The outfits of The Summer I Turned Pretty

Summary

Style-ish Podcast Summary

Episode: The Outfits of The Summer I Turned Pretty

Date: September 16, 2025
Host: Madison Sullivan Thorpe (B)
Guests/Co-Hosts: Zara McDonald (A), Rhiannon Joyce (C)
Podcast: Style-ish by Shameless Media

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Overview

This lively episode delves into the impact of fashion in pop culture, centering on the style moments from "The Summer I Turned Pretty" Season 3. The hosts unpack why the show's wardrobe choices have captured the zeitgeist, dissect character-driven costuming, and analyze real brand partnerships woven into the series. Beyond the show's looks, they discuss broader fashion business trends, rumors about Hourglass cosmetics leaving Mecca, and the launch of an ultra-luxe $28,000 perfume. The episode blends sharp industry insight with the hosts’ enthusiastic, conversational banter.

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Key Discussion Points & Insights

1. Australian Fashion Abroad (00:55–04:03)

• Selfridges in London: Zara and Rhiannon recount seeing a notable presence of Australian brands at the UK department store, mentioning Dish, Sir, Shona Joy, Bec & Bridge, and Faithfull.
  • “It’s the Australian brands or bust over there.” — Zara (03:09)
• Comparative Market Status: Despite Australia’s difficulties breaking into global media/podcasting, fashion proves the exception:
  • “Fashion is the antithesis to that conversation or that point of view, which I was very excited about.” — Zara (03:27)

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2. Style & Beauty ‘Swaps’ (Recommendations) (04:10–09:39)

• Instagram Editing App: Rhiannon reveals her go-to filter tool is Teza App for subtle hues and blur effects, popularizing a “cool girl, dumb aesthetic.”
  • “You taught me about the blur effect… to make it look like we were having a really fun, wild time, so we just blurred a lot of our photos.” — Zara (05:11)
• Hourglass Holiday Palette: Madison lauds this viral powder-based makeup, ideal for travel and achieving a refined look.
  • “I have reached for that every day since I first got it… setting powder, blush, bronzer, highlighter, everything you need in a compact little palette.” — Madison (07:04)
• Podcast Recommendation: Zara recommends “The Aspire Podcast with Emma Grede,” especially her interview with Universal Studios’ chairperson Donna Langley, highlighting the lack of Hollywood nepotism in Langley’s career path.
  • “She is the chairperson of Universal Studios, which means she is one of the most powerful people in Hollywood.” — Zara (07:58)

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3. Main Segment: Fashion in “The Summer I Turned Pretty”

(12:02–29:27)

A. Why This Show is a Style Conversation Driver

Hosts acknowledge personal and online obsessions with the show's looks, especially as Season 3 dominates conversation and memes among Millennial and Gen Z women.

B. Best Dressed Characters & Fashion Analysis (13:48–18:59)

• Conrad Fisher emerges as the unanimous best-dressed favorite, with his transformation from “mum-styled” outfits to more mature, deliberately nautical and vintage looks.

  • “All we’re after is a man in vintage Levi’s.” — Zara (14:16)
  • “These are the kinds of clothes that differentiate a boy from a man.” — JQ magazine via Zara (17:17)
  • Contrast between Conrad’s effortless, intentional style and Jeremiah’s self-conscious, “frat boy” appearance.

• Laurel’s Evolution: Rhiannon admires Belly’s mother’s upgraded wardrobe:

  • “She’s giving The Row—really clean, sleek, no labels, really fresh look.” — Rhiannon (14:41)

C. The Art of Costume Design (18:59–24:12)

• Hosts highlight the deliberate and narrative-driven approach of costume designer Jessica Flady, reflecting character growth, emotional states, and location symbolism (e.g., Cousins Beach = nautical, youthful looks).

D. Belly’s Coming-of-Age Through Clothes (19:09–24:24)

• Belly is styled as a 21–22-year-old unsure of her style, experimenting like her audience. Transition from juvenile sundresses and sneakers at Cousins Beach to a more sophisticated “grown-up” Parisian look with heeled boots and Cezanne pieces.
  • “At no point do I feel like the clothes have kind of out matured her emotional intelligence.” — Zara (21:41)
  • The use of red lipstick and Parisian berets mirror her youthful, sometimes cliché self-discovery journey.

E. Brand Partnerships: Coach, Steve Madden & More (24:24–29:27)

• Coach x The Summer I Turned Pretty: Subtle, integrated campaigns including merchandise for fictional Finch University, sold via Amazon stores for US audiences.
  • “I honestly think it’s one of the best examples of how a brand could integrate into television that I’ve seen in a really long time.” — Rhiannon (28:23)
• The hosts debate international versus local impact and the effectiveness of “invisible” integration:
  • “It is really powerful when an ad doesn’t feel like an ad. But what happens when an ad doesn’t feel like an ad so much that none of us actually knew there was a partnership?” — Zara (26:33)

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4. Beauty Industry Deep-Dive: The Hourglass x Mecca Split

(29:27–37:26)

• Rumors & Legal Drama: The hosts examine the persistent rumors about Hourglass (premium US beauty brand) leaving Mecca after a 15-year exclusivity, referencing lawsuits and strategic eCommerce hires.
  • “This wasn’t the time of borderless beauty… Now, your favorite makeup artist could be from LA, favorite brand could be from abroad—even if you can’t buy it here.” — Madison (31:43)
• Retail Power Struggle: The team muses on how moving to Sephora, David Jones, or self-retail could impact both brands and customers, with speculation over who might replace Hourglass (Victoria Beckham Beauty, Merit).
  • “If we are talking about Sephora, this may be the brand...that skews someone to potentially walk into Sephora and while there, casually pick up a few other products.” — Madison (33:40)

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5. Ultra-Luxury Fragrance: Maison Francis Kurkdjian’s $28,000 Perfume

(37:26–45:16)

• New Product Spotlight: Maison Francis Kurkdjian releases a $28k bottle (Edition Mille Sim), containing rare ambergris.
  • “Who the hell is a $28,000 perfume for?” — Zara (38:26)
  • “This is made for the 1%. This is like the Birkin or the Patek Philippe of fragrance.” — Madison (39:07)
• Luxury Market Insights: Only 54 bottles released annually, targeting the ultra-wealthy seeking exclusivity and brand clout.
  • “They don’t care what this product smells like. What they care about is that it signals their wealth.” — Rhiannon (43:05)
• Fragrance as Content & Community: Cites the TikTokification of scent, rise of fragrance influencers (e.g., Gemma Diamond), and Gen Z’s growing share of a booming perfume market.
  • “I am just like so impressed by how well that content is doing.” — Zara (44:26)

