Loading summary
Transcript222 lines
- [00:05]
A
Shameless media. Hello. We're back again with the final Friday episode of the year. If you're new here, welcome. Yeah, where you been? Where you at? If you're new here. No, that's okay. If you're new here, I'm Madison Sullivan Thorpe, one of your co hosts, joined by my other fabulous co host, Rhiannon Joyce. As you may know by now, this is the corner of Stylish where we focus on brand campaigns and career stories. And today is our final episode of the year.
- [00:50]
B
Well, we're doing things a little differently for our final episode, aren't we, Mance?
- [00:53]
A
Yeah, we don't like playing by the rules. Just ask Word of the week. That's never been a singular word ever.
- [00:57]
B
So you want to know what my word of the week is? Yeah, it's accessories. Accessories. So one word, but I'm going to set it up with multiple words to fall.
- [01:07]
A
There it is.
- [01:08]
B
There it is. No. I recently listened to a podcast by business fashion reporter Diana Pell. It is the business fashion podcast the Debrief, which I've recommended quite a few times on Stylish. It's why is everyone obsessed with accessories? It is kind of old, maybe about five weeks old, but it's a really, really easily digestible episode. I love it because it covers the rise of accessories trending amongst Gen Z, how they're turning to accessories to really personalize their minimalist outfits as well. Because the minimalist trend isn't going anywhere. But they're turning to accessories as a way to, you know, create a unique personal style. They also touch on the rise of labo boos, which we'll be talking about today as well in 2025 is a trend. And the fact that it might not stick around next year and, you know, it might not be the go to accessory, but the bag charms trend isn't really going anywhere. It's just going to be evolved. It's really, really good.
- [01:59]
A
Yeah. I feel like accessories as a whole has really leveled up. Like, it's like tassels on keychains. It's, you know, the beaded necklaces, it's shell necklaces. Like, there's a real resurgence. Which as a minimalist jewelry lover, I'm like, I've got highs. I don't know how to dabble in this trend, but I know that it's an easy way without having to update how you dress or what you wear or what's in your wardrobe. It's just little, like micro accessories, which I feel like I can play in.
- [02:23]
B
Yes, I Have always had an affinity with accessories. I always try and find really unique pieces when I travel. I've got these gorgeous earrings that I always talk about on this podcast and on socials from Paris and so sorry, I cannot remember the name of the store for the life of me, but.
- [02:36]
A
That'S super helpful for the listeners.
- [02:38]
B
So, so not helpful. But I get so many compliments on these earrings. I love layering necklaces. I love, love accessories as a way to really, you know, elevate your outfit but also really show off that personal style. Shout out to Zara McDonald in the Shameless media office as well. She's one of the best in the business when it comes to accessorizing.
- [02:56]
A
Yeah, I would agree with that. I also think sunglasses get a bad rap. They are an accessory in and of themselves and maybe that's where I play the most.
- [03:03]
B
Yeah, I also think bring back the sunglass chain. Maybe that's our KK present for each other. Some sunglass chains, like cool, chic ones.
- [03:09]
A
Yeah, I think the bigger, the better on a chain.
- [03:11]
B
Agreed.
- [03:12]
A
As you said, we're doing this last episode of the year a little bit differently. We thought, God, how do we, like, kind of wrap up all of the things that have happened in brand and in campaign and with founders? And we thought, why not delve into the brilliant and maybe some not so brilliant campaigns, brand launches and brand founders that we're looking at who are making waves and really, you know, stamping their footprint on the industry. So today we're doing a special awards episode to decide the most stylish brands of 2025.
- [03:43]
B
Guys, if you've listened to previous episodes, you'll know that Mads and I are very intrigued by all things brand and marketing. It is really why we get behind the mic on this fortnightly Friday episode to talk about all of that. And all the finalists we selected for the awards are campaigns, brands and founders that we, the stylish team, have had many on air and off air conferen combo is about. So a lot of these will be familiar to you, which is great. But, you know, we love involving you guys. So we took these finalists over to you on our IG stories to help us choose the winners. I love when the community gets involved.
- [04:13]
A
Absolutely. Now, something worth noting is we don't actually know who the winners are.
- [04:17]
B
We don't.
- [04:17]
A
And our senior producer, Kate, has put the winners for each category into an envelope. Ray and I have two envelopes each which we are about to open up. So we're going to find out at the same time as you guys find out.
- [04:30]
B
So the only category we didn't put to you guys is the one to watch Mads and I love to make a prediction. So we'll be revealing at the end of the episode which brand we're expecting big things from in 2026 and why we think they're going to be the hottest thing.
- [04:43]
A
I feel like that amazing creator that probably, like, surged, like, two or three years ago, where she's like, these are my PR predictions for Kim Kardashian.
- [04:50]
B
Yup. Girl Boss. Town.
- [04:52]
A
Girl Bus Town. Yes.
