic. So

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Speaker 4: one of the things I love doing with the clients

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Speaker 4: is holding up photos or images of product from different

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Speaker 4: Australian brands.

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Speaker 3: Age Zimmerman Gorman.

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Speaker 4: You should be able to identify that brand from one image. Agreed,

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Speaker 4: So having a distinctive look is really important. So making

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Speaker 4: sure you stand out because at the moment, everything's so same, same.

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Speaker 2: And then there's dupes, which I understand because you know

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Speaker 2: the democratization of shopping, not everyone can afford fancy things.

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Speaker 2: But let's not get the exact weird shaped button that

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Speaker 2: that brand has on a cheaper one, because there's a

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Speaker 2: line and I love knowing that age.

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Speaker 1: But then I see something else. I'm like, oh, is

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Speaker 1: that Asi or not?

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Speaker 2: You know Alimas at the moment, I can always tell

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Speaker 2: it's Alimes, but it might be copied. It's interesting, isn't it.

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Speaker 2: You want to have something different? Funny you also say

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Speaker 2: that because I was shopping on the Iconic last night,

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Speaker 2: because of course I was, and I was looking for

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Speaker 2: a brand, but I couldn't remember what.

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Speaker 1: I was like, I'll go through the.

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Speaker 2: Eight's edge and how many brands start with M was

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Speaker 2: so popular, like and a few other letters, and I

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Speaker 2: think I got to you and there was like four brands,

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Speaker 2: and I was like, well, I know it wasn't you

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Speaker 2: because there was a lot one of those end letters.

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Speaker 2: There was like four brands, and I was like, well,

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Speaker 2: if I ever started a brand, I would choose that

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Speaker 2: letter because it's different. So authenticity, how do brands do that?

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Speaker 2: And also what is authenticity and how does that relate

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Speaker 2: to coolness?

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Speaker 1: Being authentic?

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Speaker 2: People can see around fake marketing and you know a

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Speaker 2: lot of the sustainability, particularly some seem like lip servers,

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Speaker 2: some seem really authentic. Do you think shoppers care about authenticity?

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Speaker 4: Yeah, and you can almost feel it. It's a subconscious

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Speaker 4: you get from a brand. I hate the world, Like

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Speaker 4: everyone says, authentic be more on your mind, but it

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Speaker 4: is true, and we all sort of resonate and look

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Speaker 4: for that naturally.

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Speaker 3: I find.

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Speaker 4: Yeah, I think that authenticity stems from back to that

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Speaker 4: founder and if you've got a strong purpose about why

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Speaker 4: you're doing something to start with. So every brand just

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Speaker 4: back to using Sassin Bider as an example. They started

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Speaker 4: at Portabelli Markets in London. They were selling customized distress gens.

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Speaker 2: I saved up for my first pair of sassin By

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Speaker 2: jeans and this was when Layby existed and I had

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Speaker 2: to drive to Chatswood every few weeks to give them

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Speaker 2: twenty dollars. Oh my god, the coolness and the authenticity.

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Speaker 3: That's exactly right.

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Speaker 4: And Betina Liatos Yeah, and recently that little yellow tab and.

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Speaker 1: When you know you know, no, you know that's right.

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Speaker 1: But what about the bigger brands?

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Speaker 2: You know, say, our listeners are going to the local Westfield,

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Speaker 2: So it's not so much kind of the labels that

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Speaker 2: we know, but maybe more the chain stores. Can they

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Speaker 2: be authentic or can they be cool?

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Speaker 4: They're never gonna be because they're so overly commercialized. That

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Speaker 4: subculture vibe doesn't mean back to that number three, that

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Speaker 4: distinctive aesthetic or product.

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Speaker 3: Even yeah, you see.

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Speaker 4: Even is a kmart b W you see their products

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Speaker 4: really popping off at the moment it can bring them

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Speaker 4: back into that site.

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Speaker 3: Guys, they're ever gonna be sort of that.

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Speaker 1: Brand if you a brand, no, but an item.

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Speaker 3: Yeah, yeah, that's right.

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Speaker 2: And there's as a woman, I don't know, there's just

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Speaker 2: such a joy of finding a great big w gene

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Speaker 2: or a cam up top because it's an affordable brand,

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Speaker 2: but it's not quote unquite cool. But if you find

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Speaker 2: a cool thing in that store, you're.

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Speaker 3: Like, everyone, I got this camar and the pride in that.

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Speaker 4: Yeah, back in the day at school, you never want

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Speaker 4: anyone to know you're wearing a brand like that.

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Speaker 3: But now if you find a bargain, you want everyone

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Speaker 3: to know.