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Notable Quotes & Memorable Moments

• On Fashion’s Global Appeal:
  “It feels like fashion is the antithesis to that conversation or that point of view, which I was very excited about.” — Zara (03:27)
• On Character Costuming:
  “There is nothing accidental about costume in any television show… They're trying to create worlds with an outfit.” — Zara (15:57)
• On Coach’s Integration in TV:
  “I honestly think it’s one of the best examples of how a brand could integrate into television that I’ve seen in a really long time.” — Rhiannon (28:23)
• On Beauty Business Shifts:
  “This wasn’t the time of borderless beauty… [now] anything is possible.” — Madison (31:43)
• On Ultra-Luxury & Exclusivity:
  “It’s the Hermes model… We don’t really want any of you, apart from, like, three people.” — Zara (39:16) “They don’t care what this product smells like, what they care about is that it signals their wealth.” — Rhiannon (43:05)

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Timestamps for Key Segments

• 00:55–04:03: Australian brands at Selfridges (London Fashion chat)
• 04:10–09:39: Style/beauty swaps, podcast recs, Teza app, Hourglass palette
• 12:02–24:12: The Summer I Turned Pretty wardrobe deep-dive
• 24:24–29:27: Brand partnerships (Coach, Amazon, etc.) in the series
• 29:27–37:26: Hourglass and Mecca rumored breakup (industry/legal context)
• 37:26–45:16: $28k Maison Francis Kurkdjian perfume and luxury strategy
• 45:16–46:19: Wrap-up and closing remarks

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Tone & Language

The hosts keep the conversation candid, playful, and relatable—mixing industry expertise with honest fan energy and comedic self-deprecation.

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Takeaways

• Fashion in TV is more deliberate and narratively powerful than fans might realize.
• Brands like Coach are setting new standards for integrated, subtle product placement.
• The beauty industry is rapidly shifting: exclusivity contracts, eCommerce, and the growing power of content/generation-driven demand all reflect broader retail changes.
• The luxury market’s fixation on exclusivity is as much about signaling and club-like community as it is about product.
• Fragrance has become a robust new axis of online culture, particularly for Gen Z.

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For anyone who loves fashion, beauty, or brand strategy—or is obsessed with "The Summer I Turned Pretty"—this episode offers both pop culture entertainment and genuinely sharp industry knowledge.

Transcript

[A]

Foreign.

[B]

This episode of Stylish is brought to you by Sodi Hydration, that supports energy, focus and whole body wellness. This is Stylish, the podcast for all things fashion, brand, business and beauty. My name is Madison Sullivan Thorpe. My co hosts today are Zara McDonald, co founder of Shameless Media and co host of Shameless podcast, and Rhiannon Joyce, Shameless Media' head of business development and my new fortnightly co host. Hi, guys.

[A]

Hello.

[C]

Bit of a motley crew this morning.

[A]

Honestly, what a motley crew. Annika's off in New York. Poor Joe is unwell.

[B]

Poor Joe. Adrian did do her skincare routine, which I did enjoy watching last night, though, on TikTok.

[A]

I saw her post that because she was too unwell to do it herself. So you guys are stuck with me.

[C]

I'm happy about that.

[A]

I'm excited. I'm happy to be here. I'm very happy to be here. Annika's posting beautiful stuff from New York and the three of us are in a studio in Cremorne.

[B]

Well, hang on. You guys just got back from the uk.

[C]

Yes, but before we talk about that, I do want to get into what we're actually going to be talking about in today's episode. It's a juicy one and I'm super excited. The first topic that we're going to be covering is the summer I turned pretty and how much the fashion on the show has dominated the zeitgeist and the headlines. We're also unpacking the rumors about Hourglass leaving Mecca and we're exploring why the hell a $28,000 fragrance has been released. But yes, we did just get back from London. Bit of a whirlwind, Zaz.

[A]

I know we got back like the day before yesterday, so if Rae and I don't make any sense in this episode, that's why. Jet lag.

[C]

Yeah, I'm bringing like the fun, crazy, sort of like, who knows what I'm going to say energy this ep. I'm just going to lean in.

[B]

Amazing. And I guess that means my role is as the adjudicator, just to make sure you're leading.

[A]

You're leading this entire thing. So if nothing we says. So if nothing we say says I actually, you can keep all of that in and it ok. Because that is very much the energy I'm bringing today. I was subbed in at the 11th hour. I've just got off a plane, but I am very excited.

[C]

Before we get into the swap, I do want to acknowledge when we're in London, Something that was like, really interesting to me when we went shopping that I feel the listeners will appreciate. We went to Selfridges, which is a really popular department store in London. Zaz. I was blown away about how many Australian brands were on the floor at Selfridges. Like literally every second brand. Dish, Sur Shona, Joy, Beckonbridge. They were everywhere.

[A]

Yeah. So we've got a wedding coming up and Ray and I can't find anything to wear. Right. Black tie wedding. I'm feeling like there's a bit of a lull in. I don't know what it is, like, event wear at the moment. If you guys have ideas on where to buy stuff, please throw them at me because I've been battling hardcore. And so we were like, we'll go to Selfridges, it'll be a different market. There'll be something fresh here. And there wasn't anything fresh, but in the best way possible, because I was so stoked to see brands like all the ones you said, Ray. Also like people like Faithful. I was so I. Call me an idiot. I had no idea Dish had a full little pop up. Not even a pop up. A full pot of Selfridges. It's the Australian brands or bust over there.

[B]

Yeah. And I think the same was very evident when I was in New York. Like, there is a real appetite for Aussie brands. I think internationally we're, like, considered pretty cool guys.

[C]

We're killing it. We also touched on this in our previous fortnightly Friday episode with with Jean and how dominant they're doing in the US St Agnes. I'm just like proud Aussie girly over here.