- [04:53]
B
She's a great, great creator to follow.
- [04:55]
A
Yeah.
- [04:55]
B
She always gets it right as well.
- [04:57]
A
Did we just do a bonus swap? Yeah.
- [04:58]
B
Awesome.
- [04:59]
A
Okay, next, we're going to dive into the results, but be right after a word from today's sponsor. Okay, lucky me. I get to do our first award. It is for the best campaign of the year. Now, while Ray and I did get to shortlist the best campaigns, we did not get to pick. You guys have voted. This is the vote of the people.
- [05:21]
B
Okay. For best campaign of the year, we've got four campaigns up for nomination. The first was Burberry, the Burberry Fish and Chip Shop. The second was Jacquesmus Pays Tribute to His Mother's Handbag. Third, Reformation Official Boyfriend, which featured Pete Davidson. And the final, and my personal favorite, Duolingo Killing Off Its Owl. All right, Mads, tell us about Burberry.
- [05:42]
A
To start, this campaign was pretty iconic. This was the Burberry Fish and Chip Shop campaign. It featured, I would say, the UK's crown jewel as well. Crown? Yeah. Olivia Colman and Lucky Blue Smith. And it launched in October 2025. This was quintessentially British, and I think Burberry kind of lost its way for a little while, and it has come back so hard and so strong for its British roots.
- [06:07]
B
It was the perfect blend of British humor heritage. It really cut through. I saw a lot of campaign analysis on this. I did see a lot of discourse as well from people saying they didn't like the campaign. I loved it because I thought, as you said, Mads, quintessential Burberry. The nod to the, you know, classic fish and chip shop set up in the uk. I loved it. I thought it was so good.
- [06:28]
A
Mushy peas.
- [06:30]
B
Can we get through an episode without you doing an accent?
- [06:32]
A
No, apparently not. Also, apparently, I've picked up doing sound effects, too, because we don't.
- [06:37]
B
I actually love your sound effects. I feel they really add to the. I don't know what that was. For, But I still loved it.
- [06:44]
A
The next one. And this brand name will haunt me for the rest of my days because I think it's as much as when we said Versace. Versace. Versace is Jacquemou, who paid tribute to his late mother with the launch of his handbag that was also named after her. And this was the Valerie handbag. Now, this campaign I felt like I saw everywhere in true jackamus style was equal parts chic and elevated, but also I would say their formula is like 15 silly and fun.
- [07:15]
B
15% silly and fun. Very playful. It also featured Charlotte Le Bon, who is an absolute stunner. And I, again, I think with Shark Moose. And I don't want to cannibalize any of the content that's coming up, but I just feel they are always on the mark. There's not a campaign that they do that doesn't cut through to me.
- [07:34]
A
Yeah. And also what I loved about this was the story behind the handbag was so beautiful and could have very easily been quite soppy because it is a nod to his late mother, who he has spoken at length about, you know, being an incredible influence and the reason that he started his brand in the first place. But instead, he lent into this real playfulness. And, you know, we've got Charlotte creating these, like, really funny faces in the mirror and, like, grabbing the handbag and kicking her legs up on the bed. I just loved everything about this.
- [08:05]
B
He's the ultimate storyteller.
- [08:06]
A
Ultimate storyteller. Third campaign was one that I know you had a real affinity for.
- [08:12]
B
I did. I really, really liked this campaign. It was the Reformation Official Boyfriend campaign that ran in February 2025. It did star Pete Davidson again. Another campaign that I feel just hits the headlines, but also created a lot of discourse. And when I'm evaluating how powerful a campaign is, I'm looking beyond the headlines that they're paying for or the earned media and looking at what is the actual conversation that is playing out on socials. And I loved this one. I also think Pete Davidson, it was a bit of, like, a comeback vibe for him.
- [08:41]
A
Yeah.
- [08:42]
B
And Reformation are really good at tapping into people who are culturally in the zeitgeist.
- [08:46]
A
Yeah.
- [08:46]
B
Say zeitgeist again. If we did a word of the year, it would be zeitgeist.
- [08:52]
A
Honestly, Zeitgeist. Or it'd be, say with your chest or two things can be true.
- [08:55]
B
Yeah.
- [08:56]
A
Also, I just think any time you're putting Pete Davidson in anything, it's going to work. I love him.
- [09:01]
B
I love Him.
- [09:02]
A
He's like, yeah, maybe he's like in my top five.
- [09:04]
B
Also just a bit of a playful tone, like the nod to the fact that he's always got a girlfriend.
- [09:09]
A
Always got a girlfriend. Okay. And the lucky last. Ray, I feel like you have to intro this because you brought this when you co hosted with us on the Wednesday episode.
- [09:19]
B
I think this was one of my first episodes that I filled in on the Wednesday episode of Stylish. But I. I was obsessed when Duolingo killed off the owl.
