In short
The episode is a marketing “hot list” and brand breakdown with fashion/social creator Farron Clark. Topic: what actually makes a brand go viral on social media, plus debunking trends like “brand LARPing” (posting “gifted” content to attract brands), and debating nostalgia marketing (not inherently lazy; execution and shared experiences matter). Farron’s key claims: viral content comes from start-to-end creative execution and relatable shared experiences; creators should keep posting despite early embarrassment; brands should build long-term “on-brand” partnerships, not one-off celebrity placements.
Notable examples
ASOS’s end-to-end style/commerce strategy and long-term creator roles; Free People’s Willow Smith campaign with listening party; Julie Isabella’s gifted Miu Miu-like perfume campaign; Kylie Jenner x Alo as a less relatable fit.
Guests
Farron Clark (self-taught beauty-to-fashion brand/social marketer; ASOS insider; creator behind the “Farron Clark effect”); hosts Anna and Marketing Insider/Rufy Thorpe (marketing/customer perspective).
Written by AI. May contain mistakes. Listen to the episode to check what was said.
Chapters
Tap a time to open that second in VOSetting the Scene
0:45 to 1:40
The hosts discuss their excitement for Farron Clark's appearance.
“social genius and new marketing ASOS insider, Farron Clark.”
Style and Fashion Insights
1:40 to 3:00
Hosts and Farron share thoughts on outfits and seasonal changes.
“Anna and I, honestly, Baron have been so pumped.”
Farron Clark's Career Journey
3:00 to 6:30
Farron discusses her self-taught path in marketing and social media.
“But I think I should have sprayed it on the collar as well.”
The Farron Clark Effect
6:30 to 7:30
Farron explains the term 'Farron Clark effect' and its significance.
“Take us back to when you're working brand side.”
Creative Content Creation
7:30 to 10:00
Discussion on the evolution of social media and content creation.
“And I always say when everyone's like, how can I get into the industry?”
Brand LARPing in Modern Marketing
10:00 to 14:00
Exploring the trend of brand LARPing and its implications.
Exploring Brand LARPing
14:00 to 14:50
Learn about the trend of brand LARPing and how influencers use it to attract brands.
“So it's making that like they're gifted, but they're not.”
Content Creation vs. Capture
14:50 to 15:36
Understand the difference between content creators and those capturing content from their lives.
The Power of Nostalgia in Marketing
15:36 to 17:40
Discuss how nostalgia influences marketing strategies and brand connections.
“it's like even like starting a business in these day and age it's like how do you even think of like what else do I need in my life that I already have yeah that isn't already doing that.”
Creative Execution in Branding
17:40 to 20:00
Explore the importance of creativity in marketing execution and avoiding laziness.
Show all 15 chapters
Behind-the-Scenes of ASOS Collaborations
20:00 to 23:40
Insights into how collaborations with ASOS are structured and executed.
“I kind of treat like my personal brand now like it's a brand.”
Authenticity in Brand Campaigns
23:40 to 25:50
Discuss the need for authenticity in marketing campaigns through case studies.
Evaluating Celebrity Brand Endorsements
25:50 to 28:00
Critique the effectiveness of celebrity endorsements in modern branding.
“But I just think Kylie Jenner is such like a, she's in her own, I don't know, lane.”
Brand Perception and Marketing Strategies
28:00 to 29:12
Explore how brands like Aloe and Nike position themselves in the market.
Current Favorites and Trends
29:32 to 37:22
Discover the hosts' favorite products and brands trending right now.
“Please, please, please, can anyone listening drop us a subscribe?”
Transcript
Automatic transcript. May contain errors.0:01The SheerLuxe Girls:Late night bites with friends? Already hard to beat. That first too hot bite of fries you couldn't wait for, followed by ice cold Pepsi. Now that hits different. Suddenly, the energy kicks back in, the night goes longer, and the laughs don't stop. Because Pepsi brings out more flavor, more fun, and more of the moment. Food deserves Pepsi. Grab a Pepsi Zero Sugar today. Should she say that about the kisses? Is that weird? She doesn't care, she presses send. This is the love story of real hinge couple Daniel and Roisin, written and read by me, Rufy Thorpe. Listen to the free audiobook now.
0:43Farron Clark:This week on the LuxGen Group Chat, we are joined by ultimate cool girl, social genius and new marketing ASOS insider, Farron Clark. And then there's myself, Marketing Insider. As I am like the bridge between the brand and the customer, because I am a customer and I love the brand, it's like I can be really honest as to what I think people are talking about or everything like that. All of the brand collabs we are loving. J.Crew are so good with things like production. Yeah, their campaigns. Really, really good. I loved all the marketing. Loved the look of the product. Whether nostalgia has gone too far.
1:12Farron Clark:There's something about nostalgia, isn't there? Just like, it does something inside you, doesn't it?
1:17The SheerLuxe Girls:I think it's only our generation though.
1:19Farron Clark:And finally, the products we are repurchasing. But you've already worn a fleece.
1:22The SheerLuxe Girls:I've worn it twice.