[A]

And I think for me, the most fascinating part is that when we were over there, in every other industry I'm talking to people about, especially media and podcasting, it feels very much like Australia is not on the map. So a lot of the conversations I was having there in a work capacity was how hard it is in the arts, be it writing or podcasting, for people to crack markets, and that no one actually takes Australia very seriously in many areas because we're just so far. Or if you've capped out the Australian market, that's really as well as you're going to do. But it feels like fashion is the antithesis to that conversation or that point of view, which I was very excited about.

[B]

Yeah. Hopefully fashion is now the Runway for everything else and, you know, everything else can follow suit.

[A]

I would love to hear that. What are you guys swapping today? Do you have anything good for me?

[C]

I do. I Have something that I've been sitting on for years and have you been. I've been waiting for this episode to drop it. No, I'm dropping it this episode because I get asked this in my DMs so often, and I was like, this is a really handy swap. So I do use an editing app for my photos on Instagram. I dip in and out of. Sometimes I edit photos, sometimes I don't. But my Go to editing app is Teza app. Have you guys. I actually know that both of you have heard of Teza, but what's your take on Teza app?

[A]

Well, firstly, when you're talking about editing, we're talking about filtering.

[C]

Obviously, I'm not doing.

[A]

Just putting it out there for the record, just to save your ass a little bit.

[C]

Thanks for saving my ass. No, I'm not airbrushing my photos. I'm talking like that really subtle hue or if I want a film effect. Tessa app has the best curated range of filters. And the best thing about it is that you can really choose how high you want to go with the filter or how low if you really want to pull it back and make it just look super subtle.

[A]

You introduced me to Tesla. I'm pretty sure. I'm pretty sure you introduced our office to Tesla. I also just use, like, the one filter cocoa because you do that, just fully ripped off. Like, if you actually go to our Instagram accounts and compare, you'll probably see that all. All the shading is the same because I just copied. But also you taught me about the blur effect. I remember last year when we went to New York for work and Michelle, Annabelle and I spoke about this on Shameless. We wanted to make it look like we were having a really fun, wild time, so we just blurred a lot of our photos.

[B]

Wait, I don't know about this. I have Teza. I've used Teza, but I didn't know about the blur.

[C]

So you know how it's kind of like the. I sound like a dickhead saying this. The cool girl dumb aesthetic, where they always have an occasional photo in there.

[B]

That'S blurred and looks a bit like in motion.

[C]

In motion. I'm so on the go. I was just captured in this candid position. No, it's all fake. It's in the Teza app and you can blur your photos to make it look like it's just done that in the camera.

[B]

Fantastic. That's a great hot tip.

[A]

It is a real good hot tip.

[C]

So everyone needs to download Tessa app if you want to fake it until you make it with the blur effect. But also, if you want really, really good, subtle filters for your photos, Tesla is my go to.

[A]

What about you, Mads?

[B]

My swap, ironically, this week, given we are about to talk about them, is Hourglass. And I thought about this while I was actually doing my makeup to come in today. The Hourglass holiday palette. I know they get a lot of hype online. I know that they're kind of viral, and so, you know, naturally, that makes most people skeptical if something's actually good. But I have reached for that every day since I first got it. Given what we're about to talk about, I don't know if it will be available this year at Mecca, but if you can get your hands on one, it's got a setting powder, a blush, a bronzer, a highlighter, like, everything you need in a compact little palette. And I know we're all having a love affair with creams, but I really do love a powder as a little bit of, like, a slick face. 3pm Shine girl.

[C]

I'm an oily girl. I'm always on to the powders. Also perfect for traveling because it's everything in one palette.

[A]

I'm kind of off the powders, guys. I'm really on the creams. Cream, bronzer, cream, blush, cream, everything. So this is the one that's kind of like. This is going to sound really dumb, I think Michelle has this. It's got, like, the swirly blush, the swirly bronzer, the swirly highlight, all in the one palette.

[B]

So they're baked powders. It's a particular way that they do it, but it is designed to hit the light in different ways. So the way that Hourglass actually bake and press their powders is different. Very technical, boring way to explain that, but yes. And they usually have, like, characterization kind of on the outside of the palettes each year.

[C]

I would say it's a marble effect.

[A]

That's. What did I say?

[B]

Swirly, roundy.

[A]

I thought that was cute. I'm not the technical beauty person in the room, but I am very happy to be here.

[B]

Well, you are in Jo's seat, so today you kind of get the pseudo habit.

[C]

Pressure's on.

[A]

Pressure's on. I wanted to swap in something very quickly. It's a podcast episode of the Aspire Podcast with Emma Grade. Anyone who's heard me speak about anything will know that all I'm speaking about at the moment is that show. I am listening to it on repeat. This episode that I listened to recently was an interview with Donna Langley. I had actually personally never heard of Donna Langley, but she is the chairperson of Universal Studios, which means she is one of the most powerful people in Hollywood. I know a lot of our stylish listeners, particularly the people that tune into to your channel episodes on Fridays. Guys love Korea and Brandon, all of those kinds of things. I think they will adore this episode. I for one have never properly been across like the machinations of Hollywood as an industry, how films are made, the business of it. It's really fascinating. She seems incredibly impressive. It's not like she was this person that kind of grew up in LA in the film business and you know, landed that job. She kind of came from the UK and just climbed the ranks to become a hugely powerful person. So I don't know if you guys have listened to it, but it's amazing.

[C]

I haven't. It sounds like a non traditional trajectory compared to a lot of people who are in Hollywood rife with nepotism as well and obviously very male dominated industry. So I'm super curious to listen to that. Also. I just want to shout out podcast Rex in stylish. I feel like we need to be doing more of them. So thank you, Sarah for bringing that to the table.

[B]

I agree. And I also am loving everything that Emma's putting out in the world, just from a branding perspective, from a podcasting perspective. I was listening to her recent episode with Jessica Elba and just absolutely adored the conversation. I love the format, I love the flow. I'm with you, Zaz, but I am not up to date, so that's now on my list.

[A]

It's funny because when she started her podcast, this is a bit of a tangent, but I was kind of wondering why, you know, someone like Emma Grigg didn't have to be front facing when she's building these incredible companies. If I was kind of, you know, advising from afar with the little expertise I have, I would say if you don't have to be public facing running a company, don't do it. So I was really fascinated by this decision. Now that I've consumed so much of her content, I genuinely wonder if she was watching so much of the content being put out about career and business by men often form and thought, I can probably do this better for an entire market of women that aren't being spoken to and is kind of taking part of that diary of a CEO audience and saying, I'm going to tailor this but to a more female audience so that they can relate more.