- [09:29]
A
I think you and I actually had to be quite self aware in that because at one point, I know, like, we've always got the time on in the studio and I think I looked at you at one point and thought, we've been talking about this owl. It was like 20 minutes character Al for like 19 minutes.
- [09:43]
B
I think my notes for the episode were, honestly, Lucy, I had a podcast had to be about, you need to cut these down. I was like, well, this is a whole episode in of itself. And she's like, well, we don't have that much time. And I was like, so obsessed with it. Also the fact that they killed duo the owl by the Tesla Cyber truck. That little detail just. It was so, such a great meme, obviously. He's such a social media phenomenon and I just thought it was so funny and such a great way. And also all in house, low budget. Really, really well done.
- [10:11]
A
All right, do you want a drum roll as I open?
- [10:13]
B
Roll? How many of these do I have to do?
- [10:15]
A
I don't know, but I like sound effects, so just keep.
- [10:17]
B
Why don't we get them to put in proper sound effects moving forward? Okay.
- [10:21]
A
Do you want me to pre record them? Kate's like, guys, give me a break. It's the last week before Christmas. The winner is.
- [10:27]
B
Okay, I'm stressed.
- [10:29]
A
The Duolingo.
- [10:32]
B
Hoot. Hoot.
- [10:33]
A
Oh, my God.
- [10:33]
B
That makes me so happy. I don't know why I feel like I just won.
- [10:38]
A
I had nothing to do with that.
- [10:40]
B
Campaign, but I was so passionate about it.
- [10:41]
A
Who do you want to thank?
- [10:43]
B
I'd like to thank the listeners for supporting my obsession with Duolingo. And thank you so much for aligning with what I wanted to.
- [10:53]
A
Okay. Why do you think they voted for this?
- [10:56]
B
I think it was the most creative. I also think it did have the biggest cultural moment throughout the year. I. I just. It was just honestly a great campaign. Everyone loves this owl.
- [11:06]
A
Can I play devil's advocate as well? There's something about a brand that shouldn't be cool or Culturally relevant, but coming that way, that feels really like, you know what? Hell yeah. Hell yeah. It's like when Doritos had that with like, get your hands off my mama and get your hands off my Doritos. But I was like, I love that campaign. Could be one of my favorites ever.
- [11:27]
B
I find any meme led campaign that gun is that level of media attention is worthy of this award.
- [11:31]
A
Yeah, 1,000%. And even just like the celebrity responses, the fact that you've got Dua Lipa like replying to the death of these, like made up owl.
- [11:40]
B
Brilliant.
- [11:40]
A
Amazing.
- [11:41]
B
I'm really happy with the first one. Guys. Thank you so much for voting with me. I really appreciate it. Okay, moving on to the biggest brand flop of the yacht. Now, when we were prepping for this episode, it was really interesting. We were kind of going back and forth on whether or not we include this because, like, oh, is it a bit mean? Is a bit off on the tone. But I do think it's important that we acknowledge some campaigns don't hit.
- [12:01]
A
Yeah.
- [12:02]
B
It's not personal in the sense that we feel like anyone was personally victimized by these campaigns.
- [12:06]
A
Yeah. This isn't a mean girls burn book.
- [12:08]
B
No.
- [12:08]
A
It's also okay that a brand can be great and a campaign cannot be exact. And I think sometimes that's confused. We're not here to make these brands. Some of these brands are great. Ultimately, we decided to do this because we were like, we can't just sit here and give out roses. What I want to preface by saying is great brands can have a swing and a miss.
- [12:24]
B
Yes.
- [12:25]
A
They can have campaigns that just don't land and don't work. It doesn't mean the brand's shit. We're not here to neg them, but sometimes they just miss the mark and.
- [12:34]
B
Some are worse than others. I'm actually furious about the first time being included. It was a hit for me. But again, this is very subjective. So the first campaign that was included is the Kylie cosmetics king, Kylie Revamp. We did speak about this on our Wednesday episode a few weeks back in a headline segment. I guys, I didn't think this was a flop.
- [12:52]
A
I know why you don't think this is a flop. If I may, because I do spend a lot of time inside the brain of Rihanna Joyce. I think it's because they had AMV results out of this. Yeah.
- [13:01]
B
For those of you who don't know, EMV stands for earned media value.
- [13:05]
A
I think this was a flop because it felt like it was reaching to be celebrating a 10 year anniversary with such a throwback.
- [13:12]
B
Yeah, fair enough. I think the idea that it was tapping into nostalgia when it was only 10 years old could be up for debate. For those of you that don't remember, it was the King Kylie revamp that took place in October. Kylie Jenner announced the return of her iconic lip kits from the 2016 King Kylie era. It was nostalgia driven. I thought it did land because I felt that it did garner a lot of earned media attention. There was a lot of discourse online, but as we discussed on that episode, whether or not it was long enough between the two campaigns or the iterations of Kylie's eras. And also, does this actually reflect Kylie's current era? Does it feel disingenuous?