1:23Farron Clark:It's like Princess Diana Cor, like I don't know what year to reference. Like a New Balance trainer and a soccer. It's just amazing shorts. It's so good. It's a good one. Don't miss it. Welcome back to the LuxGen group chat. Hello. Anna and I are so excited this week to be joined by... Baron Clark. Yay. Anna and I, honestly, Baron have been so pumped. So pumped. We've been texting each other all week, like three days to go, two days to go. It has to be here. It's been on my calendar. We tried to do it a few months back, didn't we? schedule schedules busy busy busy girls and those watching may have also seen Farron on our cafe confessions yeah so we gave everyone a little taster and then we now we're back for more we're back what do you think of the set I love the set I just walked through and I was like love all the furniture can I say where it's from yeah they were like it's from Soho home I was like I won't be purchasing no I won't be purchasing thank you gorgeous thank you so much and I'm just loving the outfits I feel like the weather is turning which gets us quite excited I said this before my manager Hany hates the thought of like having but jacket on she loves summer whereas I am a jacket girl yeah layers jackets Hannah we are
2:26The SheerLuxe Girls:I know I come into the office sometimes with a blazer on and it's still hot outside and girls are like how are you in a blazer and I'm like it's part of the look yeah yeah movie it makes it like
2:35Farron Clark:it does my outfit is the jacket I couldn't agree more it's like some people's isn't but I can make a whole outfit a jacket yeah even if I'm sweating I'm like yeah I'm committed to the course yeah absolutely so can we run through Farron starting with you and obviously you're either tuning in them watching us on YouTube or you're listening to us so give us the full okay we've got full atos fit I actually just copied what the model wore I literally head to toe boot jean jacket this is if you don't like a shoulder pad you're gonna hate this we love a shoulder pad I had a bit of controversy shoulder pad controversy recently I did yeah maybe blazer um I love a shoulder pad I'll die on the hill this one is this one is really large actually but the square the better in my opinion um the only thing is it's a white collar and I've got an orange face
3:16The SheerLuxe Girls:Well, you've kept the white collar like very clean. Thank you. I had it on for an hour.
3:21Farron Clark:Yeah. L 'Oreal Paris. But I think I should have sprayed it on the collar as well.
3:25The SheerLuxe Girls:You're doing a good job. Thank you very much.
3:26Farron Clark:I'm like, stay sane. It's like though imposter syndrome I slightly get when I get my shoulder padded items out of the wardrobe. Because I'm like, you know, you put it on and you're like, oh God, can I own this? Can I? But you've just got to own it. You've just got to literally own it. You can't think twice. Jeans, ASOS, boots. They had them like tucked in. I don't know if they were to say. on the website and I literally said when we were shooting can't remember it was a few weeks ago now I was like cool girls have their jeans tucked into their boot but I'm a bit shy no Farrah you own that that is cool tuck it in now for the rest of the pod please okay I'm tucking isn't that so India coded that is very India coded
4:01The SheerLuxe Girls:yes cool girls do that hang on
4:03Farron Clark:I'm actually going to get my phone out and take a peek of you live on this pod yeah cool girls do that this is a look hang on so yeah head to toe ASOS today as their ASOS marketing designer I thought I'd rep which we're going to which we're going to really deep dive deep dive yes and this is a moment oh my god when i walked in i was like wow guys this is my like show stoppers
4:21The SheerLuxe Girls:i loved it new farron clark was coming to the past i had to describe it for those who aren't watching this is like a bedazzled tasseled ensemble it is amazing it's almost like a cape top you like tie at the top so chic and this is from asos we're all repping we are all repping i love it and then my linen trousers guys these are the best linen trousers i've ever bought and they're from two clothing from sainsbury's we love a bit too huge waistband like really really long like really nice i'm a big huge fan a good pair of linen pants i wear all year round oh my god like winter our wardrobe must be very similar because couldn't get more and then my shoes are also asos and then my top i'm pretty sure it's just zara and rings are from all over always jumping in jewelry always people have got this blue on their nails at the minute i don't know if
5:09Farron Clark:it's really good.
5:10The SheerLuxe Girls:I'm about to go for a pedicure, guys, and I want to get blue on my toes. Yeah. I'm petrified of a pedicure.
5:15Farron Clark:But it's like, that's a cobalt blue, isn't it? It's statement-y.
5:18The SheerLuxe Girls:But this colour is so, like, everywhere right now.
5:20Farron Clark:There's a colour that's, like, the most expensive colour in the world. Yes! Do you know what I'm trying to say? Yeah, the painting! The painting that's, like, the hardest to make. That's what I think of when I think of that. Stace, what about you? What are you wearing? I'm sporting my new, a lion jacket, which has actually been in the wardrobe for quite a few months. I've been waiting. So cool. This is very me. I love this. Do you like it? It's like a suede number with a cinched in. And then it's got a leather collar. Really nice. I saw something similar recently in M &S. I don't know if you've seen it.
5:43Farron Clark:I've seen it. There's two new ones. But that looks beautiful. And then I've got just a striped brown long sleeve from Zara. And then these are Topshop by ASOS. A beige grey pair of jeans. But it's a barrel leg. Really nice. I'm five foot nothing. So a barrel is just perfect. Love. And the second shoes. And then I've got my little. The shoes are moment. Yeah. These little Gani ex Melissa kitten heels. Love. like a leopard print on the base. They're so cool. Very tonal days. Are they actually bend-do? Are they? Yeah, they're sort of like that plasticky material. Oh, I love. Really comfy. But when do we have to all put our toes away?
6:14Farron Clark:Because this is the first time I put my toes away in a while.
6:16The SheerLuxe Girls:I know. I saw TikTok about this being like, my thing about leaving summer is not wearing flip-flops anymore.