[C]

I think that's reflected so well in the guests that she has as well. Very skewed to fashion beauty, but also a lot of female founders. Obviously we're all massive fans of Diary of CEO. How their content strategy has shifted over the last year has left this gaping hole. Emma's filled it.

[A]

I completely agree. Before we get into the first topic of today, we are going to throw to a sponsor and then I am very excited to talk about the summer I turned pretty for about the fourth time on podcasts in the last month.

[B]

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[C]

Okay guys, before we get into it, I do just want to clarify up top. As always, you know that all of our editorial content is free from influence from brand partners, but we wanted to be transparent and acknowledge that we have promoted the Summer I Turn Pretty across the Shameless Media Network. Now, the highly anticipated finale of the Summer I Turn Pretty drops tonight and we thought it was perfect time to discuss the fashion on the show because it's been a huge discussion point this season online in our group chats. It is absolutely everywhere. And when we were prepping for this episode size, I'm going to throw to you quickly because I feel like you were one of the main drivers in us talking about this in Stylish. Obviously you've talked about it a lot in Shameless as well and it's huge conversation in pop culture.

[A]

Well, it was funny, Ray. You and I were sitting on a plane and we were like, what are people talking about at the moment? I mean, just to break the fourth wall, it's never like a science on how we come with stories for shows, but you and I were like, well, what have we been talking about amongst ourselves? We were like, well, we've been talking about the clothes that Belly's been wearing on the Summer I Turned Pretty. And that's when we knew it was a segment for Stylish.

[C]

Exactly. And the third season of the show, I feel like, has been a mammoth culture moment. It feels like everyone, you know is watching it more so than the previous seasons, particularly Millennial Women, which is very much our audience. And trickling into that Gen Z audience. And those who aren't watching it are probably being assaulted by memes. Honestly, you cannot escape this online wet look. Hairstyles. That's very Taylor's shtick in the series. Waspy watches. Hello, Conrad. And preppy pajamas. That's Jeremiah. Have been trending each week. So I wanted to talk to you guys about how fashion has actually pushed the narrative forward and crafted characters in the show. So let's start with one simple question. Who is your best dressed character and why? Mads.

[B]

Conrad Fisher. I knew it. I am single. I am into a man yearning. I am into a man that looks like he knows fashion. Like, this guy is presented at. At every turn. And I feel like his wardrobe has really transformed this season and very deliberately, but, yeah, hands down, for me. Oh, Conrad Fisher, be still my beating heart.

[A]

Mads and I have the same really, Conrad. Simple, girly. What do you mean, simple? All we're after is a man in vintage Levi's.

[C]

Yeah, that's simple.

[B]

And with a belt and a slutty little watch.

[A]

It's just so well put together. I mean, I'm going to deep it in a second, but it's just the real sort of kind of vintagey look. It is actually the Paige Johnson look. Yeah. Yes. It's like the full P. Johnson look, but over in America. And I am into it 100%. You're clearly not going to say Conrad.

[B]

Yeah. Come on.

[C]

Who's mine is actually Laurel.

[A]

Oh, yeah.

[C]

I feel like she's the chicest woman ever in this season. She's really evolved and leveled up in the fashion game. She's giving the row really clean, sleek, no labels, really fresh look. I love it. She's my standout this season. I wanted. I do want to deepen Conrad.

[A]

All right, let's take a break.

[C]

Deep in this. One thing that I feel like I've noticed as the season has progressed with Conrad is this nod to this nautical theme. Imagine looking at you right now wearing boat shoes, like you're taking a page out of Conrad's book. This nautical theme of what he wears and it feeling for me, for me, it feels like it really reflects cousins as a place. And Belly's happy place is cousins. Conrad's wardrobe is symbolic of her happy place. And it's a bit of foreshadowing. Am I going way too deep on this?

[B]

I don't know that I'd gone there. I think I had gone more. That he had this, like, relaxed nature, because we're seeing him as a character become more vulnerable and relaxed, but it still feels refined, which I think he is. Like, he is in this show, positioned as the golden boy who is getting his life together. He's going to therapy. He's finishing his medical degree. Wow. Now I'm deepening it, but I think I was going more that angle of, like, it's that maturing. It's. He would iron his shirts. Like, they would hang up. Like, yeah, I don't know that I went to cousins, but now that you've said it, you've really got my little brain ticking.

[A]

I feel like both of you are bang on. And I think with costumes, costume, you actually have to deep it. That's why I was so excited to talk about it, because there is nothing accidental about costume in any television show. That's why you have dedicated costume designers. They're trying to create worlds with an outfit. And so when I was looking into the costume designer for the summer I turned pretty, a woman called Jessica Flady spoke about how. And I actually found an interview with her in 2022, so in season one. And she spoke about Conrad style then. And what she was basically saying was he was the least interested person in fashion in the show at that point. That was, like, very deliberate. What they wanted to create was a wardrobe that looked like almost it was created or curated by his mother that he would just pull out of cupboards and just throw on. And now as you look at him, he feels distinctly grown up. And it feels very much like they've tried to move away from oh, mum, put it together to. No, as you said, Mads, this is a really mature guy who's got his life together. He wears belts and watches and tucks his stuff in. And it feels effortless to me, but really intentional. And I feel like that is him in a character, like, quite effortless, but also quite serious and intentional. And I feel like when Jeremiah looks like he's trying quite hard, Conrad looks like he doesn't in his clothing. Can I read a quick passage from jq.

[C]

Go for it.

[A]

They wrote a whole piece on this on Conrad style, and the writer Trishna Ricky wrote each episode. Conrad continues to pull out pieces that have women on my for you page. Feeling like a man in Victorian times. Hello, Mads. Seeing an exposed ankle for the first time. Clearly, we're tired of seeing modern men throw on a graphic tee and wide leg pants and call it a day. These are the kinds of clothes that differentiate a boy from a man.

[B]

Oh, the boy from a man. Just hits. Because I think it is the difference. Like you say you go for dinner with. I'm talking to two married women. These are not my target audience right now. But you go for dinner with a guy who's got a T shirt tucked out with a pair of jeans and sneakers on, like, there's no thought behind that look. He tucks that in. He puts on a belt and a shoe that's, like, slightly more. I think there's something about that that feels like you've cared. And so for me, there's this stark contrast between Jeremiah, kind of. Even when he is dressed up in a suit, kind of looking like he's cosplaying in his dad's, like, suit. I think it's very deliberate.

