Brands are making…TV shows??

0:00This episode of Stylish is brought to you by Mile. This season, shop a major line of global names in Australian designers' nude to mile. Hello, happy Friday, welcome to Stylish. My name is Madison Sullivan Thorpe, and today I am very excited because I am joined by my co-host for today, Priya McPherson, who is no stranger to Stylish. We have had her on the face-to-face episode. Priya is founder of Fashion Label's Sage Avenue. Priya, welcome back. Oh my god, I'm so excited to be here. I love being behind the microphone. Thank you for having me. Well, we love having you behind the microphone. So this feels like a perfect arrangement. Now, you've been on face-to-face, but in case you don't know. Friday is our corner of Stylish where we talk brand, campaigns, we talk career stories. Today we're kind of, we're settling two of those horses. We're doing brand and campaign. I'm really excited to have you here. How are you feeling?

1:00I'm a bit nervous. You should not be nervous. You're amazing behind the mic. Thank you. That's so kind. I think, naturally, the nerves just play up a little bit when you're doing something new that you haven't done before. I mean, I have done it once, but not often. So yeah, a little nervous, but I am truly so excited. I feel like brand fashion, it's so me. I live and breathe at every single day of every week of every year, so I'm really excited. I'm excited because I feel like what we're going to get stuck into today will be so great. Now, look, we do start every Friday episode with Word of the Week. Now, I always joke that Re and I break the rules all the time because it's almost never a singular word, but what's your word of the week? Well, actually, I listen to the Friday episodes all the time. I'm going to bring it back to its origin of one word. Oh, go go. I'm going to do it. I'm going to come hot and strong and powerful with the word wonder. I've just recently been to China traveling for work. I came back yesterday and it was incredible. I was traveling. I was seeing manufacturers. I was walking fabric markets. I mean, I walked a fabric market that had 20,000 stores in one.

2:04And I've at least seen four of them on this week in China. It was insane. But I think there's nothing like being immersed in a culture to make you just stop and wonder. Yeah. You look around how people move, how they eat, how they believe, how they love, how they dance, what they wear. I think it's really incredible. It's very easy in your day-to-day life to get a little bit on autopilot. You wake up, you exercise, you go to work, come home, have a bit of chalky and you go to bed. You know what I mean? You can get tunnel vision sometimes. It's on repeat. And I think that this trip has really let me stop to wonder. And I think that's a really beautiful thing that I want to encourage everybody to do tomorrow when they wake up. Go have a little wonder when you're driving to work. It's beautiful. It's a little magical. And yeah, my recent trip made me wonder and I think it's important to share too. I love that so much. What a beautiful sentiment. I actually had a girlfriend recently teach me something and I want to play this with you. Yeah. It's that you have a rose, a thorn and a banana. So when someone comes back from a trip, you say, what was the rose to your highlight? Thorn is what didn't go so great.

3:06And then the banana is something surprising and fun. Oh my God. Okay. Putting me on the spot. First rose, let's start on a high, is I started my business three years ago and I believe that the people who make our products are half of my business. Yeah. To meet them in person and just be like, Hey, how are you? We talk every single day. I love to connect and seeing the people who helped me bring my business to life. It was such a special moment and that would definitely be my rose. My thorn would probably be having to wake up at 1 a.m. to leave for the flight. I think that is just speaking volumes for my trip, though, because it was all around incredible and my thorn was the fact that I just had to get up at 1 a.m. from that. So it was a really good trip all around. Sign of it real. Brilliant truth. Exactly right. I think my banana would be the food. I have grown up with an Asian background, so it wasn't new to me. But the food and the spices and the way they make things was definitely banana. I loved it. I'm such a food girl, too, honestly. I'm such a food girl. I usually have restaurants booked before I've even booked flights. Oh, I'm 100%. Yeah. But you would check the menu. I'm absolutely a check the menu.