- [13:47]
A
Yeah. And does it reflect where the brand and the new product development has been? I would argue no, which is why I included it. We're keeping it in the Karjenner family, aren't we, Ray?
- [13:57]
B
Because the next one we are. So skims. Nike collab. So this year, Kim Kardashian partnered with Nike. I would argue that this was supposed to be a pretty monumental moment. I would argue that this should have been a recipe for success. It had all the ingredients to have impact. Their two cultural giants colliding. It just didn't seem to hit beyond the headlines.
- [14:17]
A
And I know that social media buzz and press and clippings are one part of brand, right? Like, that's not everything. My observation in my algorithm was I saw more media coverage of All's Fair, the Hulu TV show she did, than I did of Nike Skims. I feel like I saw two days worth and then it was gone. I haven't seen it in store. I haven't really seen it online. I haven't seen people unboxing it, wearing it. All of the formula that I would usually see for any Kar Jenna launch.
- [14:44]
B
I think the Runway from announcement of launch to product being available was too long.
- [14:48]
A
I totally agree. I also think it was funny. I know she did a sit down interview with Complex and spoke about bringing out a shoe. It actually surprised me that they didn't start there, to be honest, because Nike are known for like the shoe drops and sneaker culture, I kind of thought it might have started there.
- [15:02]
B
It also didn't feel particularly innovative to me. It does look a lot like the existing skin products. I didn't really see the Nike branding come through. So for me, in terms of that brand visibility, it didn't feel quite strong for Nike.
- [15:16]
A
Yeah, I totally agree. And the third one, when I said Some brands are great, but they have a swing and a miss. This one I would say is kind of a campaign and a brand in one. And it is Rinny, the children's skincare brand that was developed by Shay Mitchell. We had Zara McDonald, co founder of Shameless Media, guest host on the podcast episode that we spoke about this on the Wednesday app. Safe to say I think all three of us probably said jury's in. This is absolute miss on their part. Like 5 year olds don't need self care. Shay Mitchell is the founder of Rinni, who was made famous from Pretty Little Liars but then created base brand Luggage now has started Reni and really focused on this children's positioning. And I'm not even talking Gen Z in this or Gen A. We're kind of talking whatever generation comes after Jenna. I don't even know if they have a name yet, but. But we all kind of synonymously agreed it was absolutely off the mark.
- [16:10]
B
Off the mark. Unnecessary. Really unclear need. And I always treat these sort of campaigns with skepticism when people come out saying that it's about improving children's relationship with skincare. Those children at that age should not have a relationship with skincare, period.
- [16:25]
A
Yeah.
- [16:25]
B
So for me, I met that entire campaign with skepticism. It felt unnecessary. It definitely felt like a cash grab and a way for, you know, Rene to cement itself. Growing up with their audience.
- [16:38]
A
Yeah.
- [16:38]
B
And their intention is to start introducing them to products at such an early age that then they grow and evolve with that demographic and establish themselves as the preferred skincare provider.
- [16:49]
A
You know, my thoughts. Off. So off.
- [16:51]
B
Okay. And to finish taking us back earlier in 2025, H M's AI digital twins announcement. So I don't know if you remember this, Matt's, because it was quite a while ago, but they announced that they were going to start using AI generated models. It was very tech led and the idea was that it would become more of a cost efficient strategy, but also ensure that they could access high profile talent. So the models that they worked with, they did shoot the imagery with them, but then used AI as a way to change the imagery, the locations and get more longevity out of those images. It definitely garnered a lot of criticism.
- [17:26]
A
Oh yeah.
- [17:27]
B
What did you think about this? At the time?
- [17:29]
A
I felt like it was people selling the soul to the devil and models in particular. I totally understand it's a big check at the moment, probably for them, but it just felt like you are losing the right to your image. And I know I. Pete. Yeah. And look, they've made A decision with the information they have now. But I think with the rapid speed of AI and the way that that tech can be used, there's nothing to say that H and M won't be using their likeness in different ways on new, innovative ways, on catwalks, in video campaigns like that. Check might be alluring now, but I do wonder, you know, what is that worth in the long run?
- [18:03]
B
Yeah. And the use of AI is not just limited to H and M. There are a number of brands this year that have started incorporating AI functions in the fashion industry, including Nike, Gucci, Zara, H and M. As I touched on Valentino and Levi's. So they've all used AI for everything from personalized styling to forecasting to creating marketing visuals. It's obviously cemented in the fashion industry. It's not going anywhere. My prediction for next year, if you'll let me, is that I will be accepted wholeheartedly in the fashion industry. I don't think it's going away. I think we're just going to see this trend more and more.
- [18:36]
A
Yeah.
- [18:36]
B
Does that mean it's right? I don't know.
- [18:39]
A
Well, I mean, I guess we'll wait and find out.
