Discover how Arnaud Chanteloup, founder of Verygoodlord, transformed men’s fashion in France through his blog and podcasts, while staying true to his values of authenticity and quality. An inspiring journey combining passion, innovation, and expertise in a rapidly evolving industry.
Interview with Arnaud Chanteloup, Founder of Verygoodlord
Verygoodlord has become a reference platform in France by combining high-quality editorial content with a strong focus on menswear and affiliate marketing. Through his blog, Arnaud Chanteloup provides practical advice, trend analyses, and curated product selections that help men refine their personal style while discovering trusted brands and products.
How has the perception of men’s fashion evolved in France, and how has your blog contributed to this evolution?
The perception of men’s fashion has changed a lot, especially with a new generation of men taking control of their style. They no longer rely on women to dress them. Blogs—and Verygoodlord in particular—have helped democratize men’s fashion by making it more accessible and understandable. Today, men use fashion as a tool, whether to feel confident at work or to attract others.
You mentioned exploring new formats in 2020. Where are you now?
I launched several projects, including two podcasts. The first, Radio VGL, features profiles of men who have accomplished interesting things in fashion or other fields. The second, L’Heure Supp, is co-hosted with journalist Marine Huberite. I also run a YouTube channel. These formats allow me to reach a broader audience beyond blog readers, which is essential in a landscape where menswear and affiliate marketing rely heavily on multi-channel content.
How do you prioritize what matters most for you and your audience?
I focus on simplicity. I’ve been working solo for 12 years and collaborate with freelancers to stay efficient. Managing too many projects can be overwhelming, so I regularly evaluate what brings the most value to my audience. My priorities remain my passion for work, my family, and personal balance.
What share of your revenue comes from affiliate marketing?
Affiliate marketing represents about 50% of my revenue. Brands are now more selective and seek trusted partners. Quality matters both for brands and readers, so I only promote products I truly like. Authenticity remains essential.
What role do social media play today?
Social media are essential. They help promote the blog, communicate with readers, and share curated content. They also drive significant traffic to the blog. The boundary between social platforms and the blog is now much more fluid.
How do you preserve your integrity with sponsored partnerships?
My approach hasn’t changed since 2012. I carefully select products and clearly separate sponsored and non-sponsored content. Authenticity is key: I only talk about products I would have recommended even without a partnership.
What is the future of men’s fashion?
The future is uncertain. The industry is facing major challenges since 2023, with store closures and restructuring. Brands must reinvent themselves and promote strong values. I want to encourage more responsible consumption: buy less, but better.
What are Affilae’s key strengths?
Affilae stands out for its tracking quality and commission-sharing feature, which is rare on other platforms. It is simple, efficient, and truly supports small content creators. Whenever a brand asks me about affiliate marketing, I recommend Affilae.
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