[C]

It's 100% deliberate. And with Jeremiah, it's almost the juxtaposition is he's trying to dress like Conrad, like, he's trying to emulate his style, but it's falling flat. And there's also this frat boy element to it, which drives me insane, and I think contributes to this narrative that Jeremiah is not the perfect person for Bel. And obviously, you've got the scenes that play out which suggest that, you know, what happens in Cabo stays in Cabo.

[A]

Really.

[C]

Mind you, not everyone knows, though, in the show, which is driving me crazy. The other piece of that is his friendship group. They're so Boise and frat like. And when you see them together and they're all got the outfits on and they're very Abercrombie and Fitch, it's just giving me the ick.

[A]

Well, I'm pretty sure that really unlikable friend of Jeremiah's, whose name I don't even know, I don't think we're meant to know his name, to be honest. I'm pretty sure he was wearing variation of a pink polo.

[B]

Yes.

[A]

The other day, which also feels incredibly deliberate. And Jeremiah's, like, singlet tops, like, it's all very showy and loud. And so I think that's what makes Conrad's style sing even more. I would like to talk to you guys about Belly because obviously as like the main character in this show, I've really enjoyed the way that they have styled her because I feel like what she gives to me is however old she's meant to be like 21, 22, something like that. She very much gives a 21 or 22 year old who is actually kind of yet to find her style. So is trying to dress herself in something that's still individual. Like you look at her and Taylor and they don't dress the same right. But you can still see that they're still yet to find their style, which is exactly how I felt at that age. I mean, I'm still trying to find my style at 31, but you can see they're not copying each other. They're different, but they're still not fully like grown into themselves yet.

[C]

This is what I think Jess has done really well and makes it feel believable to the viewer because you can put yourself in that situation. Go. I can look back and reflect on when I was younger and see that that was me. I was doing that. I was trialing different things, whether it be, you know, the micro mini skirt with the sneakers, like that was such a common look back when I was younger. But then even with their hairstyles and their makeup as well, Taylor's hair feels so intentional this season. The way it has shifted over the last few seasons for me is still an example of her also exploring herself, but also her character development. It's like she settled down with Steven. All of a sudden her hair is looking, is reflecting more of like a mature sort of effortless look. Whereas before it was very. What's, what's the white crimpy sort of style.

[A]

She went through that a lot.

[C]

It was very young. It was very. Yeah, it's. It's interesting how it plays out not just in the clothes, but then also the hairstyles and the beauty on belly. Have we clocked the red lipstick?

[A]

Oh, yeah.

[B]

I feel like it was the first thing I clogged. It's also like so classic. 21 year old, 22 year old goes to Paris and the first thing they do is put on a red lip. Like I remember the first time I went to of them being. That was so like French girl chic.

[A]

Well, I did the same thing with a beret. Well, Taylor wore a beret. I could find. I, I found myself sort of eye rolling to be like, God, girl goes to Paris, wears a beret and then I was like hitting myself across the head because it's like, no, that's the most believable thing of all. Yeah, you've done that. And I say you. I mean me, I've done that.

[B]

Yeah.

[A]

You cosplay the place that you go 1000. I still sort of do.

[C]

I kind of do that too. Yeah.

[A]

It's funny, in that 2022 interview that I found with the costume designer Jess, she kind of said at that time that it was really important for her and Jenny Han that the clothes didn't get ahead of Belly's transformation, which I found really interesting. And at no point do I feel like the clothes have kind of out matured her emotional intelligence.

[B]

Agree. And I think what I have found really interesting as well is that I feel when we see Belly in Cousins, she leans more juvenile in the way she dresses than we have seen in other scenes when she's been at college or when she's been at dinners and things. Like when she was at the memorial, we had different hairstyles and dresses and things like that. But in Cousins, I feel like we're seeing her really lean into those, like juvenile sundresses and little like denim shorts with sneakers. Much to your point. Re like those young looks that we all kind of remember doing at like 17, 18, even the flashback to the.

[C]

Christmas scene and she's in flannel pajamas and has chocolate all over her face. She's 21. She looks like a 14, 15 year old. I feel like when she goes back to Cousin, she. She's going back to that inner child and she's embracing that. And that comes out a lot in what she wears.

[A]

I read something really interesting from a culture and fashion writer by the name of Viv Chen. She has a newsletter called the Molehill. And Viv Chen noted. And I found this is quite a specific thing to observe, but I found really interesting that Belly wears a lot of do when she's around Conrad because, you know, if you. If you aren't across the brand Owen, it's very ethereal, very frilly, cool, quite girly. Imagine like woman running through the countryside dress.

[C]

Yeah.

[A]

Quite whimsical when she's in these scenes with Conrad at Cousins. And I thought that was a really interesting thing to note because that fits more with kind of the image that he's putting out. That really kind of beachy, ethereal, slightly ethereal with the vintage Levi's look.

[C]

It's also ethereal in the sense that they have this romance that's a bit Unattainable. And I think for so long, it's been the childish dream. And, you know, Conrad's always been my crush, so it plays into that as well.

[A]

Yeah. The other shout out I've been seeing is that she's been wearing a bit of Cezanne since she got to Paris.

[B]

Yeah.

[C]

Okay.

[B]

Paris, I think, is a stark contrast to what we've seen from her as well. And I think that they have very deliberately, perhaps even gone more juvenile than they have previously to really contrast to what we're seeing in Paris. We're seeing her in heeled boots, we're seeing her in miniskirts. Like, it's a very clear evolution elevation from where she's been.

[C]

She's maturing, she's growing up. And the Paris outfits reflect that.

[A]

The haircut, well, we're about to see quite. If this is, like, a little trim, I'll be filthy.

[C]

I'll be so braided off.

[A]

They have, like, made us assume that she's going, like, full bob.

[C]

Full bob. Okay, so the brand girl in me has to bring up the partnerships, please.

[A]

Of course, of course.

[B]

How could we.

[A]

Our partnerships queen has to.

[C]

So the Hollywood Reporter confirmed a few brand partnerships have played out this season. Coach solid and striped Steve Madden and Cat Bird, which was the jewelry brand Belly's iconic or not so iconic. R was featured.