- [18:41]
B
We'll wait and see. Okay, time to reveal.
- [18:45]
A
Drumroll.
- [18:46]
B
Drumroll, please. Biggest flop of 2025. As voted.
- [18:52]
A
Oh my God. She can't open the envelope by you.
- [18:55]
B
I'm trying to fill the gap.
- [18:57]
A
As voted by you? Can I guess. Yeah. Is it Rinny?
- [19:00]
B
Of course.
- [19:01]
A
Perfect segue for me here. Rihanna.
- [19:03]
B
Here we go.
- [19:03]
A
So as I said, we didn't have any visibility over the answers, but senior podcast producer Kate has just literally slacked us in real time to give us some of the responses. So some of the responses in the survey were I didn't see one positive thing reported about it. Have not seen anything relevant from them since launch. Just such a miss, a purposeful gap in the market and very tone deaf responses from brand and ambassadors. Slash defenders.
- [19:30]
B
Yeah, it's always really interesting getting the community to share the why behind their votes as well. One of our listeners said this was reported on in the mainstream media. More therefore more publicity would indicate the bigger the flop. I agree.
- [19:43]
A
Hard agree on that. Say with your chest. Comment to number four.
- [19:47]
B
I really want to make some time for this lengthy response from one of our listeners. A brand that wasn't needed and unethical. If they did any market research, they would have known the backlash Sephora and other brands had on tween craze, let alone targeting even younger consumers. I appreciate moms are the target customer to purchase for kids, but just not a game of product needed for kids. Will kids seriously sit for five minutes with a mask on? I mean, I mean, not, not the kids. I know we're in a bit of an echo chamber there because that's exactly how I feel about this brand.
- [20:15]
A
Yeah. And I think safe to say in an echo chamber with many friends, because Rinny actually won as the biggest flop of the year at 72% of survey results.
- [20:24]
B
So the vast majority agreed.
- [20:26]
A
Next, I will be telling you all about who took out Founder of the Year. But that will be right after a word from today's sponsor.
- [20:35]
B
If anyone's looking for us this summer, you'll find us outside with the Four Pillars gin and Tonic in hand. This is our idea of the ultimate summer cocktail. And it goes like this. Fill your glass with lots of ice, then pour in Four Pillars signature rare dried gin, which is distilled with whole fresh oranges and nine other special botanicals. Top it off with a good quality tonic. It makes all the difference in a G and T. Finally, do away with the lemon and lime and garnish with a zest misty wedge of orange instead. The world's best gin comes from here in Australia this summer. Enjoy a four Pillars G and T with orange. Thank you so much to four Pillars for making this episode of stylish possible.
- [21:17]
A
Okay. It was the year of the founder, if you ask me. So it only feels right that we have nominated four founders of the year. It felt like there's never been a better time to be front facing and brand facing as a founder than this year. Ray, what's your observation been of the founder space this year?
- [21:37]
B
I think women have seen a real shift towards conversations around whether or not the founder first approach is sustainable long term. We've had a lot of conversations around, you know, showing your brand journey, putting yourself front and center. Does that add value to your brand or does it detract from it? I would argue that it absolutely does. A lot of the nominees that we've included in this survey are incredibly successful. Their involvement, their passion, their ability to show up and be front facing for their brands has absolutely done wonders and translates to dollars. Does it translate to peace of mind? Probably not, because unfortunately, as we've learned this year, that a lot of female founders are undermined and constantly challenged and criticized by the general public, but also mostly women, which is a little disappointing.
- [22:23]
A
I know. It kind of feels like as well, the higher they climb the ladder, the more people there are willing to Kick it at the bottom to try and knock them off. But we're here in a positive sentiment to talk about four incredible female founders. The first one is Emma Grade. Now, if you are not across Emma, I feel like we've spoken about her, We've swapped her in. She is an absolute powerhouse. If you haven't listened to her podcast Aspire, I strongly recommend you do. Emma is behind Skims. She is, of course, co founder alongside Kim Kardashian, Good American alongside Khloe Kardashian, Off Season, the new sports apparel brand that she created in collaboration with an incredible woman who is married to an NFL footballer and was creating vintage jackets. And of course, this year launched her podcast, Aspire. She's also working on a book. Honestly, I do not know how this woman does it. We don't have the same 24 hours. I'm sure of it.
- [23:15]
B
Do you know what I've loved about 2025? It does feel like Emma Great has taken center stage. Historically, she's always taken a bit of a backseat and not really, you know, spoken a lot about her affiliation and how much she spearheaded, particularly Skims and Good American. I feel that they were predominantly Kardashian led through the Kardash in show on Disney plus. I'm loving that Emma is taking the center stage because she is seriously, seriously a smart woman. Yes, you should listen to Aspire, her podcast, but I actually recommend starting with the Diary of a CEO podcast and her episode where Stephen Bartlett interviews Emma Grade. You get her full backstory, her childhood, the full career journey. You get so much nuance into how she thinks and how she operates, but also who she is as a person. Seriously impressive.
