The British label is launching a branded-content series on the audio-only platform hosted by Abraxas Higgins, an active Clubhouse user with 370,000 followers on the app. Ted Baker has six talks scheduled with Higgins, where the hour-long conversations will discuss the intersection of British culture and fashion. Guests like artists Greta Bellamacina and Kojey Radical, both of whom appeared in Ted Baker’s most recent campaign, will participate in the discussions.

”We see Clubhouse as an opportunity to experiment with new and innovative digital formats and develop our cultural capital,” said Jennifer Roebuck, Ted Baker chief customer officer, in a statement.

Although Clubhouse, which is still invite-only, has been growing rapidly since it launched in beta last year, brands have not been officially allowed to join the platform — until now. “Clubs” are groups on the platform that users can follow, and Ted Baker’s “profile” on the platform will be in the form of a ‘club.’ Fashion and beauty brands, eager to get in on the action early, have been searching for the next crop of talent poised to be stars on Clubhouse while some founders themselves have actively participated in discussions. So far, the platform does not have advertising tools like those found on TikTok or Instagram.