Harry Styles is expanding his fashion portfolio.
Styles has taken a minority stake in British fashion brand Steven Stokey-Daley, reports Vogue.
On Thursday, the brand announced Fine line singer, 29, will invest in the company at the SS Daley Fall 2024 show in Florence, Italy. Stokey-Daley debuted in September 2021 at London Fashion Week.
“It was very organic,” said Stokey-Daley, 27. “One of the really nice things was that Harry came up to me and kind of let it be known that he was a fan of what we were doing.”
“And of course, I’m a big fan of his,” added the designer.
“Harry and I have a shared vision for the future of SS Daley and look forward to this new chapter together as we focus on the longevity of the brand and growing the business into a modern British heritage house,” said the designer, reports WWD.
Harry Styles’ best fashion moments through the years
Harry Styles in the video “Golden”.
Harry Styles/ YouTube
As a result of the singer’s investment, the designer now has the financial backing to “relaunch” the direct-to-use website and hire staff, reports Vogue. The investment also allows it to support “sustainable and long-term expansion,” Hype Beast reports.
Never miss a story — sign up for PEOPLE’s free daily newsletter to stay up-to-date on the best PEOPLE has to offer, from celebrity news to compelling human interest stories.
In 2020, after the designer graduated from the University of Westminster, a friend informed him that celebrity stylist Harry Lambert was recruiting up-and-coming designers via Instagram to submit their work in an effort to work alongside him.
Soon after, the stylist contacted Stokey-Daley and asked the young designer to supply the pieces. Stokey-Daley then shared pieces from his graduate collection, which were then used in Styles’ music video for “Golden.”
“When it came out, it completely broadened my attention,” said the designer, according to reports Vogue. “There has been a huge acceleration in my orders. And it just escalated from there.”
In the music video, Styles mostly wore a white long-sleeved shirt, but showed off other creative combinations like a yellow hat with long pants and a light blue jacket over button-up pants and plaid pants. He is also completely shirtless while bathing in the water.
:max_bytes(150000):strip_icc():focal(749x164:751x166)/Harry-Styles-Golden-1-27890da4abe44a1089296d2c58cc757c.jpg)
Harry Styles in the video “Golden”. Columbia Records Harry Styles Explores Italy’s Amalfi Coast — In Five Different Outfits — In ‘Golden’ Music Video
Following the music video, fans saw the Grammy winner in the designer’s pleated cotton-linen shirt and a pair of floral-print oxford bags.
The singer’s infamous outfit was made from curtains Stokey-Daley’s grandmother found in a “charity shop” in their hometown of Liverpool.
SSD is currently sold at Saks Fifth Avenue, Dover Street Market, Matchesfashion and Bergdorf Goodman, among other retailers.
Categories: Trends
Source: HIS Education