6:21Farron Clark:I think September for me, I will put the toes away. But August, I'm still clinging on, but I could have done the boot today. Farron, the reason you're here, we want to debunk everything. Okay. Take us back to when you're working brand side. like how did your career start you've obviously the last few years have been mega for you we want to know everything from the beginning okay I didn't go to university didn't do any courses just everything's just self-taught so I got a job in beauty initially as I think it was like a social media executive it was like a one-woman band she had this beauty business she really wanted to it was like before the days of TikTok shop so we set a TikTok shop up together we very much had a lot of fun like did a lot of creative stuff we didn't have like any marketing budget because she was it's like a one-woman band so we just did the best of what we could but we were really created like a a fun environment that people loved and people loved the product and people loved her story as like a makeup artist so then that grew and then I knew I wanted to go into fashion just love fashion anyway so then I got a job after I think I did beauty for a few years and got a job in fashion doing uh brand and social so it was kind of everything from brand's reputation the social media and was this another kind of startup vibe yeah this was all small so I've only ever worked in like small teams which i think is now when i work in bigger teams in terms of like i'll do some consultancy i think i really try and bring that even though it's a big corporate company that smaller team energy there's nothing like working with a small there really is nothing like it and i feel like sheer lux is an example of that like when i've been there for here for seven years now annie you've been here for how many two two years but i feel like we very much have experienced that like everyone mucking in yeah sort of your role being perhaps one thing on the job description but actually you end up carving out this incredible role that touches loads of touch points.
8:03Farron Clark:And I always say when everyone's like, how can I get into the industry? I'm like, try and get in somewhere where you can make a difference and somewhere where you can really get involved in things that you probably have no business being involved in. Because like, how else do you get experience? Like if you go into a huge corporate company, they are amazing and you will get so much experience, but you will rarely be able to really step into areas that aren't really yours. So, so I worked in small companies and then I kind of like built up my own social media around being a girl that works in marketing kind of like what that looked like I then started commentating on other people's marketing so you were doing this from day one I've been doing this for years and years and years because that's also just sorry to butt in but another misconception I think is people think that you know okay Farron you you know the Farron Clark effect you've blown up but like actually you can watch you have been doing this for years and years and years yeah you can scroll back and see me at age 20 21 like you could go back and watch my first ever outfits of the day when I was like living in my mum's house and having my small bedroom.
8:53Farron Clark:Like you could go and watch that. And I was doing, I did like a series of like, I don't want to say it, I don't get the algorithm to pick it up. But I was like 30 outfits for 30 days and like I was so shy and I wore all these like skirts. But I was like doing that then, even when it was even more uncool than you think it is trying to do it now. So I recently interviewed Sepp's. We've got a series on YouTube called Secret Sauce, which is like long form where we like meet the trailblazers in the industry that are sort of reshaping. Anyway, Sepp's said to me, this great quote that was something like, if you're not embarrassed by what you first posted, then you were too late or something.
9:22Farron Clark:So like, I love that. I always think like, I'm gonna be embarrassed by the stuff I'm posting now in a few years time. You just always are gonna be embarrassed. Like just get over it. And that's why I think you can't, if you've got that urge to make content 100%. You've just gotta do it. There's never a right time. You can't perfect it. Like there's no, there's actually no perfecting it. Cause I will post things. You just change so much as a person. So obviously you're gonna look back and not resonate with people and versions of you that you were years ago, but it took me a while. And then at the start of the year, I so I left my full-time employment in December and then it's only been we say all the time it's
9:54The SheerLuxe Girls:not even been a year it's been January to now and like mega like look how far it's been a crazy
10:00Farron Clark:however many months seven months eight months it's been wild I'm sure also you'll know more
10:04The SheerLuxe Girls:than anyone as well that like social media moves and translates so quickly like from even probably when you finished your big job to now even though it's probably not even been a year but like it's so it's evolved so much that even like you're kind of moving with the flow yeah we always say
10:17Farron Clark:anything that I can do to still get my like feet on the ground in company so I'll consult so yesterday I had like a three-hour consulting session with a company where they bring in all their different teams and it was like 45 minutes rotation and then they just want like honest feedback so yeah well they show you sort of new launches in their pipeline or influencer briefs yeah new campaigns new messaging and then I'll basically it's kind of just nice when you're in something so much to get a bit of an outsider's opinion especially from like a creator and a marketing point of view it's really good because you can be so wrapped up in your own stuff that sometimes you need to step out yeah to really to really get some honest feedback i also think as well that's for like the
10:52The SheerLuxe Girls:best ideas are bounced off as well like you're speaking to someone who like you don't speak to every day or like let me just take take a bit of your brain you can be quite honest as well yeah
11:00Farron Clark:oh yeah well that's what they pay me to do so it's like whereas i can completely get that when you're in those big companies like it's not the easiest to be brutally honest especially when other people have you know this is other people's work you never want to do so i always do it in a polite way but it was very interesting and they love it and they always give such great feedback and they say that the team are so excited and if you're really like energized and they go away
11:17The SheerLuxe Girls:which is the most important thing I think if your team's excited and energized by an idea then it's
11:21Farron Clark:going to perform so well so yeah so that's what I do now so I kind of like marketing consult talk about the industry try and get my feet on the ground in terms of still being in rooms and with other like marketers and social forward people but yeah that's what I do that's incredible epic and can we talk a little bit about the Farron Clark effect yeah like how did that start that that like term is that not mad yeah it's literally the most bizarre thing ever but it was i say all time it wasn't me somebody made it okay like somebody first posted about it so just let me know i did not put my own name like i it was not me that made this i'm not self-absorbed but it was i just made this tiktok at the start yeah i think i've got it pinned and i look so different i've got like 16 different teeth like i look i look so different right and i love i love that she did that because i've got brunette hair and i've got a cup of tea in my hand and i basically it sounds to like a script now because i've heard it so many times but i basically said that one thing you want to remember this year is that when you look good you feel good and when you feel good you're more productive and when you're more productive you're more likely to achieve your goals and dreams i think i even said i could quote i need to get i say every time i should get tattoos or something you should if i'm ever doing an event i'm gonna get those um tattoos on your arms that you can like rub on yes that's classic right um and i basically said like if you want to do big things this year like if you start with small things like just getting up and feeling really good about yourself in the morning it will have a knock-on effect that you won't even believe like you will behave differently you'll work harder you'll be more accountable to yourself if you just feel like dress as if kind of thing and then it just it's an audio it's an actual audio that people like mime and like i think we may have to do that after this but it's it's a it's such nice thing that i'm so glad to be known for something that people actually feel like is making a difference you know like so many girls message me all the time saying that and they tag me in the outfits of the days and it's amazing because it's having an actual impact on their lives and obviously fashion is one thing and dressing is one thing but actually the way you feel about yourself is another yeah so yeah it just blew up the perfect lunch combo that first bite of your
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14:03Farron Clark:okay we're gonna move on to the hot list this is where we debunk everything new in the industry any pop culture any celeb gossip so we have quite a lot to run through and shall we start with brand larp deals have you heard of this it's where people are essentially buying products putting it on their story being like or posting an insta being like thank you so much for the gift and essentially then trying to attract more brands. I've never, I did not. It's like a new thing, brand LARPing. It's clever. So it's making that like they're gifted, but they're not. They're not gifted. Or like sent to them.