- [23:58]
A
And I have no doubt that she's media trained, but not one ounce of that interview with Stephen Bartlett came off to me like a media trained person. She seemed incredibly authentic. She said things with her chest. It wasn't always the popular opinion. I loved the statement that she said that kind of went viral online. That was, show me a woman who can do everything and I'll show you a liar.
- [24:18]
B
Yeah.
- [24:19]
A
And I loved that because so often women like her were like, they can do it all. How are they? And she was like, I need the nannies, I need the chefs. Sometimes I'm a crap wife, sometimes I'm a crap boss because I can't do everything all the time. Yeah. And I just love her authenticity. She has built some incredible brands. I mean, even the fact that skims had the $3 billion valuation, they've partnered with Nike, even though we called It a flop. The fact they even got that in the first place is pretty goddamn incredible.
- [24:47]
B
No, absolutely, it's incredible. The second founder we featured in this award is Amy Smail, the founder of Odd Muse. So for those of you who don't know, Odd News reportedly crossed 20 to 30 million pounds in revenue with no VC funding this year.
- [25:00]
A
Insane.
- [25:00]
B
That is insane.
- [25:01]
A
Clubs.
- [25:03]
B
They opened their first London flagship, cementing offline retail credibility. We know that Bricks and Mortars are back. We've spoken a lot about this and how it's become a bit of a sanctuary and a space to connect with your community. Originally being a D2C brand and now transitioning into that bricks and mortar space is super exciting. They have had constant sellout drop after sellout drop. This is again an example of a founder led TikTok content strategy that we've spoken a lot about in the podcast and I touched on earlier. That comes with a lot of hardship as well. And Amy has been subjected to a bit of criticism online. A lot of these female founders who are positioning themselves front and center in the brand are subjected to that criticism totally.
- [25:41]
A
And I feel that she really opened up the curtain for us as a brand founder. The minute that Tariff News dropped and she was opening up that New York store, we were brought on the journey of the struggle. How much money she was losing, what it was going to cost, the impact on her business. She has done an incredible job at bringing us along in a way that has shown us her success in a way that has never felt arrogant or boastful. And I think that's a really hard balance to nail and to maintain. And absolute props to her for not only building this brand, but somehow showcasing it in a way that still feels humble and grounded because it is no mean feat. And I don't really see people trying to knock her down.
- [26:18]
B
There we go. I'll leave that there. Our third inclusion is the one and only Alex Cooper, Call Her Daddy. You guys know I'm a big fan of Alex Cooper, the founder of Unwell Network and the host of Call Her Daddy. It's been a big, big year for Alex. We did an entire episode dedicated to the Unwell brand, and we had a lot of back and forth on whether or not we felt like she was spreading herself too thin. Is she the Jack of all trades? The Master of none? What was your take after that episode, Mads? Because I came in pretty hot with opinions and a very, very robust understanding of the Unweld Network, but just all the brands as a whole. What did you Take away from the episode.
- [26:56]
A
I feel like in that episode I knew everything that Unwell Network had done and who it had. I think just when we sat down and consolidated it all, I was like, whoa, she's across a lot.
- [27:05]
B
Yeah.
- [27:06]
A
And I would love to see more of the team and I would love to see, like a docu series on, you know, Unwell Network. Oh, and I hate myself already for saying this. I do feel that the success of Alex Cooper is clouded by the shade that is thrown at Alex Earl and the petty way that she does play into it. But I think she does that for publicity and views and that is also part of her business.
- [27:29]
B
And at the end of the day, the audience is. Is eating it up.
- [27:32]
A
Oh, just like circus.
- [27:34]
B
Anytime anyone mentions Alex O and Alex Cooper in the same sentence, everyone's back, gets up. They're like, oh, oh, gossip.
- [27:40]
A
It's spiky and it's a lot of 20 to 30 somethings Roman empires. And we'll keep watching and consuming the content. But the deals that she's landed and the contracts she's signing, there was no way we couldn't put her on that list.
- [27:52]
B
Absolutely not.
- [27:53]
A
Lucky. Last is Maggie Sellers room, the founder of Hot Smart Rich. I would say probably the most timely inclusion in here given that we have just seen a megadeal sign with the man we spoke about about four minutes earlier, Stephen Bartlett, founder of Diary of a CEO and Flight Studios.
- [28:11]
B
Yeah, I think there's a bit of recency bias with this one, but it was definitely worth including. I also think one to watch in 2026. She's giving a similar sort of trajectory to the emigrates of the world and the Alex Coopers. Maggie grew her paid substack subscribers into a high six figure, seven figure annual business. As Mads just touched on, she's partnered with Stephen Bartlett. She is the original, again, this trend of people who start out as content creators and then become business people. She is going to be the next Alice Cooper. She's also got a sprinkle of Emma Greed in her as well. If Stephen Bartlett has identified her as talent, she is just going to be supercharged next year. Yeah.
