Under the Influence: A Conversation with Paul Poirier
We speak with Paul Poirier, Canadian Olympic ice dancer and fashion content creator, to get his insight on what life’s like as an “influencer” in today’s digital-first world.
By: Harry Rosen StaffDate: 2024-09-27
In today’s digital age, where fashion trends can change with the swipe of a finger, social media influencers and content creators have become key players in shaping style and consumer behaviour. At Harry Rosen, we’ve collaborated with influencers, celebrities, and formed relationships with authentic brand ambassadors.
We recently sat down with Paul Poirier, an Ottawa native and Olympic ice dancer, now burgeoning fashion content creator and Harry Rosen ambassador, to learn more about his perspective on fashion and influence.
Q: How did you get your start in fashion?
A: I got my start in fashion content a few years ago through some surprise opportunities. Initially, I used social media to post small tidbits of life and share special skating moments with friends and fans. Coming out publicly in 2021 changed my perspective on what I could share online. I realized that as an athlete, I could present myself as a multidimensional person. Fashion became one extension of that.
Q: When did you start creating fashion content? Was it planned or did it happen naturally?
A: My first fashion-related projects on social media started in 2021. A friend invited me to participate in a small campaign, and shortly after, my skating partner and I were part of the Team Canada kit launch for the 2022 Olympics. These opportunities came organically through the world of sport and our achievements as athletes. It was the perfect starting point to learn how sport and fashion intersect.
Q: How long did it take for you to build an audience? How would you describe your audience?
A: I was fortunate to already have a sizeable audience through skating. Over the years, I've connected with many people outside of skating. I enjoy the opportunity social media provides to interact with different people and start conversations.
Q: What’s your perspective on the role of social media in fashion? How has it changed since you started?
A: Social media is where people now get most of their information, so brands must use it to be successful. Advertising on social media has grown, and while the authenticity of content can be questioned, it remains an important influence on culture, including in fashion.
Q: Has “hype” and virality become a tactic to market menswear now? Will it remain that way?
A: "Hype” has been harnessed to create consumer urgency and sell more products. While having unique or exclusive items can be joyful, it sometimes distracts from choosing products we will love and use for a long time.
Q: How does your interest in fashion inspire your ice dancing career, or vice versa?
A: Ice dance and fashion both offer self-expression opportunities. Skating involves daily artistic choices, much like choosing an outfit.
Q: How do you feel about the number of fashion and style “influencers” today?
A: Our daily experiences are shaped by social media, and we get much information from other users, whether paid influencers or not. While more influencers exist now, we can choose who we trust and listen to in these online conversations.
Q: How do you work with brands?
A: My first piece of fashion content involved taking clothes onto the ice, which wasn't very comfortable. I learned to present clothing in contexts I use daily, whether through skating, editorial shoots, or daily life. I feel more confident creating in various settings now.
Q: What’s your favourite menswear trend right now? What’s your least favourite?
A: I'm excited about the availability of more relaxed fitting pants, influenced by Japanese men's fashion. They’re more comfortable for my athletic legs. I'm tired of fast-moving micro-trends, which pressure us to always have the latest product and move us away from sustainable fashion.
Q: Where do you think menswear is headed in the next few years?
A: I'd love to see a return to a holistic in-person shopping experience. While online shopping is convenient, we miss out on feeling the product and seeing the small details that make a garment special. In-store shopping also exposes us to brands we might not search for online.
Q: How do you see the relationship between brands and influencers grow?
A: The future of influencers depends on how social media evolves. I enjoy long-term partnerships with brands, building strong relationships rather than transactional ones.
Q: Why did you choose to be an ambassador for Harry Rosen?
A: I'm thrilled to work with Harry Rosen because they value excellent quality clothing, timeless pieces, and an inviting customer experience. I'm excited about the contemporary brands they offer and see Harry Rosen as a place to build a wardrobe with pieces I love.
As Paul Poirier continues to make his mark in the fashion world, his insights remind us of the ever-evolving nature of men’s fashion and the powerful role of social media in shaping trends. His journey from athlete to fashion influencer highlights the importance of authenticity and self-expression in an industry that thrives on individuality.
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