4:07Me too. Me too. We're digressing. Okay. So let's get into today's episode. Today, we are exploring how entertainment is dominating both the fashion and business space. We're going to unpack why brands seem so drawn to entertainment right now. What's working and why and where we see this all going, but we're going to get into it right after a word from today's sponsor. Question for you guys. How long does it take you to get ready in the morning? If it's bordering on ridiculous, it could be your wardrobe's fault. Maybe you have too many clothes or maybe you've just asked for the ones you have. Either way, taking forever to get ready is a telltale sign that your style needs a shake of. They're going through a bit of an evolution themselves, spiking a fresh new chapter grounded in individuality, expression and newness. Yes, Maya are welcoming a host of new labels, both from Australia and abroad and we get to reap the benefits. From tomorrow, you can shop a fashion forward lineup starring by Johnny, the Wolfgang,

5:08Sonia Moda and Kinnie, introducing big energy, bold silhouettes and modern femininity to Maya and our wardrobe's at home. If you need some inspiration, look to their latest fashion campaign, featuring the loved actress Olivia D. Young alongside Kat and Yana Velas, passionate advocates for wellness and modern living. As they take us through, they're getting dress routines, share go-to styling tips and reveal easy ways to refresh your own wardrobe. Find elevated essential statement pieces and some of the world's biggest fashion brands new to Maya this week. And a huge thank you to Maya for making this episode of stylish possible. So, you might have seen this all playing out across socials, but if you haven't, essentially what seems to be happening in market right now is that brands are making TV shows or mini series, if you will. Have you seen this? Everywhere. Everywhere. It just seems to be everywhere. We've seen it from the likes of InStyle with their intern series on TikTok, Tower 28, a brand very close to my heart.

6:09They did a series called The Blush Lives of Sensitive Girls, which genius. They first have tapped Amelia Demolderberg to host their new blind dating show, Chuck Mates, McDonald's, Oatley, even Brat Stolls, Water Throwback. There are so many brands creating mini television series, and it's essentially for their social media pages. Priya, when did you first notice it? You've mentioned you've noticed it everywhere, but when was the first time you're like, I'm clocking there? Yeah. Crocs came out this year. February the 13th, they debuted a five-part mini series. It was kind of like a micro-drama. It was two minutes per part, and the first episode, it was about a girl in her 20s. She works at crocs. She's single. She lives in an apartment, and every time she would go to work, she would see another pair of crocs out the front of another apartment, and it was a men's classic clock croc, and it was completely bare. And before she would go to work, she'd be like, hmm, and she'd pick up a charm from her croc and pop it on his croc. Yeah. And it was amazing because it became this flirtatious drama she would go to work.

7:12You would talk about her apartment, and you take them through the journey, but also intertwining a charm with the croc, and it got 3.6 million views on the first part. Insane. Don't they call them jibbits? Jibbits. Yes. I like obsessed with that word. You know those words that you just learn, and you're like, I love that. Literally. And like a jibbit. It sounds like a little fad to see creature. I love it. Literally. And you become like, I want this jibbit. Yeah. I want this jibbit. I don't have crocs, but maybe I need them just so I can get a jibbit. Literally. Neither do I. Sounds like an excursion for us. I feel like we need to go. It's important here to reference a business of fashion quite. We came across when we were researching. And it says, rather than paying content creators to make content for them, both brands and media companies are increasingly finding ways to do so themselves. Decades or beauty brand, Mary K, jewelry brand, Alexis Batar, fashion publication in style and celebrity-tone people have all produced narrative series for social media. It's all in hopes of connecting with Gen Z consumers, anticipating that if they can entertain them, they can sell them product. I think this quite really shows that you're not shouting your product, but rather you're

8:14telling a story that's worth everybody's time. Yeah. Everybody's time is so precious these days. How do you cut through a market that can be so saturated at the moment? You're pinching the time and you're making it worth it. Totally. And I think as well, it comes down to the product becoming a prop, not the protagonist. And I think that's why this affinity for long-form content. And it is funny to call it two or three-minute video long-form, but in the current DOOM's girl climate, and despite average four, five, six hours, great times, it is a long-form piece of content. And I think we talk about some of the examples we're talking about, Tower 28 being a great one. Their entire brand DNA is centered on being made for sensitive skin. And what I loved about that blush campaign that they did to launch their blushers was, it had nothing to do with payoff, it had nothing to do with where the product belonged. It was about sensitive personalities and sensitive friendly products lending themselves in it, which I think goes back to that prop, not protagonist play. Yes, I love. And it's such a good point.

9:14I have another example I wanted to share with you really quickly, came up on my feed two days ago. So it's really top of mind for me at the moment. The algorithm's listening to it. I honestly literally is, or I don't know, Paige Lorenz is going above and beyond with her marketing at the moment, but do you know her brand, Dairy Boy? Yes. Yeah, Country Cool vibe, sweatshirts, oversized jumpers. That's really the vibe. Two days ago, she posted a video and it was kind of like a tryouts system. And so it was for her Dairy Boy sport collection. Yeah. And she was sitting there amongst a table of people and everyone was coming to audition. And they had so many different unique things to show. Like I remember somebody was making a butterfly out of a balloon. I checked this morning, Dairy Boy has 307,000 followers. That video two days ago got 1.4 million views. Yeah. I'm sure that half of those people are brand new people that haven't seen your business before. I'd be willing to bet that it's even more. Yeah. Like I just think the algorithm skews so differently now, it doesn't need to be someone you follow or that someone who's content you interact with.