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Speaker 1: I remember when it was Mufty Day, You're like, what

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Speaker 1: am I gonna wear? I'm gonna wear my sty t shirt.

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Speaker 1: Oh my gosh, Oh no, well mum take me to

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Speaker 1: the shop.

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Speaker 3: Yeah.

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Speaker 2: Are there any fashion brands right now that you think

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Speaker 2: are really nailing this? You know they're very cool culturally

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Speaker 2: or just are on your radar.

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Speaker 4: So Subie's really top of mind at the moment because

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Speaker 4: they showed an Australian Fashion Week this year. I think

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Speaker 4: they were founded in nineteen ninety nine two thousand, so

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Speaker 4: twenty five years later they didn't actually have relevance.

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Speaker 1: All I was gonna.

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Speaker 2: Say, I feel like they ebbed and flowed. They fell

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Speaker 2: off my radar. And my husband loves a sample sale,

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Speaker 2: always goes to the Subie sample sale, but in the

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Speaker 2: last two years he's been going to the non sample

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Speaker 2: just shopping Subie. And we were overseas. We went into

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Speaker 2: the Subie store in London and then I was like,

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Speaker 2: oh Subie. And then I'm like, oh Subee, it's so

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Speaker 2: cool again. You know, I got a really great little

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Speaker 2: sweat the other day like it's bad.

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Speaker 3: And that's right.

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Speaker 4: And they went through a few different changes of hands

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Speaker 4: and then they got brought out by General Pants and

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Speaker 4: they got pip Edwards back on. So this new fresh

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Speaker 4: team on board, and I think one of their taglines

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Speaker 4: at the moment is shedding our adolescent rebirthing essentially this

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Speaker 4: new brand. But I always remember in two thousand and

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Speaker 4: one at Australian Fashion Week how they let down two

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Speaker 4: hundred live mice.

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Speaker 1: My god, I remember that too.

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Speaker 3: That's sort of like challenging norms.

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Speaker 1: I guess when I wore my Ssassin by Rap leggings.

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Speaker 3: Yeah, that's where they would have launched.

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Speaker 1: The rap probably.

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Speaker 4: But doing things like that I just think is a

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Speaker 4: cool thing for Brown to do. And they've always maintained

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Speaker 4: like that gritty, underground, grungy essence despite being commercialized, like

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Speaker 4: you said you saw them in New York Barney's or whatnot.

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Speaker 3: So erin Dearing, I love Dearing.

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Speaker 1: I love her.

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Speaker 4: Erindaring founded Triangles and it was so successful, so she

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Speaker 4: knows we're swim where brand and coming out with Deering

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Speaker 4: it's all sustainable, which you know, she would have just

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Speaker 4: made sure every I was dotted and every team was crossed,

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Speaker 4: so the sustainability fronts there. There's some gender neutral pieces

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Speaker 4: and it's almost got a bit of a Western vibe.

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Speaker 1: I agree with very unique.

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Speaker 2: It's funny that you mentioned her because back when I

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Speaker 2: was at Cosmo, I reached out to interview Erin when

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Speaker 2: Triangle was going off, and you know that was that

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Speaker 2: neoprene swimsuit and now you look back in the bottoms

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Speaker 2: actually made you look like you wearing nappy.

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Speaker 1: But it was phenomenal. They sold.

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Speaker 2: She went off the radar and she's come back and

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Speaker 2: now she's got this incredible brand.

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Speaker 1: Out of Melbourne.

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Speaker 2: Not cheap but unique, well made, supporting an Ossie brand.

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Speaker 2: She wasn't so much the face of Triangle that she

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Speaker 2: was quite behind the scenes, but now she's used her

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Speaker 2: story of the who, not just the what.

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Speaker 3: That's right.

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Speaker 4: I was going to say that I don't know much

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Speaker 4: about the daring story. I know Erin is the story

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Speaker 4: which has made me invested in that brand.

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Speaker 1: Correct.

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Speaker 2: I would probably I'd be like, oh that's nice, I'm

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Speaker 2: not going to spend that much money, But now because

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Speaker 2: I follow her journey, yep, I would splurge on a

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Speaker 2: piece because of who she is and how much i'dm

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Speaker 2: I her.

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Speaker 1: Yeah.

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Speaker 4: Love and do you know Grace Wells Bonna No, ne

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Speaker 4: UK really gorgeous tailoring even like a Wardrobe NYC esque,

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Speaker 4: but UK vibe.

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Speaker 2: And Wardrobe NYC is Christine Centenaria's brand, who is their

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Speaker 2: editor of Vogue, who I worked with one hundred years

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Speaker 2: ago at Cosmo. And I think, because you know her,

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Speaker 2: you love her stuff exactly.

