We’re live with Episode 03!

From localising global fashion brands to creating collaborations that genuinely connect, this episode with Maud Labro Grison explores what it really takes for fashion brands to resonate in new markets.

She takes us behind the scenes of global fashion, from how she’s helped brands like Benetton, Guess, Diesel, Scotch & Soda, Fred Perry, Pinko, and more find their cultural voice in the Middle East, to how retail experiences, collaborations, and events become powerful storytelling tools.

Watch it now — Plug in. Power up. Press play.

00:00 - Intro

00:00:43 - Introduction of Guest: Maud Labro Grison

00:01:23 - Maud's Journey: From Accounting to Fashion

00:03:33 - Moving to the Middle East & First Impressions

00:04:24 - Passion for Fashion

00:05:44 - What Unites Fashion Lovers Across Cultures?

00:06:57 - Brand Positioning: Why the Middle East is Unique

00:09:03 - Understanding Diverse Audiences: Middle East, Africa, CIS

00:10:19 - Memorable Brand Collaborations

00:12:17 - What Makes Partnerships Meaningful?

00:13:31 - Choosing the Right Local Partners

00:15:35 - Impactful Campaigns

00:17:22 - Fashion Shows, Pop-ups & Creating Experiences

00:20:30 - Balancing Global Brand DNA with Local Relevance

00:26:21 - Operational Challenges

00:28:33 - Managing People: Training & Cultural Alignment

00:30:57 - Turning Challenges into Opportunities

00:33:10 - Sustainability in the Middle East Fashion Market

00:35:52 - Rapid Fire Round

00:37:04 - Conclusion & Advice for Aspiring Fashion Professionals

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