Welcome to Decode Sessions: the world's number one marketing podcast for fashion and culture. Hosted by Anna Anderson, this is where fashion, culture and business collide. We decode what's happening across culture and marketing, and turn it into clear, actionable insights that brands and marketers can use immediately.
Anna is the fashion and luxury marketer who has a track record of working with the most influential brands in the world: a former Condé Nast editor across Vogue and GQ London, with career roots at H&M Sweden, she spans mass market to luxury editorial. A sought-after speaker at Web Summit, IMS London, and eTail EU, she brings sharp cultural insight and strategy that brands of any size can put to work.
She offers 20+ years of fashion & luxury experience. One perspective, one mic, no filter.
What can Paris Fashion Week teach us about where fashion marketing is heading?
In this episode of Decode Sessions, Anna takes us inside Paris Fashion Week 2026 to look beyond the runway at the marketing strategies shaping fashion's biggest week.
From L'Oréal turning its Fashion Week presence into a global marketing moment to the rise of public activations and creator-led experiences, we explore how brands are opening up a traditionally exclusive industry. Anna also breaks down the changing luxury consumer, the growing importance of beauty and fragrance, and the strategy and money behind who gets a seat on fashion's most influential front rows.
[02:29] Why Paris Fashion Week Is More Than Just Fashion Shows
[06:04] How L'Oréal Turned Fashion Week Into a Global Marketing Moment
[09:11] How Fashion Week Is Becoming More Accessible
[17:44] The Shift Towards Entry-Level Luxury
[22:51] The Pay-to-Play Reality of Fashion Week
Never miss an episode, subscribe to the Decode Sessions newsletter and follow us on Instagram and Tiktok for weekly industry insight.
Connect with us:
Website (https://decodecollectif.com) & Newsletter
Instagram (https://www.instagram.com/decode.sessions/) & Tiktok
Decode Sessions explores the strategies, consumer behaviors, cultural shifts, and industry trends shaping the future of fashion, beauty, retail, and luxury brands.
22 Sept 2026
The Brand Taking on Skims
Underdays didn't start with a business plan, it started with a disappointing trip to a lingerie sample sale. Five years later, co-founders Oria Mackenzie and Amelie Sala have built a wellness-driven underwear brand with a cult UK following, a skincare-infused fabric line, and a US expansion that's growing faster than either of them expected.
We talk about why underwear has been the most overlooked category in wellness, how they built loyalty from sticker drops and grassroots gifting long before they had a marketing budget, and why they've never chased "newness" the way most brands do, colour drops that sell out in 36 hours have done the job instead. Oria and Amelie get into the data behind the brand, the different customer personas they've mapped out, and what it actually takes to build trust without shortcuts. We also dig into UNDERskin™, their first bra collection, and what's fuelling their US growth.
It's a founder story about patience and research in a category built on quick fixes, and a look at what it takes to carve out space in a market Skims has dominated.
[04:18] From Fashion Industry Career to Founding an Underwear Brand
[11:39] Content Strategy: Posting 50 Times a Week to Educate Customers
[16:47] Influencer Gifting and Finding Your Ideal Customer
[19:31] Building Brand Loyalty Through Real Community, Not Quick Fixes
[24:03] Using Customer Data to Build a Stronger Brand
[28:30] Driving Hype With Colour Drops and Limited Editions
[32:36] Wellness Innovation and Expanding a Brand Into the US
Never miss an episode, subscribe to the Decode Sessions newsletter and follow us on Instagram and Tiktok for weekly industry insight.
Connect with us:
Website (https://decodecollectif.com) & Newsletter
Instagram (https://www.instagram.com/decode.sessions/) & Tiktok
Decode Sessions explores the strategies, consumer behaviors, cultural shifts, and industry trends shaping the future of fashion, beauty, retail, and luxury brands.
9 Sept 2026
111SKIN, Gucci & Balenciaga: Michael Edelmann on Building Modern Luxury
What does it take to build a luxury brand that stays relevant?
111SKIN CMO Michael Edelmann joins Decode Sessions to talk about modern luxury marketing, from Harry Styles and celebrity influence to TikTok, K-beauty, brand loyalty and the power of community.
Drawing on a career across fashion, media and beauty, Michael shares what brands need to get right to stay culturally relevant without losing their identity.
[04:45] The Story Behind 111SKIN and Its Harley Street Origins
[09:00] What Fashion Marketing Can Teach the Beauty Industry
[14:00] Why Experiential Marketing Is Core to 111SKIN
[17:30] Building a Global Luxury Brand with Local Relevance
[25:45] Rethinking Exclusivity in Luxury Marketing
[31:00] TikTok, Gen Z and Knowing Your Core Consumer
[39:15] Why Great Marketing Can't Save a Bad Product
Never miss an episode, subscribe to the Decode Sessions newsletter and follow us on Instagram and Tiktok for weekly industry insight.
Connect with us:
Website (https://decodecollectif.com) & Newsletter
Instagram (https://www.instagram.com/decode.sessions/) & Tiktok
Decode Sessions explores the strategies, consumer behaviors, cultural shifts, and industry trends shaping the future of fashion, beauty, retail, and luxury brands.
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