14:34Farron Clark:Yes, but then perhaps they make some quite good content for that. And then other brands are like, oh, we saw what you did with X. We'll send you some stuff. Yeah, I do. It's almost like fake it till you make it energy. Respect. Yeah, I mean. I mean, is it legal? I'm not sure.
14:50The SheerLuxe Girls:But surely you can get around it. maybe don't quote me but like with wording and I think how you would or how you would put it out but people are being like you know hashtag gifted even if you just created a really great video though for a brand anyway that's still quite traditional in the sense
Read the full transcript
15:01Farron Clark:yeah 100 % but also I saw I don't know if you've seen Julie Isabella I don't think it was a paid ad the Mew Mew thing I think it was gifted I don't think it was paid that was incredible she created this whole campaign that literally looked like a Mew Mew yeah it was for the perfume
15:13The SheerLuxe Girls:yeah but I don't think it was an ad
15:15Farron Clark:no it wasn't
15:15The SheerLuxe Girls:it was gifted it wasn't but it was amazing
15:17Farron Clark:it was so good it was a full production but kind of similar thing it's like look what I can do when you don't pay me imagine what I could do if you did.
15:23The SheerLuxe Girls:Because surely now in the industry now it's so saturated I know that term gets used a lot in this industry we're like oh it's so saturated but like it really is in terms of even ideas now nothing is like unique to that world anymore like everyone's done something and I always think where it's like even like starting a business in these day and age it's like how do you even think of like what else do I need in my life that I already have yeah that isn't already doing that. Or like Who else can I follow that can give me something new? I think that's honestly why you blew up so big because no one was doing that.
15:54The SheerLuxe Girls:But then now all of a sudden, like we see so much of this now, like what's the next like thing?
15:58Farron Clark:I also think that there's a difference between a content creator and a content like capture. I would say I'm more capture content around what I'm already doing. Whereas like Julie is a content creator. She creates, whereas I don't, I will almost like, I'll get ready to do something then I'll film before I go out. So it's like, it has to exist in and around my actual life. Yeah, that is wild.
16:18The SheerLuxe Girls:And I feel that, again, it's just people trying to hop on because it's just like, hey, look at me. I'm a creator. I want to do something cool. But yeah, no, kind of wild.
16:26Farron Clark:Based on brands, there's been a lot of talk about, obviously, nostalgia is a huge thing. I know our generation freaking love it. There's something about nostalgia, isn't there? Just like, it does something inside you, doesn't it?
16:39The SheerLuxe Girls:I think it's only our generation, though, that really has this cling on to nostalgia.
16:43Farron Clark:I think maybe because there was such a transition, wasn't that with COVID and things like that then there was so much stripped from our generation that perhaps previous generations never experienced perhaps that's why there's such people.
16:52The SheerLuxe Girls:Or also even like younger I think like go even further back than COVID I think there's such a drawback to the feeling of back then when you were younger.
17:00Farron Clark:Well it's like the same way like I used to always for like holidays would go to Wales with my family to a caravan site right whereas my boyfriend has never been to a caravan site in his life so I always say to him like we should go to a caravan site and that to him he's like I don't know if we should do that. No caravan holidays are best. But he doesn't have that childhood association with the caravan site. So in his mind, he's like, we're just going to go stay somewhere. We may as well just stay at home or may as well just go to the beach for the day. He can't understand the nostalgia of being in this like small tin can like when it rains and it's so cozy and amazing because he's not got that nostalgia feeling of being a child there.