[A]

Yes.

[C]

So I remember when the Coach partnership was actually announced just before the Season 3 launch. This was such a smart move for Coach. We've been talking about Coach a lot on the podcast and how much they're really going after that Gen Z audience. This felt like a very smart move for them to be capturing that younger demographic by aligning with the Summer I Turned Pretty. So what makes up the Coach partnership? Basically, it extends beyond traditional advertising. So for those of you that don't know, know Prime Video is actually owned by Amazon. In addition to the paid ad features that they have running in the episodes in the U.S. they also launched a bespoke collaboration inspired by the season. So this was playing on the fact that University is also a huge part of the storyline and setting. So they have this bespoke Finch University range that you can actually shop in their Amazon store. In regards to the partnership, Coach said the collection features handy college essentials in the form of the Coach Turn Lock backpack and Coachtopia Loop backpack, Both perfect options for coping with study, travel, and whatever else life throws at you. I'm loving this amalgamation of this fictional university and the merch, but also very practical bags that people would use on Campus. Have you guys clocked any of these products in the episodes?

[B]

No.

[A]

No.

[B]

And what I love about that is that I am eagle eyed. I work in brand and marketing. It's usually the first thing I'm looking for and I haven't noticed it. Now whether that's because I'm so enchanted by Conrad Fisher and ignoring it or whether it's because. Because it's genuinely integrated in a meaningful way. And I think that's the one thing everyone loves about this show is that everything feels deliberate. It feels like Taylor Swift Easter eggs all over again. Like there's little breadcrumbs but I haven't seen something and gone. God, that feels like an ad.

[A]

So devil's advocate, because I agree with you, it is really powerful when an ad doesn't feel like an ad. But what happens when an ad doesn't feel like an ad so much that none of us actually knew there was a partnership or that there were any Coach bags in Agree.

[B]

Which I would totally say is a fundamental flaw of international for them. So in the US if I'm watching it and then I'm seeing an ad where that bag's featured or a bag like the one Belly's got, I think it makes sense but I'm not seeing it here. So maybe it's an international critique.

[C]

I think it comes down to the market that they're prioritising and focusing on and unfortunately for little old Australia, we don't matter in this instance.

[A]

Told you we don't matter. Also, is there some something to be said for the little old old people at the table who may not be the market for Coach? Like maybe I'm not looking at it or noticing the bags as much because I'm not in the market to buy a Coach bag.

[C]

One thing I would add though is we are talking about fashion and clothes a lot. My assumption would be that people that are watching this show and if they're seeing a product that they like, I would assume that they're going online and they're searching for that product. Where Amazon have played it well and played it subtly is creating a bespoke store that stocks majority of the products that you see from the sponsored brands coach Steve Madden in a central place. I'm assuming when people are going online and searching for that the SEO, the search engine optimization for this store would be through the roof. So that would be the first point of call that people are going to and that's driving a lot of people to product. So whilst it might not make sense locally, I would assume in the us it's probably working really well for them and it's a really nice one two punch from a brand partnership point of view. You're getting the awareness in the show. Yes, it might be subtle, but you've got to remember they've also got the paid features that are popping up. So They've got that 30 second TVC that's interrupting the episode. You've then got that subtle product placement peppered throughout and then you've got that online presence of the store and being able to just shop it in real time. I honestly think it's one of the best examples of how a brand could integrate into television that I've seen in a really long time.

[B]

And that, kids, is why she's in the business of partnerships.

[C]

Guys, There are few occasions as chic, as immersive, as exciting as Melbourne Fashion Week and it's coming back soon. Mark your calendars from October 20th to the 26th. Get ready to help celebrate the vibrant fashion, creativity and community that Melbourne is famous for. Expect runways in some of the city's coolest locations, inspiring talks, fashion moments and public exhibitions, workshops and more. More. There's no dress code and no limits. You're invited to come as you are and enjoy Melbourne Fashion Week. Check out the program and grab your tickets now at melbourne bic.gov au mfw and a huge thank you to Melbourne Fashion Week for making this episode of Stylish possible.

[B]

The next story is one that is speaking of things that we have been thinking long and hard about on my TikTok. I don't know about you guys, but I am seeing the rumor that Hourglass is leaving Mecca. Have either of you seen this everywhere?

[A]

Yes, I have.

[B]

Okay, so rumors have been swirling online about American beauty giant Hourglass leaving Mecca. For a little bit of context. For those who might not know, Mecca has been in an exclusive distribution agreement with Hourglass since February 2010 and they've played a pretty major role in Hourglass becoming one of the most loved beauty brands in both Australia and New Zealand. But their have been some trouble in paradise for some time between the beauty retailer and the brand. In 2020, Mecca took Hourglass to court because the brand wanted to cancel their exclusivity agreement because of knock on effects from COVID and retail. We can get into that in a bit. Fast forward to now and there's a lot of talk on social media about the brand's alleged plans to leave Mecca and TikTok and Reddit sleuths have been all over this and someone actually found that Hourglass had listed a senior e commerce manager role on LinkedIn, which would that the brand is potentially going to another retailer. Think David Jones, Maya Sephora as some that come to top of mind or that they are opening up their own store here in Australia.

[A]

Tay t, that's that done. No, I tell you what, guys. As the. As the Joe in the room, I am actually the least qualified beauty person in the room. But I was really fascinated when I came to realize that this is an agreement that's been in place for 15 years. Like, that's an extraordinary amount of time for a business relationship, especially an exclusive business relationship, for Hourglass to only be able to sell to Australians via Mecca and, sorry, Kiwis as well via Mecca. Not even being allowed to sell directly like that is an insanely long contract.

[B]

It is an insanely long contract. And why it's so important that we emphasize the 15 and I want to jump back to when this contract started is that this wasn't the time of borderless beauty. This wasn't. You went on Instagram and TikTok and you learn about brands and you saw your favorite. You know, we're talking like, like YouTube era. It wasn't.

[A]

What's borderless beauty?