10:17100%. You interact and you'll get served it again and another piece, content from that brand. Exactly. Hopefully it's converting to sales for a two. No, of course. Well, everybody was wearing Dairy Boy sport in the audition. So it was just, it was perfectly fitted. I was so engaged. I was like, oh, love this. It was a funny skill. And I was laughing as these people were wearing the product. And so I'm having a fun and happy experience. Yeah. And I'm associating it with this brand and what they're wearing. That's not a perfect recipe. I don't know what is. It's the total emotional response. And to go back to like such a historic reference, I always think this about the quantus ads. They have no reason to be making me cry. Oh, my God. And as someone who's not an emotional person, I find myself crying at, I still call Australia home and that ad every single time. Oh, yes. I am an emotional person. And I will say, it gets me every time. It gets me every time. And I was still quite like, it was a few years ago now. And I was still in my early 20s. So like traveling for me was such a big thing.

11:18And I just remember feeling this sense of like home, comfort, warmth, or from a video that they had made. How incredible is that for a business to be able to tap into such a deep emotion for somebody? At everybody's different ages of life and still have such a deep meaning and related to a brand. Yeah. It's incredible. Yeah. And I think that's one thing we always forget is that I think people go like brands don't have a place playing in emotion. That is the subsequent response that often happens, or whether it's your customer service experience, whether it's the content you're engaging with. Yeah. As you said, now you're like, Derri Boy, feels fun, it feels warm, it feels energetic to you. 100%. Because you've seen this great video. Exactly right. I think as well. I've learned to myself, especially as a business founder of a fashion business, but also as a customer myself, I always remember how someone's made me feel. Yeah. It's not about what they say or what they do. I will always take away the feeling and the emotion. And so if a brand can tap into making you feel something, that will last longer than anything else. Yeah. Yeah.

12:19Absolutely. I couldn't agree more. So I guess to sum it up, all of these mini-series server-peppers, we're looking to why this is happening right now, after a word from today's sponsor. For many of us, our dream is to smell so good that people chase us down the street to ask what we're wearing. While fragrance first, personal care brand, Gem, is making this wish come true, as they expand their range of indulgent deodorants into body care and hair care. Think milky body washes, sugary exfoliating scrubs and smoothing hair care in sweet sense like coconut vanilla, vanilla sugar and vanilla macadamia. Gem is all about making daily care feel decadent, while deeply noshing your hair and body with the most hydrating ingredients. Discover their new range, in-store and online art coals, and a huge thank you to Gem for making this episode of stylish possible. I think it's time we distill why this is happening, Matt, it's don't you think? Absolutely, let's break it down. Let's do it, girl. I believe there are four reasons, and I want to share them with everybody. I think the first one is a really important one, and it's the fact that brands are trying to compete with entertainment. Yeah. Entertainment brands like Netflix, your social media platforms like TikTok, it is where

13:22everybody's eyes are right now. It's the way the world is going, and so it's a way that a brand can compete with these big players and increase their brand awareness. Another one is greater cultural relevance. It allows brands to gain far greater cultural relevance, and when I say that I mean globally, like they can reach so many more people with these entertainment videos, these shorts on YouTube, Instagram, on TikTok, they're sustaining people's attention over multiple episodes and seasons, and I think that's really strong and incredible. Another one, owning attention instead of renting it. So I think instead of relying on your influences, your celebrities, your content creators to share your brand story or extend your reach, they're creating it as their own attention source. Yeah. And this means that they don't have to rent it. They own it. That is amazing for a business to own something that gives them so much reach and power and not having to rely on people and not having to be like, oh, that content wasn't amazing. That wasn't good. You know, you have it within your arms and your reach, and you can share your brand the way you want to.