17:32Farron Clark:He can't get it. He can't get it. I keep saying to him like, please come to Wales and a caravan with me. He's like, no, I don't want to. Like, please. He didn't get it. He didn't get it. But people are saying that there's a bit of backlash now being like brands are being too they're being lazy they're like they're just using this as their marketing campaign like it's just lazy they need to be thinking of new ideas they're just associating but I don't agree with that I don't agree with that because I also think any when I think about any good marketing idea that I come up with it's usually just about a shared experience that lots of people can relate to that's all good marketing is because you know when everyone's like that's so clever it's because everybody can relate to it and everyone could appeal to it so it's like you're just finding shared experiences and using them to leveraging them that is marketing yeah that's marketing so it's like what what is more shared than the experiences i also think though
18:18The SheerLuxe Girls:it's i maybe play devil's advocate here which i feel like i always do on this podcast
18:24The SheerLuxe Girls:where it's like i think people like to hear and listen to stuff that they also think but they don't know how to like pronounce or like get out so it's like maybe they'll see something nostalgic and they're like oh i've never thought about it in that way but they still have that feeling to it and that draw to it so then it sucks them in but i think it's more case of how they execute it yes and the amount of it i think is then again the word saturating it and making it now not as cool but i think it's like doesn't matter if you were the og or like the 10th person to do again i think it is entirely the creative that goes into behind it and what makes it to what it is i think you
18:59Farron Clark:just don't want to think that no the the lazy point is is is a thing though because it's like you want brands to be creative with what they're doing you don't just want them to like take the easy option of what everybody else is doing you hope that your favorite brands are coming up with ideas and it's the rise of people behind the screen being on front of the screen as well because you want to know what goes into everything behind the scenes whereas if it was just like oh should we do that like y2k thing yeah it loses that passion and you like to know that a lot's gone into it i think you buy into the effort that people put into something and if you feel like they're not like a nod isn't it yeah yeah you feel like they're just being like oh let's do a let's just rehash our 2012 yeah good social strategy is like so ever evolving you can tell when a social strategy or even a campaign is is fatigued and but that's why sometimes i think it's good to get people from outside kind of like a sort of thing inside because when you're so in it sometimes you can't see it that is the beauty of working for a small business or a growing business is you can say oh my god i've had this mega idea people can be like yeah let's do it or oh no, let's read.
19:57Farron Clark:And then you can actually see it, can't you? From end to end. Yeah, which is the best thing ever. Did you miss that a little bit? Or do you still see the end? I kind of treat like my personal brand now like it's a brand. And that's kind of how I see start to end ideas. So even with, I know, I've touched on it, but like ASOS, that was like a start to end execution. That was like very thought out. This wasn't like an accident by any means. So that's kind of the start to end execution. So with that, you, talk us through that. So, because I mean, you've been an advocate for ASOS for years. It's like that is so on brand and true to you.
20:28Farron Clark:And was there a lot in the background that went on to sort of make it happen? I can't tell you how many meetings I've had with the team where even I just - Which I think just from an outside perspective, people don't necessarily realize this. So never have posted them because you don't, A, evil eye. Yeah. B, you, it's not like, if something's in the works, you can't sort of, that's how I feel now. Sometimes I'm like, I wish I could tell everyone what I'm doing. Like I swear I'm doing stuff. but like you don't just yeah because people are like what would you actually do like how do you fill your days i'm like please with the asos thing it was a case of i wore them for a while posted about them organically for years literally just a real big customer because i love what they did i love that you could find stuff that maybe wasn't everywhere or couldn't agree more i am asos's biggest but isn't there a it's a bit of a hack with the website that you have to know how
21:18The SheerLuxe Girls:to navigate it right i've i've i mean maybe we can show the spot but i this is my one thing i tell people been like oh you just don't know how to work it you don't know how to find the new in section and how to find the good new in section well yes you've not sorted your algorithm yes
21:31Farron Clark:they're very aware that some people are saying it's difficult they're very aware that some people are saying it's overwhelming they're very aware of some people saying like i'm buying and i'm returning they're very aware of it and they now have a brand team who didn't have a brand team before they've got this incredible team people have come from all over people have come from like luxury backgrounds the even the team of like producers they've got is called um that they've used on the last year called baron and baron and they are some of the best in the game and producers they've done the most high-end campaigns that are so i created but they've got this vision for taking it forward as as the stylist yeah so it they want to inspire you um and and give you kind of like show you what your style could be with these pieces and even if they had a few changes on their recently where like even if you were to click on this you'd scroll down you can shop the whole outfit like on one or you can scroll down and say yeah your size was out of stock there's a couple of other suggestions of similar ones you'd like it's really trying to create more personalized style yeah in a way that doesn't feel overwhelming and in a way that feels really curated and that's what they kind of like spoke to me about but they wanted to assess what i viewed asos as and where i viewed it was going and the team i'm like a fangirl of the team when i go i can tell just by the way i say to my team all the time like i love the team they are so creative but cool and it's just it's kind of like coming in here like really just like you know people you want to be around yeah feed off um and they basically said they're putting this 18 together of people that are going to have like long-term contracts there's going to be these titles maybe aren't the official ones but beauty curator which we now know is pat mcgrath you've got lias which is an incredible he's an incredible fashion content creator who is behind the scenes a lot of the luxury fashion scene so he's always like behind the scenes of like a scaparelli shoot interviewing people he's just got that he's like how do you get in these places he's an authority yeah and then there's there's myself marketing insider that um will feedback on marketing and they get me and they're really open to my opinion you know like these incredible people right at the top are really looking for just as as i am like the the bridge between the brand and the customer because i am a customer and i love the brand it's like i can be really honest as to what i think people are talking about or everything like that so and then you've got the stylist who with this pod going live when will we find out september 14th okay so just stay tuned shot the full like production for it last week it was a two-day full shoot it was a mammoth it was incredible there's going to be like a kind of a little mini movie thing coming out okay but they've really got these people on board not just as like a token title because i feel like there's lots of creators getting these titles which i kind of i'm not mad at but for example the stylist styled the people for the cover shoot for the new asos magazine they actually did that pat pat and her team did the glam and the beauty for the cover for the cover shoot I helped with the concept for the actual star star of the magazine okay we all worked really so it's got real 360 and also I
