From fan to minority shareholder. The pop star idol of Gen Z Harry Styles has chosen to invest personally in the fashion brand S.S. Daley. The news comes directly from Pitti Uomowhere the young guest designer of the 105th edition Steven Stokey-Daley, founder and creative director of the brand of the same name, announced how the English artist, already a long-time fan of the label, will soon enter with a minority stake in the company. Styles’ stake, the amount of which was not disclosed, aims to expand the company in a sustainable, long-term plan.
The duo would have been presented by the singer’s stylist, Harry Lambert, on the occasion of the production of the music video ‘Golden’, which also featured Daley’s collection. “Harry and I have a shared vision for the future of SS Daley and we look forward to starting this new chapter together, focusing on the longevity of the brand and the transformation of the company into a modern British fashion house,” he said, according to what was reported by the foreign press, the designer.
Founded in 2020, SS Daley proposes to revisit the peculiar ideas of British heritage, subverting them in a modern context, starting from the perspective of his working class upbringing. After graduating from the University of Westminster, his menswear collection attracted the attention of prestigious names in the fashion system such as Sarah Mower and, indeed, Lambert. Stokey-Daley later expanded his proposals to womenswear and accessories. The designer debuts at London fashion week in September 2021 and wins the coveted prize the following year Lvmh Prize with financial support of 300 thousand euros.