Background and release
Freud wanted to host a podcast, with "people who didn't really talk a lot," to facilitate more "complex and interesting" conversations about fashion than typically reflected in current media. [6] She then came up with the idea of a couch and chair setup, like a therapist's office, as "a way to learn vicariously all the things I’ve secretly wanted to know" and use fashion as a means to interrogate questions of identity and self-consciousness. [6] [7] Freud, the great-granddaughter of Sigmund Freud, told Another Magazine that she was unafraid of leaning into her family relation to psychoanalysis through the podcast's form:
I just thought, well, someone’s going to do that at some point, I might as well play with it. Obviously it’s tongue-in-cheek and I’m not taking myself seriously in that role, I’m just using some of the aesthetics, some of the strategies. [6]
The podcast launched in October of 2024 on Apple Podcasts and Spotify. [8] Its first episode showed Freud speaking with American fashion designer Rick Owens, and the podcast immediately became the number one fashion and beauty podcast in the United Kingdom. [3] The podcast was critically acclaimed upon launch; Vogue called it one of the best podcasts of 2024. [9]
The podcast has both audio and video components. [10] The latter is filmed with several camera angles including a camera directly positioned above the interviewee's face "like a beady eye." [11] Freud stated she "had a clear idea about how I wanted the filming to look. I found a great cinematographer and we worked on getting the perfect light. To get the guests I want, the lighting has to be amazing—flattering and atmospheric." [8]
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