[B]

Borderless beauty is a term I think I kind of like, came up with it, read it, used it a lot internally. I read it once and I really just let it, you know, catch on. I'm so sorry to whoever I stole it from. But it's the idea that, you know, a beauty purchase now or a beauty piece of information is no longer just local. It's not the print magazine you read. It's not your local creator that you follow. It's not the shop that you walk into. It very much is like, your favorite makeup artist could be from la, favorite brand could be road. Even though you can't buy it here, it. We're in this world of I've got a friend traveling there or I can get it via my US Postal box. Anything is possible now.

[A]

I was like, that's so inspiring.

[C]

My first experience with Hourglass was obviously through Mecca. I always saw Hourglass and Mecca as symbiotic. It was one of the most prevalent brands for such a long time. I do think Mecca's portfolio has widened so much over the years as we've seen new players enter the market. I honestly don't know if it's a huge deal that our class is leaving Mecca. And I'm not trying to flatten this and say, like, oh, I'm above this, I just don't think it's that big of a deal.

[A]

So I have to admit, I also had the same reaction as a consumer of beauty, I would say an average consumer of beauty. I thought, well, I really do love some Hourglass products, for sure. Will I chase them elsewhere? Well, I think always if a product is good enough in my bag, I'll chase it elsewhere. So I was genuinely sitting with this and wondering how big of a deal it is. I imagine for consumers who are kind of casual consumers of Hourglass who are walking through a Mecca store and picking up a few different things, which I know people do shop like that, then it's an issue. But broadly, I was like, this is a lot of Convo. And on TikTok for one brand, what.

[B]

I fear is the challenge here is that it's where will that customer potentially follow too? So if we are talking about Sephora is this may be the brand and I feel it could be big enough that it does skew someone to potentially walk into Sephora and while they're there, casually pick up a few other products.

[A]

Okay, I see that. That's. See, that's why you're the in the room. Yeah, I totally understand that. It's like giving them the experience. Experience of something else. I want to talk about this lawsuit very quickly. Right. Because I think it's relevant, though it started in 2020 and ended in 2021. It's a little complicated and I'll try to keep it kind of tight. But essentially, back in 2020, Hourglass tried to cancel its contract with Mecca because of COVID restrictions. They basically said, all right, well, Mecca has been unable to distribute our product for 28 days. They're in breach of our exclusive contract with them. Therefore, we're canc canceling the agreement altogether. Mecca then, you know, took Hourglass to court and said, you can't just go and try and sell direct to consumer. You're breaching our agreement. You can imagine it got quite messy. Mecca eventually won the case in December 2021. Here's how news.com reported it. When they won, Hourglass breached its contract with Mecca when it ended their exclusive agreement. And by selling their products online directly to Aussie and Kiwi customers, Supreme Court Justice Michael Oz Osborne ruled. He found the termination was invalid and of no legal force. And the decision to sell directly to consumers was another breach. So taking us back in the timeline a little bit, as I said, this Lawsuit began in December 2020. It is now September 2025. If tick tock rumors are to be believed. This is going to be announced or, you know, exiting in the next few weeks. I'm trying to work out this really long tail. I mean, if these are the longest exit clauses known to man, that's pretty interesting to me. Name.

[C]

It's interesting, but this is why I feel like it's blown up on TikTok. I don't think it has anything to do about Hourglass being a brand that people are like, wow, I'm shocked that it's leaving. I think people are using this conversation as a way to bring up not the drama but the uncertainty of what actually happened between these two businesses.

[A]

I think you're bang on. It's like, oh, something was clearly planted. Then I will say Mecca are yet to formally comment on this publicly. That said, I have heard anecdotally, if you go into a store and ask someone working there, they will confirm to you that yes, this is happening, they are leaving. So that's kind of as good as we've got. I imagine that in the coming weeks Mecca will have to respond to this because if it's kind of being breadcrumbed and rumored on TikTok, I would not.

[B]

Be shocked if we saw Mecca announce a brand coming. If Hourglass is leaving.

[A]

I agree. I think you have to time it like that if you've got a big brand coming. Leaving, I mean, hello, road.

[C]

Pat it out.

[A]

Too early for road probably, isn't it? They've only just started. Canada. Well, could it be?

[C]

I don't know.

[B]

I would love to see Victoria Beckham and I do feel that the Hourglass brand does a wonderful job of straddling both a younger consumer due to their social strategy, but also a well established customer given their presence in Market for 15 years. Victoria Beckham, Beauty with the timing of this doco feels like.

[A]

And that's interesting. Okay. What about you, Ray? I really like that though, if you can of it.

[C]

Oh, it's not even my take. It's a previous take that Mads had in our fortnightly Friday episode which is Merit obviously being very heavy D2C direct to consumer in the Australian market. They have not aligned with a local retailer. And in that episode, Mads we went back and forth and discussed how Mecca would be the retailer that made the most sense. This feels more likely now because Merit and Hourglass also have a very similar consumer. So that also could be a potential brand that pops up up as you know to pad out the announcement that Hourglass is leaving.

[A]

You have probably heard the team mention the perfume Brand Maison Francis Kurdishan before it is a very covetable and not super cheap perfume brand. One of his most famous creations is of course, Baccarat Rouge 540, which was first created in 2014. I tell you what, you'd be hard pressed to walk down the street and not smell a woman doused in that. And I have been one of them. Now, nearly a decade later, the fragrance has released a limited edition back Baccarat Rouge called the Addition Mille Sim. I'm gonna assume it's French and I'm gonna assume I butchered that.

[C]

You did year 12 French? Come on.

[A]

I. I need to stop reminding people of that because my French is awful. Now, of this perfume that I want to talk to you about, There are only 54 bottles released every year for the next decade. And the ingredients, bottle and packaging are supposedly so precious and so luxurious. Each bottle costs $28,000.

[C]

Woo.

[A]

Right?

[B]

Chomp change. Holy heck.

[A]

Chomp change. Okay, so the star ingredient of this perfume, I feel like I can't even call it a fragrance or a perfume. Like it's. It's. If it's $28,000, there has to be a new one. Sure.

[C]

They made up a new name for that.

[A]

Yeah. It's got this incredibly rare ingredient called ambergris, A substance formed in the digestive tracts of sperm whales. Whales. I am not trolling any of you. Once it's released into the ocean and washes ashore, it turns into a hardened material which has an earthy, musky odor that apparently perfumers love. So I would like to know, who the hell is a $28,000 perfume for?

[C]

Not me.

[B]

Or me. As much as I love fragrance. Hell no. This is made for the 1%. This is like the Birkin or the Pateka Philippe of fragrance.

