The Who What Wear Podcast: Discovering Fashion's Next Big Thing With Up Next Designer Founder Albert Ayal

Release Date: January 29, 2025

Introduction

In this engaging episode of The Who What Wear Podcast, host Lauren Eggertsen sits down with Albert Ayal, the visionary founder of Up Next Designer. Albert shares his inspiring journey from a pop culture enthusiast to a pivotal figure in the fashion PR landscape, shedding light on how he has leveraged social media to champion emerging designers worldwide.

Albert Ayal’s Journey into Fashion PR

Albert Ayal's passion for fashion ignited early, inspired by his love for pop culture and iconic celebrities. Reflecting on his beginnings, Albert shares:

"I was obsessed with pop culture growing up... I loved Rihanna. I loved everything about pop culture. And then I was like, what is she wearing? That's when my eye started developing for fashion."
[04:14]

Despite initially pursuing architecture, Albert's path took a decisive turn when he was approached to manage social media for a burgeoning brand during his high school years. This opportunity introduced him to guerrilla marketing and networking within the fashion industry.

"I was just DMing everyone from Chiara Ferragni back then... It was so fun."
[04:59]

Building Up Next Designer

After several years honing his PR skills at Spray Ground, where he led global communications, Albert felt the urge to create something of his own. Encouraged by a close friend, Nicole Miller, he founded his own PR firm. His first major client, Cross, marked the beginning of a successful venture that continued to expand with brands like Talentless, Mirror Palay, Adidas Jewels & Cult, and Gaia.

"From there, it took on Talentless, and I took on Mirror Palay... It was just so fun to do. It was unreal."
[11:12]

In December, pre-COVID, Albert launched the Up Next Designer Instagram account. What began as a passion project to spotlight unnoticed talent quickly gained traction, especially after influencer Kylie Jenner followed the account.

"Kylie Jenner followed us on Instagram and requested a look from our page... from there was just a domino effect of Kylie to PopSugar and word of mouth."
[14:40]

The Kylie Jenner Moment and Rapid Growth

Albert recounts the surreal moment when Kylie Jenner followed Up Next Designer, propelling the account into the fashion spotlight overnight. This pivotal event led to features in major publications like PopSugar and Business of Fashion, significantly boosting the platform’s visibility.

"I checked, and it says 200 million followers. Follow back. I'm like, no way... Miraculously, Kylie Jenner followed us."
[15:46]

This sudden recognition validated Albert's mission to support and elevate emerging designers, leading to collaborations with designers like George from Greece and Kim Menches, whose work was famously worn by Cardi B.

Spotlighting Emerging Designers

Albert is passionate about discovering and promoting designers from around the globe. He highlights several talents he’s currently excited about:

• Dixon Lim: Known for his innovative upcycling in menswear, Dixon’s unique approach has garnered attention on red carpets.

  "Dixon Lim is an UND designer. When I say UND designer, it means that we were the first to put them out there and promote them."
  [19:25]

• Mark On: With viral videos and story-driven collections, Mark's playful yet sophisticated designs have caught the eye of celebrities like Rihanna.

• Andrea Broca: An Italian couture designer whose intricate embellishments have been seen on SZA, showcasing the allure of high craftsmanship.

• Fan Yoy: A Vietnamese designer whose stunning fabrics and structural designs promise to make a significant impact in the fashion world.

• Clara De Guin: From Paris, Clara's light-up pieces blend technology with fashion, creating mesmerizing visual effects perfect for music videos and avant-garde showcases.

  "Clara De Guin makes beautiful gowns and jackets that light up... People have been wearing it for their music videos."
  [22:01]

Navigating Fashion Weeks Globally

Albert’s dedication takes him to major fashion weeks worldwide, including Berlin, New York, Paris, Milan, Barcelona, Shanghai, Dubai, Saudi Arabia, Australia, and Sao Paulo. His favorite is Berlin Fashion Week, where he enjoys interacting with students and new designers.

"Berlin Fashion Week is my favorite because I get to interact with the students and see all the work in person."
[23:49]

A Memorable Celebrity Encounter

One of the episode’s highlights is Albert’s unexpected meetup with actress Margot Robbie. By simply expressing his desire to meet her on Instagram, Albert managed to connect with Margot at an exclusive event, leading to an unforgettable conversation.

"Margot Robbie's there. We were just chatting, drinking, vibing, laughing. It was just such a cool moment."
[26:37]

This serendipitous encounter underscores the power of genuine networking and the opportunities that social media can unlock.

Empowering the Fashion Community

Beyond promoting designers, Albert fosters a supportive community through initiatives like the "Fashion Ops" group chat, which boasts over 14,000 aspiring fashion professionals. This platform provides job opportunities, volunteer roles at fashion weeks, and career guidance, embodying Albert's commitment to nurturing the next generation of fashion talent.

"We have people looking to get into the fashion industry... It's like a broadcast in our Instagram."
[27:27]

Albert shares emotional moments when individuals he helped secured roles, highlighting the profound impact of his efforts.

Conclusion

Albert Ayal’s journey is a testament to the transformative power of passion, networking, and unwavering support for emerging talent. Through Up Next Designer, he has created a vibrant ecosystem that not only spotlights new designers but also empowers them to achieve their dreams. His story inspires aspiring fashion professionals to pursue their passions relentlessly and leverage platforms to make meaningful connections.

"Every time I had any opportunity, I always made sure that someone's involved. Like if I was on the Today show, I'd make sure one of my designers were involved."
[17:00]

Key Takeaways

• Passion Drives Success: Albert’s genuine love for fashion and pop culture propelled him into a successful career in fashion PR.

• Leverage Social Media: Strategic use of platforms like Instagram can significantly amplify emerging talent and create invaluable connections.

• Community Building: Creating supportive networks, such as the Fashion Ops group chat, can empower aspiring professionals and foster industry growth.

• Seize Opportunities: Albert emphasizes the importance of saying "yes" to opportunities, showcasing reliability and willingness to learn.

Final Thoughts

For those eager to stay ahead in the fashion industry, Albert Ayal’s insights offer invaluable lessons on harnessing passion, building networks, and supporting emerging talent. Up Next Designer stands as a beacon for innovative designers worldwide, ensuring that the next big thing in fashion is always just around the corner.

Notable Quotes:

• “The way to grow in this industry is you have to just say yes.”
  [07:27]

• “It's about finding hidden gems and totally mining gold.”
  [23:28]

• “Every time I had any opportunity, I always made sure that someone's involved.”
  [17:00]

This summary captures the essence of the conversation between Lauren Eggertsen and Albert Ayal, highlighting his journey, achievements, and vision for the future of fashion.