- [28:50]
A
And I mean, she's hot, she's smart and she's rich. Go girl. She's on brand.
- [28:55]
B
She's got a little triple threat going on.
- [28:56]
A
All right, let's do it. Oh, now I can't open an envelope. God, I'm opening this with as much excitement as I would have opened a card with cash in it when I was like 13.
- [29:07]
B
Oh, I would have just completely ripped it to shreds if that was me.
- [29:10]
A
Founder of the year is our girl, Alex Cooper.
- [29:14]
B
Okay, I was not expecting that.
- [29:16]
A
Who did you think was gonna be?
- [29:17]
B
I thought it was gonna be Emma Greed.
- [29:19]
A
No, I thought the people would go with Alex Cooper have bias. Because I do see our downloads and the speed at which we get those downloads and the Alex Cooper episode on our Friday eps where it went off, it went off.
- [29:30]
B
And as we say, numbers don't lie. It's definitely one of our most downloaded episodes to date. So, yeah, you're right. Okay, our final audience chosen category is Brand of the year.
- [29:40]
A
Let's keep it tight and right. Re number one, Labubu. I mean, if you need an introduction to this, I'm not sure what you've been doing in the last year.
- [29:49]
B
I'm laughing because the brand is actually Pop Mart. But you've said the boobie because that is the sole product that everyone knows from Pop Mart. So you can keep running with that. Run with that.
- [29:57]
A
Okay, so look, yes, I did say Le Booboo, but really it is pop mart. Right? Popmart's brand founder Wang Ning's net worth is now 27 billion thanks to these little creatures. I'm sure he has never been more thrilled to have you have a little gremlin swinging off your bag. But we just couldn't not include this.
- [30:15]
B
No. It was a massive cultural moment. They have completely dominated the accessories category. We're talking billions of dollars from a furry little gremlin.
- [30:24]
A
Totally. I don't think our audience will have voted this brand of the year, by the way, because I don't think they will find an affinity to Labubu for me personally. This is my winner based on the cultural impact.
- [30:33]
B
Totally. Next up, ChuckMoos. I just think again, so many beautiful campaigns throughout the year. Just such a visionary, incredible storyteller. I'm really, really excited to see where this brand goes, particularly with with the transition into fragrance.
- [30:48]
A
I'm so excited about that.
- [30:49]
B
I just know it's going to be huge.
- [30:52]
A
Yeah. Lucky number three, Re. We could not not include Chanel. Matthew Blazey. What? We've seen Nicole Kidman off the back of the divorce in that white shirt. I mean, somehow the fashion item of that first Runway was a crisp white Chanel shirt. This has been the resurgence of Chanel this year.
- [31:09]
B
What a comeback.
- [31:10]
A
It never went away. It just had a little nap is what I would say. Chanel will always be a heritage luxury fashion house brand. But the way they've come back the coverage that I have seen, the way that it has just absolutely taken over that New York Subway show, just all of it tends across the board.
- [31:29]
B
Yeah. The cultural relevance is definitely surging for Chanel. Our final brand that we've included is Road Beauty.
- [31:38]
A
Standing on business.
- [31:40]
B
So massive year for Road and our gal, Hailey Bieber. As you guys know, Rhode officially sold to Elf Beauty in May 2025, valued at up to 1 billion. Haywood is staying on as Chief Creative Officer, but it's just been a huge year for Rhode. So Hailey Bieber is coming to Australia for Vogue's Forces of Fashion. She's presenting alongside a number of other guests, but she is the headline guest. We are also going to this event.
- [32:03]
A
Yeah, we're quite excited about it. It's on February 13th and I will get on the mic and I will say it. There is no world that Road will not be launching in Australia in some capacity at that time. It is way too opportun. It is way too good timing wise. The real question is, will she just open up D2C? Will she go bricks and mortar? And then the age old debate, will she follow what most big powerhouse international brands do where their Sephora globally become via Mecca in Australia, New Zealand or will she stick to the Sephora global model? I guess we'll find out.
- [32:34]
B
We'll find out. Okay.
- [32:36]
A
Who do you think is going to win?
- [32:37]
B
I think Road Beauty is going to.
- [32:39]
A
Win same by land side.
- [32:40]
B
A landslide. Okay. Road Beauty.
- [32:44]
A
I love when we're right.
- [32:45]
B
I know we've done pretty well.
- [32:47]
A
Yeah. I like when we've got deep level alignment too.
- [32:49]
B
No, I'm excited. Road Beauty by an absolute landslide. 59 voted for road. Oh my God. 28 voted for popmart. Lobo.
- [32:57]
A
Yes. I did put Pop Martin because I was like, it just deserves a cultural relevant conversation. I don't use a Labubu. I have one. George has one now.