[A]

Surely it actually is funny that you liken it to the Birkin, because when I was looking at this story, I was like, huh, this feels like the Hermes model of trying to find a consumer. Which is to say we are deliberately exclusive. We don't actually want all of you. We don't really want any of you, apart from like three people. We are going to make sure that, you know, we are the most exclusive brand possible and that our is really hard to get your hands on. And the whole thing is, I guess, what with the aim of elevating the brand generally.

[B]

Yeah. And I would also anticipate that the press articles that came out of this were worth their weight in gold.

[C]

Oh, yeah.

[B]

And hopefully had people just going back to buy Baccarat Rouge, which I would suggest has maybe lost some of its allure in recent years. As you mentioned, you walk down the street, you smell it on everyone. They kind of got a two prong approach here. One is that they've got this exclusive product that you can send $28,000 on and off, only how many of you, 54 of you can have it. And then you've got. Also, let's get the name of our bestselling perfume that's starting to fatigue back out in the market.

[C]

A perfume that might I add, retails for over $400 Australian. Like this is not a cheap perfume. So even the average person who is buying Baccarat Rouge is spending quite a bit of money. So they really nailed that top and tail. Targeting the 1% is an interesting point for me and when I was researching for this episode, I was taken back to the business of fashion and study that they did in 2020 24, which really focused on how luxury brands are doubling down and targeting the 1% because they make up majority of the spend in luxury markets, particularly at the moment. Because luxury is down.

[B]

Yeah.

[C]

But the 1% still spending. So one of the key headlines from the business of fashion study was the top 2% of luxury customers actually drive 40% of luxury sales. So they're making up the majority.

[A]

Yeah. Because they're just getting richer.

[C]

Yep.

[A]

Yep. Look, it's funny, I saw a fragrance expert by the name of Am Majoros sum it up this way to real simple about, you know, the. The complex notes of a fragrance like this, and I want to get your thoughts on it. Typically, something cheaper will be less complex and more simple and obvious. For example, you will clearly smell a single note very prominently, often the top note, like lemon or a single floral. With expensive perfumes, you can't quite identify what the notes are. Exactly. I actually do really love fragrance. I have in the last few years, kind of really come to understand and appreciate fragrance. That for me, I literally don't care if I can just smell the top note. I'm going to be honest, I don't understand what we're talking about.

[B]

I'm 1000% with you. For me, I'm like, do I like the overall scent profile, how it sits and settles on my skin and does it last? They're like the three things I'm trying to hit. Are you the same?

[A]

Completely. And I think for me as well, when it comes to fragrance, I am happy, happy to spend a bit more for brand. Right. It's kind of like anything at this age. I feel like I'm in a position where I can, if I like how a brand is built and positioned, I will try and opt into that world because I know how hard it is to create a really cult like brand. So I'm like, I'm happy to pay for that. I'm under no illusion that I may not be always paying for a better product. I'm happy to buy into the brand. But with the story like this, it's sort of all just a bit beyond me. It reminds me a little bit. I know this might sound like a kind of a strange comparison of that 20002017 story with Balenciaga and the Ikea bag that retailed for $2,000. It's like none of this is based in reality. None of this is for actually any consumer. It really is just for a headline and for a story and brand fame and to get people talking. And so I guess they win.

[C]

I also think it's about the 1% feeling like they have something that differentiates them between the mass.

[B]

Yeah.

[C]

When it comes down to it, they don't care what this product smells like. What they care about is that it signals their wealth. And also in the clothes context of being the 1% rich, I'm assuming that they care about optics a lot. And being part of owning this product doesn't just give you the product, it actually gives you access to this VIP exclusive group to be invited to future events. So it's not just. It's not from a brand's perspective, it's creating an experience for this 1% customer that also makes them feel valued and feel special.

[B]

Just goes to show, no matter your net worth, everyone loves community. Right.

[C]

Everyone loves to just signal that they're rich.

[A]

Yeah. I've been quite stunned by how fragrance has boomed in the last year or two particularly, but particularly in the last six months I've been watching a lot. Gemma diamond, who is an Australian creator. Yeah, you know, build a lot of content around fragrance. And if Gemma had sat me down before she started doing this, which was to say, Zara, every single day I'm going to tell people what I'm wearing, fragrance wise, I would have said, how does that translate over TikTok or social media? Because is you actually can't smell anything and it is booming. Her content is flying. When it comes to fragrance, that's how interested people are in. I guess it's like a, an extension of like a personal brand, which is this is who I am and this is what I smell like and I am just like so impressed by how well that content is doing.

[B]

She is absolutely booming, but so is the fragrance category. So I don't think it's a surprise this content's doing so well because I was actually reading an article from the card that was published earlier this year. It's anticipated that the industry could grow from 30 billion to 50 billion billion by 2030. And the target of the perfume industry right now is Gen Z. So you pair TikTok, you pair fragrance, you pair content like gems. It's astronomical what's happening in that industry right now. And I don't think we should be shocked. Like, think about the brands that have been built off the back of it. In the Gen Z space, we've had Sol de Janeiro most recently days in the US More locally at home Gem, which we were talking about off Mike earlier, we've had Fleur just launch at Becca and from all accounts, very successfully. I just think if you were creating a beauty brand right now, this is the space you want to be in.

[C]

It feels like the category both high and low, that everyone is expanding into. Why is everyone so obsessed with sperm in beauty products?

[A]

Honestly, I'm kind of done with it.

[C]

I'm done. I don't need to know that there's sperm in what I'm putting on my face or what I'm spraying on my body.

[A]

Thank you.

[B]

And I'm done.

[A]

Thank you and good night. That's all we've got time for.

[B]

And on that note, that is all for the this week's episode of Stylish. Thank you very much for joining us and of course you very much to our jet lag special guests Sara McDonald and Rhiannon Joyce. A pleasure to have you both. Remember, you can drop us an email anytime at style-ishameless media.com or you can slide on into our DMS over at Stylish Pod. And we can't forget to thank our shameless media team, head of podcast Lucy Hunt and senior podcast producer Kate Emmerburg. We'll be right back with you you next Wednesday. See you then.

[A]

Bye. Thanks for having us.

[C]

This podcast was recorded on Wurundjeri land.

[A]

Always was, always will be Aboriginal land.