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Speaker 4: Yeah, And what I love how she created wardrobe so

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Speaker 4: you buy the wardrobe.

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Speaker 3: I never really saw that. Before Wardrobe NYC.

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Speaker 2: You literally bought a capsule, but now you can buy

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Speaker 2: things individually use not everyone has a million dollars, that's right.

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Speaker 4: I never actually bought anything from there, but I love

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Speaker 4: that concept of buying a whole wardrobe for the season.

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Speaker 3: There's no thinking about it. You just guarantee no, it's

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Speaker 3: going to be.

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Speaker 1: Cool and mix and match. Yeah.

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Speaker 4: So yeah, Wales Bonner, she's tailoring, but she does this

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Speaker 4: biracial Jamaican They call it Afro Africa, sort of like

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Speaker 4: sprinkled and inspired tailoring.

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Speaker 3: But it's just cool and she does so many collaborations

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Speaker 3: with addit us.

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Speaker 4: The Wales Bonner added us Sombers and it's just a

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Speaker 4: cool brand.

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Speaker 3: That sort of has that story behind it. It's different

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Speaker 3: the aesthetics there.

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Speaker 1: And evolving with collabse and like not resting on their laurels.

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Speaker 4: That's right, because brand collaborations are all so such a

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Speaker 4: really good way for brands to quote unquote become cool

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Speaker 4: or be seen as cool.

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Speaker 1: I agree.

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Speaker 2: I think, you know, like the high street stores like

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Speaker 2: Uniglo do that really well when they collaborate with brands

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Speaker 2: like J W Anderson or they've got Marrimeco recently, and

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Speaker 2: I mean I love Unico because they've got great teath

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Speaker 2: or whatever. But I really do think when they do that,

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00:19:26,585 --> 00:19:28,705
Speaker 2: H and M does it sometimes? Do you? Not everyone

441
00:19:28,705 --> 00:19:30,945
Speaker 2: can afford or want Alexander McQueen, but you might be

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00:19:30,945 --> 00:19:33,465
Speaker 2: able to get H and M Alexander McQueen something. And

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00:19:33,505 --> 00:19:35,945
Speaker 2: that's a really clever way to fuse those two things.

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00:19:35,705 --> 00:19:36,185
Speaker 3: That's right.

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00:19:36,345 --> 00:19:38,065
Speaker 4: It's also a good way for browns that are getting

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00:19:38,065 --> 00:19:42,265
Speaker 4: a little bit stale, like Gucci, not saying they're ever stale,

447
00:19:42,305 --> 00:19:44,825
Speaker 4: but they're up there is a bit stuffy, and not everyone.

448
00:19:44,825 --> 00:19:46,225
Speaker 1: Can remember because we're old.

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00:19:46,305 --> 00:19:49,505
Speaker 2: Remember Gucci was not a thing for like I reckon

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00:19:49,705 --> 00:19:51,705
Speaker 2: maybe eight years ago, it came back.

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00:19:51,825 --> 00:19:55,865
Speaker 4: Yes, So it's doing those partnerships with Kith or added

452
00:19:55,905 --> 00:19:59,705
Speaker 4: ass to sort of bring inject that youthfulness back into them. Yes,

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00:19:59,785 --> 00:20:02,425
Speaker 4: and gain that cultural relevancy that we were talking.

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00:20:02,705 --> 00:20:05,065
Speaker 2: Yeah, and again that's about who, not what and partake

455
00:20:05,105 --> 00:20:07,585
Speaker 2: of Vanetta. Everyone thinks that that's a relatively new brand.

456
00:20:07,585 --> 00:20:10,305
Speaker 2: It's so old they've got a new designer in reinvented

457
00:20:10,345 --> 00:20:12,985
Speaker 2: it so you can come back and be cool again

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00:20:13,545 --> 00:20:17,065
Speaker 2: and friends. Speaking of coming back and being cool, I

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00:20:17,105 --> 00:20:19,185
Speaker 2: loved chatting to listen to so much.

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Speaker 1: She had so many amazing things.

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00:20:20,905 --> 00:20:23,665
Speaker 2: To share and incredible insights, so I had to ask

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Speaker 2: her back. In next week's episode, we'll continue this chat

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00:20:27,385 --> 00:20:30,505
Speaker 2: and get into how celebrities impact a brand's cool factor,

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00:20:30,545 --> 00:20:33,705
Speaker 2: and we play my favorite game, Bougie and Budget Cool

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00:20:33,705 --> 00:20:36,785
Speaker 2: Brand's Edition. So tune in next week. See you then,