14:22Yeah. It's like it becomes it's our own person, and that's pretty cool. And the last one is storytelling as a strategy. Well, let's be real. I think this is really reflective of something that's happening across many industries right now. Yeah. Storytelling is becoming an essential strategy for 2026. Yeah. Seriously. It's happening everywhere, and I think it's also a core business capability instead of a support function, but we'll get into that a little bit more. Yeah, it's so interesting, like just to piggyback on some of those concepts. Obviously, my experience having been in beauty, I think a lot of the time now when you're launching a blush, you're not competing with the beauty category or the blush as a subcategory now. You are competing for that airtime. Like I think about my own TikTok algorithm. It's like Netflix scene shorts, it's creative logs, it's, you know, even just on my phone, my favorite writers' sub stack, it's a recipe that I've put into chat GPT because I'm asking, like, what can I cook with, you know, chicken tomato paste and like the leftovers of zucchini? So it's the brands aren't just competing for the airtime or competition against their own category or subcategory anymore.

15:22It's the lack span of attention that is small and fleeting, and I think for so long the playbook was that brands hired creators or celebrities, and they piggybacked on their audiences to get that attention. Yeah. I think that's less guaranteed now, and much to your point, it's renting, not owning that asset. And so I think now it's not hoping that that celebrity or creator's relevance rubs off, but it's, you know, that model is kind of getting dated because it's expensive, it's in consistent, and it's borrowed, and so having an owning and creating that asset themselves is a much better play because, you know, it can, as we saw with Derry Boy, yeah. The results can be absolutely incredible. 100%. I think there's also a level of the fact that creators are getting paid. I mean, I'm a creator myself. I only take on deals that I really resonate with, but how do you know that for other creators, right? Yeah. You're connected to them, you share the values, that's why you follow them. But I think you do lose that sense of authenticity sometimes.

16:24Yeah. Do you know what I mean? I think that's the other side of the coin. Yeah. I think creators do also offer authenticity. So, you know, you're getting it either way, but I think it is important to mention that, you know, they're getting paid. And so are they actually doing this because they really care about it or just because it's a part of their job? And I think that's why the creator landscape feels so slippery because people are kind of like, have you ever bought this with your own money? Do you interact with this brand or is this, are you looking at this as a job and it is a check? I've been thinking about something I wanted to get your thoughts on at MADS. I feel like you would have a wealth of insight to this. So when Brad's become the storytellers, I've been thinking about whether they lose the authenticity or gain control and to the listeners, to give you a bit of backstory into the way my mind was thinking with this question was, I know I'm kind of going against what I said before, but I have always felt that creators add that authentic real side to a brand. And I think that brands are quite polished and curated, right? Now we're seeing brands trying to manufacture authenticity internally. So my question to you comes, can a brand still build trust when they know the storytellers

17:28also the one selling it? I think they can. I don't think they lose authenticity automatically, but I think they lose the ability to pretend they're not selling something, which is where I think creators have often filled that gray spot of, oh, we're selling to you, but because it's from my page, you don't feel like you're being sold to by this brand. So the luxury of pretending you're not selling something is gone. And so I think, you know, the bar is higher, audiences know where the content has come from, who's made it. And so much to your point when you were saying, you know, brands are very polished and curated, I don't think they can be too much in these sorts of formats, because it can't be too polished, can't feel too strategic, because people can smell that inauthenticity or fake manufacturing or that manufacturing too much. And so I think the content needs to be genuinely funny, emotional, so even if it's not funny, it needs to be like incredibly moving. It needs to be culturally relevant or, you know, emotionally and tuned to kind of where we're at and where we find ourselves.

18:28So long as audiences get to the place they give the brand that permission to go, I allow you to make me laugh or I allow you to make me feel a certain way or to talk about a culturally relevant topic. Yeah. I think then it gets to come through authentically, but there's a lot of points that have to line up there. Yes. 100%. I totally agree. It allows them to connect so much deeper than normal, but I think it means then that they're walking a fine line, because they're so close to the person now and they've built that attention and that trust brands have to be really careful here, because you walk the fine line, it could go incredibly well or it could go incredibly wrong. Yeah. You have to be culture as well. You have to be careful. It's incredible because it does allow people to connect. I think it's a fine line and I'm really intrigued to see where it's going to go because right now I'm all here for it and I'm loving it, but I hope that a brand doesn't just do something wrong by it, if that makes sense. I definitely think we'll see more of it because I definitely feel in market here and both

