This is Guillaume Alarcon - in his element.
Fashion has always been part of Guillaume’s world. So has sport. Now, the two are starting to overlap.
You started in fashion. How did content become part of what you do?
Content really started when I opened my own clothing store, which had been a childhood dream of mine. I had put all my savings into stock, so I had no budget left for marketing. That pushed me to learn how to edit videos, and I started speaking to camera to tell the stories behind the brands I had selected. In a way, content became the tool that allowed me to bring the shop, the brands and my point of view to life.
When did running start becoming a big part of your life too?
It wasn’t really running at first, it was sport in general. As a teenager, I was very active, but during my studies I gradually stopped being consistent. By the time I was 29, I had a desk job and a good career, but I didn’t feel good in myself, either physically or mentally. I decided to get back into sport, and very quickly it started changing a lot of things in my life.
How has sport changed your lifestyle?
Sport has honestly changed my whole life. I’ve met so many people through it, often incredibly inspiring people, and some of them have become my closest friends. I became part of a community that shares the same passions and, very often, the same ambitions. It changed the way I thought about what I could do, and even who I could become. It made me dream bigger. Once I started feeling in control of my body again, I decided to become a yes man and say yes to whatever came my way. The only problem is that I have quite a few crazy people around me.
So I ended up running marathons, climbing mountains, doing trails, obstacle races, HYROX, treks, bivouacs, surfing around sharks, jumping into the void… basically, a lot of things I never imagined I would do before. My lifestyle changed too. Much less alcohol, fewer cigarettes, better habits. But the biggest shift has probably been my confidence, not just the confidence to create, but the confidence to be myself.
Did you always know you wanted to mix fashion and running, or did it happen naturally?
It happened naturally. I’ve always been drawn to fashion, but also to the aesthetics of sport, all kinds of sport. So when that whole world started becoming more visible in fashion and culture, I became completely obsessed with it and wanted to talk about it. Now I also want to create something of my own within that space and bring my own perspective to it.
How did you find your own niche?
I never really went looking for a niche. I just talk about the things I genuinely like. Of course I have references and inspirations when it comes to how I make things, but above all, I wanted to create the kind of content that I would actually want to consume myself.