24:23The SheerLuxe Girls:feel that's very unique I feel like I don't really see a lot of people who you know bring in people who are so niche in their industry and be like you know we don't have the brain for that and like let's you know look outwards and bring people in to help us you know I mean perfect combination of
24:37Farron Clark:like actually doing our fields and being yeah special specialists in our areas and being able to post about it and and being able to talk about it and it being public and it's just such a great the only the only place and i don't think this is the same i think it's different but i a brand that i love that i think do something similar really well that have those consistent faces it's like the likes of burberry you know campaigns where you see those same faces over and over again and you really know they're aligned with the brands it's not just like bringing people in for a campaign it's oh yeah farrah would be great for this campaign it's like a real long-term
25:06The SheerLuxe Girls:envision yeah yeah yeah that's so i'm so excited for that honestly congratulations we've been
25:11Farron Clark:following closely can't wait to see it back to brands doing cool things yeah anna you flagged
25:15The SheerLuxe Girls:the willow smith yeah campaign willow smith free people which i think is so cool top we i know we were talking about brands before i think who don't really get it or like can't really do the trifecta of like connecting the dots free people i think have done it so well they've just well willow smith has just fronted a campaign for free people and to the extent of she had like a listening party dressed in full free people and that also was the shoot for the campaign so clever i think
25:42Farron Clark:very free people yeah so free people yeah so free people and it's like even if she did like a little
25:47The SheerLuxe Girls:mini mic on set with like maybe it was her band or like her friends and they were talking about stuff that like sort of made them feel free and x y and z and they were all very very different but again when you think of that and you watch that you think oh that's really free people coded or like oh that has like a nod to free people even if it wasn't it felt like it yeah they aligned so
26:04Farron Clark:well so well it's such a good partnership but i think it was outside of it wasn't just like wanting to use her name for attraction yes i think that is a thing like you can just put your name on it and like i back this it's like but that was they wanted to be part of her career and her associations outside of just the clothes like the fact that that um watch party was even before yeah campaign i know it was it was such a long-term long thing yeah which makes it feel
26:29The SheerLuxe Girls:super authentic because currently i think there are a few things on the market right now or a few a few campaigns that we see on instagram or online x y and z that just have sort of lost that sort of like authenticity or they feel quite random they pop up don't they and you're like oh wow okay and then you don't really hear anything else and i honestly in the back of my mind right now i honestly think the whole like kylie jenner and aloe is striking a bit of a balance for me really i just don't i feel like love aloe but putting i don't know if it's that cool to put kylie jenner
27:02Farron Clark:on the front of a campaign anymore really i think i think to me like she seems she's an anomaly to me though because i think yeah i do get she's the type that like she would go and walk in air one and like not bat an eyelid like she's just out and about and like she's doing funny things and she's very i do agree you know i mean when i see her like just doing fun things i'm like you're
27:23The SheerLuxe Girls:actually just a girl as a consumer it doesn't really make me feel as connected to that maybe Maybe if it was someone else.
27:29Farron Clark:Who else would you put on that costume?
27:30The SheerLuxe Girls:Dunno.
27:32Farron Clark:Very fair. Very, very fair.
27:34The SheerLuxe Girls:But I just think Kylie Jenner is such like a, she's in her own, I don't know, lane.
27:38Farron Clark:Kylie's, what was Kylie, was Kylie like, did she have, was her the marshmallow color? She came out with a marshmallow, pink marshmallow color of the aloe. She came out with like a limited pink or something along those lines. I think they tried to lean into with that. The fact that aloe's a lifestyle. Yes, I agree.
27:53The SheerLuxe Girls:But then do you not think they have such leverage there because now they all they say about social media now when you're building a brand you're not building into necessarily just the product but building into a lifestyle yeah aloe has that they are literally a lifestyle wellness brand i ain't living like kelly denner no i'm not i think that's the part where i feel like a bit disconnected because i'm like well that's not me yeah so it's like oh do i should i like like am i relating to it yeah like
28:18Farron Clark:it's like that that's a gym that you can only get invited to can't you you know that one that everyone which again that is such smart marketing yeah play into that a bit
28:27The SheerLuxe Girls:more there's just a few cool jim and bobs rocking around there put that on the campaign devil's
28:32Farron Clark:advocate like they no one's living like kylie jenner but then also like aloe's doing stuff that nobody's doing yeah true i know isn't trying to be relatable like they're running a huge yacht yeah in can they're doing the most plastering their logo on the side which respect like i don't think they're trying to be humble and relatable they're saying like you can only come if you're invited so true yeah like i'm like imagine i actually i often think of like getting on the tender like being taken out to the yacht like you it must be like the weirdest incredible yeah like i i hold some in there
29:02The SheerLuxe Girls:the perfect lunch combo that first bite of your favorite sub followed by ice cold pepsi add a couple of friends and now that's next level suddenly the laughs get louder the stories keep flowing and the food tastes better because pepsi brings out more flavor more fun and more of the moment food deserves pepsi grab a pepsi zero sugar today i just want to give you the space to process it michael said elena paused i don't think i want to see anybody else this is the love story of real hinge couple elena and michael written and read by me raven smith listen to the free audiobook now
29:48Farron Clark:Okay, before we move on to things we're loving, I want to know what you guys are obsessed with. Please, please, please, can anyone listening drop us a subscribe? Please. Farron, ask them. Drop us a subscribe. Give us your quote.
30:00The SheerLuxe Girls:Give us your quote, come on.
