Fusing fashion
I turned a niche podcast and an indie fashion label into a viral sensation with a campaign that racked up views 7x the combined following.
THE CHALLENGE
When the owner of Waltz—an all-female-run indie fashion label—found out we were selling our podcast merchandise internationally, she immediately proposed a local collaboration. It was perfect timing: our audience had been clamouring for an Iran-based shopping option, but we’d never managed to set one up. Waltz had the local production and distribution we needed, and we brought an international network eager for fresh designs. So, where was the hurdle? We had to merge two very different brands—a mostly lighthearted, comedic podcast with a chic, high-engagement fashion house—and deliver something that honoured both audiences. In other words, how do you combine silly humour with runway-ready style—and not fall flat on your face?
“David found the perfect balance of style and satire, turning a quirky idea into a viral hit with real sales impact.”
THE SOLUTION
We found our sweet spot by focusing on a phenomenon we’d already explored on the podcast: “code-switching,” where Iranians casually blend English and Persian words. From past episodes, we knew which mashups had fans rolling in laughter—and which they used in everyday life. So we polled our followers once again, hinting that the most hilarious suggestions could appear on a new capsule collection. After a brutal round of social-media voting, we whittled down the best terms and handed them off to Waltz’s design team.
But we wanted more than a standard photoshoot. Waltz and the podcast both needed something that felt edgy—especially since I, as the ad guy, was expected to “bring it.” So we took a film crew to the model shoot, interviewed the talent about their favourite code-switch words, and played it perfectly straight…until the edit. In post-production, we dubbed over each model’s voice with cheeky voiceovers from me, my co-host, and the Waltz owner—reversing genders for extra absurdity. That surreal mismatch became our comedic hook: we captured the glamour of the models while making viewers do a double-take as our offbeat narration explained each must-have item.
THE RESULTS
The video went viral almost immediately, racking up views that were three times higher than Waltz and Ask An Iranian’s combined social following. The unexpected humor behind the dubbed voices turned casual scrollers into engaged viewers, who then shared the clip widely—models included. We sold out of one of our designs within just two weeks, prompting a rapid reprint to keep up with demand. For those who might be skeptical, this wasn’t just about online buzz: a boutique in Canada picked up the line, extending its reach beyond the borders of Iran and fulfilling the original goal of connecting local design with an international fan base.
Even more satisfying was seeing how audiences responded to the comedic take on code-switching. Many recognised their own silly language habits, leaving comments that ranged from proud to playfully embarrassed. The collaboration felt fresh, authentic, and unexpectedly unifying. And for our part, we proved that bridging fashion with offbeat humor isn’t just possible—it can spark the kind of cultural conversation that gets people talking…and clicking “buy now.”
