Ted Baker launches on Clubhouse

Ted Baker has become the first UK fashion brand to have a culture platform on Clubhouse.

The company launched its branded content series on the audio-only social networking app on the evening of 24 March in a room with 3,000 listeners.

The fashion industry is already active on Clubhouse with designers and personalities growing their individual followings and participating in existing rooms. However, Ted Baker is the first fashion brand to be granted club status.

Ted Baker has launched on the app with a six-part series called ‘Conversations in Culture’ which will be hosted by Abraxas Higgins. For each hour-long conversation, Higgins will be joined by key cultural commentators who will invite members of their own network to share the stage and exchange perspectives on a given topic.

The first episode saw multidisciplinary artists Greta Bellamacina and Kojey Radical, stars of Ted Baker’s latest MiB campaign, join a conversation on mixing media as an expression of British culture.

Jennifer Roebuck, chief customer officer at Ted Baker, said: “We see Clubhouse as an opportunity to experiment with new and innovative digital formats and develop our cultural capital. As a British heritage brand, we intend to use our voice to be part of the cultural conversation alongside diverse and engaging talent from across our industry and beyond.”

Ted Baker will be republishing each session as a podcast series which will be made available to stream and download via Apple Podcasts and Spotify.

Paul Davison, co-founder and chief executive at Clubhouse, said: “Ted Baker is a British brand that I have been aware of my entire life and I believe our partnership is well placed to launch ‘Conversations in Culture’. I’m excited to see what the coming weeks will bring.”