30:01Farron Clark:What, my quote? Yeah. You look good, you feel good, you subscribe to Looks Jan. Very good. And then we can get more people like, you know, we can get gals like Farron on here. And Farron, have a good chat. I will come back. Please. So, what are you guys loving right now? I want to know. What's been your most used products the last four weeks?
30:17The SheerLuxe Girls:I just used the other day. I'm about to go on holiday at the weekend. So I thought, right, it's time to do the dreaded chore of cleaning my makeup brushes. Anyway, I saw on the corner of my eye, picked up the Kaya Instant Brush Cleaner. Guys. Oh my God. It's a spray. Spray it into brushes. One swipe. Done.
30:36Farron Clark:What, on your hand?
30:37The SheerLuxe Girls:No, on like a kitchen. Yeah. Guys, my makeup are lodged with foundation. Why did it not take you hours?
30:43Farron Clark:No. Just like one swirl.
30:44The SheerLuxe Girls:And the amount of product that comes out from it It is incredible. I've never used anything like it.
30:49Farron Clark:Once you realize how dirt your makeup brushes are, you're like, I put mine in the washing machine. Is that good? No, no. Kai, is it Kai? Yeah, please send Daisy some brush cleaner. Send this girl.
31:00The SheerLuxe Girls:Do not do that. Do not do that. In a pillowcase.
31:04Farron Clark:How does it not ruin the brushes? They come out all right. Oh my God. That is great. I haven't heard of that. I can't tell if it's insane or genius. I do it with my trainers. You know when you like put it in. Yeah, well that's where I got the idea from.
31:17The SheerLuxe Girls:Trainers brush clean it brushes
31:20Farron Clark:I thought it'd be so loud It is it is
31:26The SheerLuxe Girls:Anyway this girl needs some brush cleaner Moving into that more transitional You know this will actually relate to all of us really well guys We can all get one Never fully dressed They're also in winter stuff They're like slowly coming out with stuff
31:40Farron Clark:Well you know me
31:41The SheerLuxe Girls:I'm always looking But I've been obsessed with never fully dressed at the moment summer basically wow yeah and they've just come out with this like organza sheer funnel neck cool favorite word like a shirt jacket cinch the jacket yeah and it's black and it's sheer and it's guys it's so cool and it comes with this like long satin black skirt as well that is a lot really cool so cool i really really really want that i like them i had my eyes in this summer but
32:09Farron Clark:i didn't have any like plans to warrant me getting there so i couldn't think you know like when i I couldn't find something that I didn't think I need a plan for that. Yeah. On that point, I bought my first fleece the other day. Oh. Right? My winter fleece. It's been roasting every single time I've worn it, but I'm like committing to the cause. But you've already worn a fleece. I've worn it twice. Wow. It's a new Tala one. It's like blue. I know. It is. How good is it? Yeah. It's like Princess Diana core, like I don't know what year to reference, but like that year. Yeah, yeah, yeah. I'm envisioning it.
32:40Farron Clark:Yeah. Like a new balance trainer and a sock. it's just amazing it's so good is it like a colourway? it's blue and it's got yellow piping yeah it's got a trim hasn't it oh my god unreal
32:54The SheerLuxe Girls:so good
32:55Farron Clark:they've also tried their cocoon jumpers have I? I love them they're the best sellers aren't they? I tried them for the first time yesterday
33:02The SheerLuxe Girls:I'm pretty sure one sells but one sells every 20 minutes
33:07Farron Clark:I didn't get the hype until I unboxed them yesterday You don't until you wear it and put it on. And it's like the shape of the sleeve. And it's the thickness. Yeah. I wore it on my little Hot Girl Walk this morning. Oh, it's so good. It's so good. It's really, really nice. It'll keep you toasty in the winter. Yeah. It's what we need. I know we said, Miss Kylie, what was going on with the aloe thing. But she's got some new fragrances that I do like. Oh, my God. So good. Velvet brew. Which color? I like the black one. Yes, so good. I haven't smelled them. But the bottle is, oh, I just want to pick one up.
33:35The SheerLuxe Girls:And it's also, it's so different to the Cosmic, which is nice.
33:38Farron Clark:I have had so many bottles of Cosmic, the original. Yes, agreed. I would die on that. If I could only ever wear one perfume, it'd probably be that. Really? Yeah. I think I prefer the chrome-y silver one.
33:48The SheerLuxe Girls:Oh really? It's more pear, that, isn't it? It's more sweet. Yeah, because I love them both. Got them all.
33:53Farron Clark:The new one in Velvet Brew, you know, like people have asked me that, they were like, have you got the bottle? Can I take a picture? That's how much they want it to know. Velvet Brew, it's like a bit of like a dark, I'm gonna say coffee, but it doesn't really smell like coffee. Musky. Nice, I love that. I basically love any like male. Yes, me too. All the bordering on male scents. Yes, yes, yes. I love that. They'll brew really, really nice. So good. Score. Tangle Teaser Skims. Oh, I've got one of those. I really want one. Yeah. Wait, what is it? I mean, can I be honest? Go for it. I don't know what the difference is of the brush, because I've got loads of Tangle Teasers.
34:24Farron Clark:Is it just the colorways? I think it's just the colorways. Yeah, but love a Tangle Teaser. And it's just very chic and cool. It's very chic, autumn, winter, like I want that in my handbag. I want that in my brown suede handbag. Yeah, yeah, yeah, definitely. One more, J.Crew's collab with Emma Chamberlain. Oh my God, I've been in the comment section of all of this because I've been seeing those people speak about it. I loved it. The little tiny graphics and like her in it. And then people were like, nobody likes crop anymore in the comments. And I'm like, I love it. But also it's a different kind of crop, don't you think?