19:29overseas, there is kind of like a creative fatigue. I think there's a personality drive. I think creators who are personality fueled, we're talking like Jake Shane, the podcast he just did, the Vanity Fair red carpet, he's had great success just announced by a variety that he's doing a TV show now as well. There's more of that that we're seeing, but even then it's like how do you maintain that authenticity? I think that's where we'll see more of it, come true. And what's fascinating I guess is that brands used to interrupt entertainment, but now it's them becoming part of it, like they want in on the fun, they're like, let's go. Yeah, they're trying to become the entertainment rather than piggyback on someone else doing it for them. A hundred percent. So cool to own a brand, I'm like, I'm just going to become a producer now. Yeah, I'm going to add that to my resume. Let me entertain you. Let me entertain you in the way that I think I can do it first. Okay, so now we've dove into why this is happening. Let's get into whether we think it's actually working because I want to start with in style, the reference that we spoke to earlier in the app. So I know we referenced their mini series, the intern earlier, and they've had tremendous

20:33results from this. And if you're listening and wearing your AirPods or your wired headphones, we weren't on the car. Yeah, yeah. Oh, yeah, you're always together. Or in the car. I'm just such a headphone. Just keep looking straight though. Straight ahead. Left and right when you're at the lights. Look, it's such a great series. It's a bit of a mockumentary series where interns taking them through the office, kind of playing into all of those, I guess, notions and jokes that sort of sit within that fashion intersection of what it might be like to be working at a fashion magazine. I love how this intern series really takes you through a regular day at the office. Yeah. But in a fun, engaging way, I literally feel like I'm the intern. Yeah, according to InStyles, deputy editor and showrunner Jonathan Borge, season three of the intern brought an increase of 36.5 thousand followers on TikTok. There are a total of 1.6 million engagements on the seasons across platforms, and there are 5 million TikTok views on season three, episode one, starring Mickey Gordon. With 99% of those viewers being non-followers and 59% under the age of 24, is that not a drop

21:37the mic moment? Oh, I mean, someone at InStyle is like, yes, this idea of how you know. What I loved about this as well, hence why I made the comment about dairy boy and going I think that a lot less of them would be followers, is that that start of 99% of them not being followers is really interesting. But what I found most fascinating by this start was the 59% under 24, because traditionally InStyle is not a magazine that would be resonating with a Gen Z audience. Yeah. It is very much a millennial Gen X publication that's been around for quite some time now. Yeah. So I do think this just goes to show when you diversify format and content asset, you have the ability to tap into a brilliant audience that otherwise you're not accessing. I think that this really shows as well that being under the age of 24, you've got to assume these people are quite the energised, they want to know what they want to do with their life, where do they want to go? And watching InStyle would be an incredible experience for them because they can understand the workplace a little bit more, and they're more eager.

22:39And so through their transformation of being a young adult, they're resonating to this brand, and they're always going to remember that. They're a really good consumer to target right now, and I think they've nailed it. Yeah. And as evidenced by the fact that they gained 36.5,000 followers on TikTok after the series dropped. Honestly, insane. I actually have a quote here from Jonathan who was asked by Rachel Carton, a social media consultant, why InStyle invested in the original programming, and he said, the intern doesn't exist to send people back to the side. It's built to live natively and to encourage followers to stay on the platform and keep watching. There were many different metrics of success, engagement, video reviews, a change in demographic. We do everything that we can to ensure healthy traffic, but we also think of social as original storytelling, and each post should be as engaging as possible. I love that so much because working in business, and I imagine working in traditional publication business, is incredibly challenging.

23:40You are trying to hit your commercial targets. Everything is under the microscope of how many sponsors do we have, how many articles are we running, who are we speaking to? What's the engagement or the click through to the site to be able to take some of those metrics out and be like, our metric here is traffic and entertainment. That's a real privilege to be trusted to go with that as a corporate team. The fact that they're focusing on a long-term dedication to their customers speaks volumes to what that business is. They themselves, as you mentioned, they've got their own KPIs, they're trying to compete right now. They are a big business trying to compete, and they're going a different route, and that's how you cut through right now. You've got to go different. I love that quote from Jonathan, and yeah, it's just a sign not to follow what everybody else is doing right. Absolutely. Also, again, it comes back to that emotive being that we spoke about. Everyone's going to remember how you make them feel. How do you cut through right now? It's with human connection, and I think this is my perfect segue. I hate to bring it up, but it would be doing this topic at disservice if we didn't touch

24:43on the big dark and scary. Matt's finished my sentence. It's the robots. It's AI. They're here. We know they're here. Our grandparents might not know they're here. Well, my granddad's all over it. Oh, really? Yeah. My nanny actually wouldn't have a clue about chat gbt, Claude, any other. You got a teacher. Oh, my nanny. That would be an interesting one. Nanny using chat gbt would be hilarious. I think it would be really important, though, to mention AI, at the moment there's a content overload. We know that. And the way that brands cut through this really big spectrum of content and saturation is through human connection. I think even AI realizes the real currency of human connection. And the reason I say this is because I came across a job ad for the head of communications at OpenAI. I believe this was a San Francisco-located role, so I'm sorry, my Aussies. But it was a six-figure role. And some of the things that the role included was, in quotation marks, drive the story of how OpenAI helps businesses. In this role, you will shake the story of how AI transforms work, creates industry-specific programs and storytelling that highlight how our tools create value for people and organizations.