- [33:06]
B
Oh, I never got one, so. Oh, you can. And then you tried to give me yours and I was like, no, it's not the experience.
- [33:11]
A
She wanted the unboxing moment.
- [33:12]
B
I wanted the unboxing moment. But that's exciting. I love Row Beauty. I'm really hopeful it does come in Feb, as you've predicted, Mads.
- [33:18]
A
Ray, we are finishing on a little hot prediction.
- [33:21]
B
Hot prediction.
- [33:22]
A
We aligned on this. We debated heavily but we've aligned on this. What we wanted to do was have a category that we picked which was the brand to watch. Ray, we had a lot of debate about this one. We wanted to do someone that was Local.
- [33:36]
B
Yeah, keep it local.
- [33:37]
A
Keep a little homegrown talent. I mean not so little now, but we're predicting to be very much not so little next year.
- [33:43]
B
The brand that we're nominating as the one to watch in 2026 is a local Melbourne brand with Harperloo.
- [33:51]
A
Yeah.
- [33:52]
B
Now we've spoken about them on the podcast. They are also full transparency represented by the wonderful Arnica and her agency Sage. But only recently they've been on my radar for I would say the last 18 months. The first time I really felt they were going to be the next big thing was back in the Australian Open earlier this year where Paige Lorenz wore multiple pieces from their collection. Do you remember that?
- [34:12]
A
Yeah, I do. And I feel like it has been a domino effect of it girls both locally and internationally wearing pieces ever since then. I feel like every month I'm just seeing more at Harpaloo at Harperloo when TikTok girlies are responding to wear the tops from the skirts from the dresses from and they are getting some serious momentum. I also love that this is a mother and two daughter duo. Like the girls are absolutely killing it.
- [34:39]
B
Also founded in late 2020. So you think that's off the back of COVID They've done a pretty extraordinary job to be able to create a lot of buzz and a lot of awareness in the Australian market. But as you said, mad slowly overseas. I mean Paige Lorenz is not a small girl.
- [34:54]
A
No.
- [34:55]
B
She's arguably one of two biggest fashion personalities in tennis, the other being Morgan Riddle.
- [35:00]
A
Yeah, I agree. Ray. This is our hot take, the one to keep an eye on. Also love that they're doing bridal now. That's just a recipe to clean up a market, isn't it? Yeah.
- [35:08]
B
So their primary focus is resort and event where I have seen the event where really, really expand.
- [35:14]
A
Yeah, I'm got my eye on that little red sequin.
- [35:18]
B
Say that. I knew you were gonna say that.
- [35:20]
A
Oh, me coded.
- [35:21]
B
It's perfect for the wedding season.
- [35:22]
A
I've got enough of them.
- [35:24]
B
I know the price point's quite reasonable considering it is event wear as well. Dresses ranging between 250 to $450. So, you know, not cheap by any means but definitely more accessible than the traditional gowns that you would, you know, be purchasing in that category.
- [35:38]
A
1,000%.
- [35:39]
B
So guys, with Harper Lou, I feel it's going to be a big year in 2026 for you.
- [35:44]
A
Raise hot take.
- [35:47]
B
And that's all we have time for today. As we mentioned up top, it's our last episode of the year. So Mads and I will see you on January 16th. Our first episode back, the regular Wednesday episode will be back on January 7th. Thank you so much for listening to us, guys. We've loved deep diving, all things brand and career this year.
- [36:03]
A
I can't believe it, Ray. I mean, we often laugh. Like, I think when we see people out, they're like, oh, you guys are actually friends? And we're like, no, we're like, very, very good friends. Very good. One of my best friends. But it's been so much fun bringing the conversations that we were already having into, I guess, you know, a little bit more formalized setting, given we have microphones and cameras set up. But I love how much the audience has responded to this and just the overwhelming support and love. Like, we're so appreciative, and it's a real joy to do this with you, Ray.
- [36:33]
B
It's such a pleasure and it's such a joy. Mads, I'm gonna miss you over the break.
- [36:36]
A
You're gonna save me.
- [36:37]
B
Don't. I know.
- [36:38]
A
Pretend you'll just miss doing this on a microphone with me.
- [36:41]
B
Yeah, pretty much.
- [36:42]
A
Maybe I'll get us handheld kids mics, and we can be like, so what did you think of last week's Christmas campaign?
- [36:47]
B
We should definitely not do that. No, that would be cute. Like the little baby mom mics. Like the bars. Guys, feel free to email style-ishameless media.com or slide into our DMS over at StylishPod to keep the conversation going with us. Big thank you to our show's production team, head of podcast Lucy Hunt, and senior podcast producer Kate Emma Burke. Have a safe and happy holidays. Love you guys. See you in John. Kisses, kisses. Bye. This podcast was recorded on Wurundjeri land. Always was, always will be Aboriginal land.