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Harry Styles, fashion mogul? Singer buys minority stake in London brand

Harry Styles wears SS Daley (Harry Styles)
Harry Styles wears SS Daley (Harry Styles)

We can expect to see Harry Styles wearing more pleated, printed 70s trousers, yellow cagoule hats and duck-knitted sweaters in the years to come, for the singer has made a foray into the business of fashion.

Following London-based label S.S.Daley’s catwalk collection, shown during Pitti Uomo in Milan yesterday (January 11), it was announced Styles had bought a minority stake in the brand he helped bolster in its formative years.

Other celebrity fans; Steven Stokey-Daley with Ian McKellen at the close of his autumn winter 2023 collection (AFP via Getty Images)
Other celebrity fans; Steven Stokey-Daley with Ian McKellen at the close of his autumn winter 2023 collection (AFP via Getty Images)

“Harry and I have a shared vision for the future of S.S.Daley and we look forward to this new chapter together as we focus on brand longevity and scaling the business into a modern British heritage house,” the designer has said.

Steven Stokey-Daley, the 25-year-old Liverpuldean designer, first gained traintion after graduating from University of Westminster in 2020. Styles wore one of his graduate designs in the  2020 ‘Golden’ music video, securing his spot as one of the front running graduates to enter the industry during the pandemic.

S.S.Daley dressed Styles in the 2020 Golden music video, styled by Harry Lambert (Instagram @harrylambert)
S.S.Daley dressed Styles in the 2020 Golden music video, styled by Harry Lambert (Instagram @harrylambert)

“The phenomenon of Harry Styles is global – it’s everywhere. It’s constant and it’s all the time,” Daley told the Standard last year. “We felt the full force of that as soon as [the Golden music video] happened. It put our brand in a different lane.”

S.S.Daley autumn winter 2024 (S.S.Daley autumn winter 2024)
S.S.Daley autumn winter 2024 (S.S.Daley autumn winter 2024)

In 2022, Daley went on to win the coveted €300,000 LVMH Prize for young fashion designers, allowing him build on his brand which has focussed on the intersections the British class system since its inception, and has a fascination with Bright Young Things-era public school boys.

Styles has been a fan since his stylist, Harry Lambert, introduced him to the brand. Now his support runs a little deeper than simply face value. As for the new season lamb cardigans? Coming to a pop star near you.