The Pop Superstar and British Menswear Designer Expand Their Established Partnership
Following Steven Stokey-Daley’s Fall 2024 show at Pitti Uomo in Florence, the acclaimed British designer and 2022 recipient of the LVMH Prize for Young Designers has announced that pop superstar Harry Styles is investing in a minority stake in his eponymous label S.S. Daley.
The financial details of the deal remain undisclosed.
Expressing their shared vision for the future of the brand, the 26-year-old designer stated, “Harry and I look forward to this new chapter together as we focus on brand longevity and scaling the business into a modern British heritage house.”
The connection between Styles and Stokey-Daley was first established through Styles’ stylist, Harry Lambert, who orchestrated the artist’s wardrobe for the “Golden” music video and included pieces from Stokey-Daley’s graduate collection.
The investment aims to bolster S.S. Daley’s direct-to-consumer business and advance plans for a sustainable and long-term expansion, according to a statement from the company.
Having made his London Fashion Week debut in September 2021, Stokey-Daley’s sensitive yet subversive reconsideration of British upper-class uniforms has resonated with a Gen-Z sensibility and garnered a growing customer base beyond just the menswear category. The brand is currently available in select retailers such as Saks Fifth Avenue, Dover Street Market, Matchesfashion, Bergdorf Goodman, 10 Corso Como Seoul, and I.T Store.
Noteworthy accolades include being part of the British Fashion Council’s Newgen initiative and receiving recognition from the BFC Foundation Awards.
The investment by Harry Styles aligns with a trend of celebrities becoming brand stakeholders, joining the ranks of Oprah Winfrey and Reese Witherspoon in Spanx, Priyanka Chopra and Nick Jonas in Perfect Moment skiwear, Beyoncé, Jessica Alba, and Rihanna in Destree accessories, Mila Kunis, Cameron Diaz, and Gabrielle Union in Autumn Adeigbo, and Mark Wahlberg in the Italian sneaker brand P448.