Post Malone, the rapper whose real name is Austin Richard Post, launched his namesake fashion label, Austin Post, with a debut show in Paris on September 1, 2025. Held at the historic Hôtel de Bourdon – Maison Pozzo di Borgo, the collection titled “At First Light” draws inspiration from Dallas western and Southwest ranch influences, reflecting Post Malone’s Texas roots and ranch culture. The show featured western-themed looks including dark-washed jeans with gold star emblems, suede jackets, and cowboy-inspired velvet pieces, with exclusive footwear by Texas-based Lucchese Bootmaker.

The label represents a new creative expression for Post Malone, blending Americana aesthetics with luxury influences shaped by his experiences in music and culture. The runway finale was notably marked by a model riding a horse, underscoring the collection’s western spirit. Post Malone expressed pride in realizing a long-held dream, describing the collection as “really special” and deeply personal, signaling his step forward as a cultural creator beyond music.