34:53Farron Clark:It's not a crop. It's like a - A low. It's accentuates you. It's not actually - Kind of like the cocoon tart. Exactly, it's not a cropped showing your midriff. it's like a scoop yeah like I love it sit you in sit on top of the waistband like it's nice I loved it I loved all the marketing love the look of the product J.Crew like are so good with things like production yeah their campaigns yeah really really good I know I really really liked that I saw it a lot I think she's just so cool that I watched her on Emma Greed recently she's just the best she is so we spoke about her last week yeah I really love her we actually that just
35:27The SheerLuxe Girls:made me think what are like three brands that are like Farron Clark approved like they've got like that campaign like yeah seal of approval i will say bays i love bays yeah cool they do
35:37Farron Clark:they've just been bought yeah they sold 85 percent i'm gonna say samsonite love how
35:42The SheerLuxe Girls:they're very reactive yes they are any feedback of a product they'll like make a campaign about
35:47Farron Clark:how they've like redone it yeah you know i mean they're not like afraid to self-criticize and and campaigns and and take on board feedback and then make a fun campaign yeah we hear you like they've done it like what their traveler bag everyone was they said there was loads of things wrong with it and then this whole surgery campaign i saw so good i just think she's great so reactive i mean i've quoted their brief years but and then i love what they do at the camp i just think really i think anyone that's entertainment focused yeah i love because i think you are just competing for attention in this day yeah you're not competing for and i love i love the iphone shot stuff they do i love everything yeah you know they can do both they can do it they can do it both i just feel like luxury doesn't need to be like a wild horse rolling through a field anymore like it can be like real you know you're in the conversation yeah col palmer making a cup of tea yeah it's so cool love it Rosie Huntson-Whiteley on the side of a kids football pitch love it it's just great stuff
36:37The SheerLuxe Girls:I think it's so in tune with the whole like it's so chic too X like they fit that really really well like doing something so simple that it's just so chic yeah they get it ASOS yeah I was about to say ASOS
36:48Farron Clark:just because I know what's coming yeah and what they're doing it's just so like I know LinkedIn is going to pop off I know the marketing girls and boys are going to love it so exciting congrats and thank you so much for joining us thanks for having me we could have yapped all morning I literally this one so fast so fast thank you so much and the office door's always open so come see us please
37:06The SheerLuxe Girls:please please I will
37:07Farron Clark:that's a wrap and we'll see you guys next week thank you bye
37:25The SheerLuxe Girls:I didn't like what you said Odin pauses about the future This is the love story of real hinge couple Odin and Edward, written and read by me, Curtis Garner. Listen to the free audiobook now.
38:00The SheerLuxe Girls:The Home Depot has the tools you need to check projects off your list. Shop Labor Day savings at The Home Depot and gear up for fall projects with the right tools to keep your projects moving.
From the publisher
The girls are joined by Farron Clark – marketing expert, content creator and ASOS’s new marketing insider – to talk about careers, social media and the campaigns everyone has an opinion on right now.
Farron shares how she built her career without university or formal training, going from working in small beauty and fashion teams to building her own platform around life in marketing. She also reveals the story behind the viral ‘Farron Clark Effect’, why you shouldn’t wait for the perfect moment to start creating content and what her new role at ASOS actually involves.
Elsewhere, the girls unpack ‘brand LARPing’, debate whether nostalgia marketing has officially gone too far and dissect the celebrity partnerships that work – and those that don’t. From Willow Smith x Free People and Kylie Jenner x Alo to Emma Chamberlain x J.Crew, expect plenty of marketing hot takes. Plus, Farron reveals the brands she thinks are genuinely getting social right – and the products currently worth adding to the basket.
PANEL
Anna Aitken | https://www.instagram.com/annalouiseaitken/
ASOS Libra Mesh Mary Jane Ballets: https://on.ltk.com/+d7E1hcrlu4i2kNXGWAdUXw
Farron Clark: https://www.instagram.com/farronclark/?hl=en
ASOS Funnel Neck Belted Hem 80s Sport Jacket: https://on.ltk.com/+FwKxjmwFVwcmvE7QMXfpXg
COLLUSION X006 XL Balloon Low Rise Jean In Stonewash: https://on.ltk.com/+uxHoc8fTYJScKJomZPMMxQ
ASOS DESIGN Rosario slouch kitten heel boots in black: https://on.ltk.com/+XBtGGKcbW35k2tz4z7iaUw
Daisy Reed | https://www.instagram.com/daisreed/?hl=en
Aligne Mavis Suede Jacket: https://on.ltk.com/+ewzBd91Ib1bqcfpRmMGPTw
Topshop Cinch Low Rise Relaxed Jean | https://on.ltk.com/+KZcrCHV1QfmTRngGerg1rw
Melissa x Ganni Heels: https://www.melissashoes.co.uk/collections/melissa-x-ganni/products/thong-kitten-heel-x-ganni-black-m
THINGS WE ARE LOVING:
Caia Instant Cleaner: https://on.ltk.com/+ROFLfLyPI1ZSi73pLeg3HQ
Never Fully Dressed Black Daphne Skirt | https://on.ltk.com/+tGRHy2CvKDuMH-G34JJMLg
Skims Tangle Teaser | https://on.ltk.com/+Ru4V18gM8LfPZ1iBti2S1Q
Mood Stones Kylie Jenner Collection Eau De Parfum Velvet Brew | https://on.ltk.com/+FBpOl7PBq58sPgfyfI8Kwg