25:48This just shows that even the smartest brands in the world know that without a story, nobody connects. Totally. And that would be a hard job, because let me tell you the PR of AI right now. No, it's not great. No. I feel like every week I open the AFR, there's an article about a whole bunch of layoffs that are attributed to the fact that AI can replace a lot of roles. Yeah. There was a really great TikTok I saw from Australian brand founders, Sophie Hood. Yeah. We were spoken about her before on the podcast, Founder of Saltonic. She's an absolute legend and so far I've uploaded this really great TikTok that kind of went a little viral and we can pop it in the show notes because it's definitely worth watching. And she was sort of saying, all of the jobs you think AI are going to take are incorrect. She was like, the jobs that I don't think AI can replace are creative directors, are creative strategists, marketing heads of like these people who create the vision and stories for your brand. She was sort of saying that's not where AI is coming to get us because that can't be manufactured and a robot can't learn human connection like that.

26:50Exactly right. And it's going to get bigger and bigger. And so for that gap between digital and physical to grow and grow and grow and grow, people are going to be craving that human connection. They want a touch of humanity in what they're doing. And so that is why I completely agree with that. I haven't seen it. I should watch that video. But I agree the creative roles and having that sense of humanness to what you're doing, nobody can replace that. That's why they're bringing in someone who has that storytelling, a motive, human feel to it in a business that is actually helping make the gap bigger and bigger. Like, it's a juxtaposition, but I thought it was a really worthwhile one to mention. And I think we will see this content swing. I think we've seen it in various formats already. You think about high-fire content and production that we've seen. And then suddenly, everyone had a digital camera. Now, everyone's favorite thing is recording on film and camcorder because it's like that nostalgia piece. I think the same thing's going to happen with all of this AI-generated content that we

27:50see, too, that it is, like, hang on, no, let's bring it right back to even the fact that we're talking about a lot of these content series feeling like old school TV ads. It's like, okay, there is like this element of nostalgia and wanting to go back to the familiar where it swings from going so far forward that we're like, no, no, we want to go back to the confidence safety of home. I'm intrigued to know, where do you see this all going? I could talk about this for days. It's playing out in real time, Vogue had a feature recently, Y Brands, of, you know, hiring entertainment officers. We're seeing some of the largest brands in the world, like the likes of Google Hires storytellers. Gap have just hired a chief entertainment officer in January of this year, and that recent high as previous role was at the media and entertainment business Paramount. And she was an executive there, Pam Kaufman. Amazing. I mean, to have someone from Paramount pictures go to Gap, a clothing brand. Just goes to show where we're headed. And there was a great quote from Gap's president and CEO, Richard Dixon, that said, fashion is entertainment, and today's customers aren't just buying a barrel.

28:52They're buying into brands that tell compelling stories and drive cultural conversations. Yeah. And I feel like that quote is just the perfect way to round out this conversation. Literally. Exactly right. And again, it grows back to the fact that you're not shouting your product, rather you're making people's time worth their while and worth it. Yeah. 2026, I think. The way that brands are winning is through entertainment. It's through TV series. It's through emotional messaging. And it's really just touching the humanness of people. And I think that's how they win. Absolutely. Our next step will drop on Wednesday. We'll be back. Feel free to email us at style-ish at shamelessmedia.com.au. Or you can slide into our dams over at stylish pod to keep chatting to us. We would love to hear from you. Priya, thank you so much for coming back. Girl, thanks for having me. I love it. I could stay here in Yappalda, honestly. Oh, honestly, same. But it is very warm in this room before Priya has discovered it in real time in a long, very chic little denim dress. Thank you. I must say to Cuba. Amazing right now. They're killing it. I love it. Big thank you to our show's production team.

29:53A head of podcast, Lucy Hunn, and our senior podcast producer, Kate Emma Burke. We'll be right back with you on Wednesday. See you later. This podcast was recorded on Warrongery land. Always was. Always will be Aboriginal land.