A La Poubel: Meet a Modern Jewelry Label By Gstaad Guy

Live:STR SELECTIONS

by Christelle EL-Daher

A La Poubel: Meet a Modern Jewelry Label By Gstaad Guy

7 Oct 2024

On a “flappy bird” white clouds, blue sky background and “kiss me thru the phone” tunes, sushi, blue flower, headphones, iced matcha, heart hands and close friends emojis, turned charms, came together perfectly fitting in between silver links to reveal themselves as “The Colton”… It is August 16th, 2024 and the Gstaad Guy had just launched Poubel!

Even if you can’t pinpoint who the Gstaad Guy is, you have definitely heard his trademark statement “à la poubelle” over Instagram and TikTok. The man, whose real identity remains a mystery, has excelled at the art of social commentary through his satirical parodies of the lives and tastes of the ultra-rich. The two main fictional characters animating this virtual microcosm of high society are Constance, a British millennial, and his Gen Z American cousin, Colton. Like any good influencer, the creator of this cross-Atlantic posh duo has capitalised on his newfound success. The Gstaad Guy has already embarked on his entrepreneurial journey and continues to pursue it. He has been expanding his portfolio by venturing into the world of bling and glitz.

Poubel is a sterling silver base and enamel details jewellery label. Nothing groundbreaking so far. However, it took social media by storm. It managed to hit the 20K followers mark on Instagram, and some designs were sold out. All of that in less than two months. Let us take a closer look at the definitely not “à la poubelle” playbook.

Instagram: @poubel

Designs straight from the feed

Poubel’s aesthetic is based on four trending pillars: silver, emojis, Y2K and modularity. Silver was one of the trendiest materials in the summer of 2024, and it will remain fashionable in the foreseeable future. It is a more affordable alternative to gold, whose price keeps on soaring. It is also shiny, a feature that is coveted by Zoomers, the target clientele. Each generation shapes an entire era, and Gen Z is no exception to the rule. Its members have redefined social interactions by introducing a new universal language, the emojis. With Poubel, the keyboard and its visual icons have come to life in the form of charms and pendants. Their quirky, blobby shapes, as well as their vibrant, shiny colours, have a great Y2K vibe, which is back en vogue. The design strategy is quite solid, but modularity makes it a homerun. While “The Colton” and “The Constance” sets are for grabs, one can also purchase the charms and chain links individually and separately. The clients morph into designers and are only limited by their creativity. They can assemble traditional bracelets and necklaces, as well as belts, glasses, bag chains, and who knows what else! Thus gamifying the Poubel experience by making it customisable and personal.

Instagram: @poubel

Medium of self-expression

To fully unleash our creativity, we can choose from thirty-two charm options, such as paddle racket, jet ski, açaí bowl and pizza. With charms that depict everyday favourite food, sports, and clothes, this jewellery line enables its clients to share a part of themselves, emphasise the numerous facets of their personalities and uncover their different personas. Poubel is no longer a random accessory. It is a medium through which one can proudly and loudly express their identity. It is a powerful way to stand out. The label’s highly personalised articles add an aura of exclusivity. The wearers can identify with their peers and join an unofficial yet real club by immediately connecting and forging friendships. The Gstaad Guy opted for a smart approach to build his brand identity. He put the emphasis on social interactions and human connections, the backbone of all societies. After all, humans thrive in communities and work with like-minded individuals to build, create and exist.

Inclusivity embraced

On the website, items are listed by charms, pendants, necklaces or bracelets. The designs are meant to be worn by men, women… and even furry friends alike! By choosing to transcend traditional gender associations, Poubel is positioning itself as an inclusive label. Throughout the last decade, there has been a rise in gender neutrality within the fashion industry. The looks gracing the world’s most famous runways have played an important role in that regard. Who among us can unambiguously label oversized fits, pinstriped suits, strong shoulders and cutouts as menswear or womenswear? Nowadays, the traditional lines are being blurred. We are witnessing a shift towards promoting authentic self-expression. Nothing is too masculine; nothing is too feminine.

Beyond the 1 per cent

The Gstaad guy is known for his parodies of the lifestyle led by the wealthy one per cent. Some say that “Poubel is solely destined to affluent buyers”, but I disagree. Humour is universal. Constance and Colton put a smile on everybody’s face. Insiders and outsiders appreciate and enjoy the shared content. Furthermore, the prices make sense. They are aligned with any high-end designer silver jewellery label on the market. Even if you are not from the “top one per cent”, paying 600 USD for a full necklace or 65 USD for a charm is relatively reasonable if fun absurdity is your jam! Personally, I think that the Gstaad Guy talks to the ultra-rich, but his clientele lies somewhere else. His notoriety among the high-income individuals who aspire to mimic celebrities’ lifestyles is and will be the main driving force behind all of his brands.

Now, many are wondering if Poubel “is going to remain a niche influencer-driven product for the in-the-know or would it become a must-have status definer among the wider public”. I am going to weigh in with my personal take by saying it will be the latter. The distinctively named label and its creator will be playing a major role in the fashion industry for two main reasons. First, he has established unbreakable and seamless partnerships with many fashion brands, chiefly with Loro Piana and Audemars Piguet. I believe that these partnerships will strategically be leveraged down the line. Second, as of September 27th, he made it to the BOF’s 500 Class of 2024. The list that indexes creatives shaping the global fashion industry and curated by the leading fashion resources authority, “The Business of Fashion”.

Meanwhile, I am contributing to the industry by sharing my two cents on the matter. And those who do know me have realised by now that I don’t shy away from the absurd. On the contrary, I celebrate it. If I had to pick a Poubel set, I would opt for “The Constance”. I would even relish spending a day with the lively character. We would bond over a game of backgammon and discuss the intricate weaves of vicuña wool. Constance de Von-Gstaad, would that spearhead our friendship?

by Christelle EL-Daher