What would you buy if your boyfriend proposed to you during Thanksgiving dinner? Get out your wallet: Harry Styles has a new product called Styled To Rock. From it, he debuted his feminine-side “messy, girly, bright, aggressive,” inclusive style. “My inspiration behind it comes from a feeling I was feeling in my own skin,” said Styles. “It’s really simple: when I feel good about my style, I love wearing it and when I feel bad about it, I won’t wear it.”
Styles (who won’t be auditioning for “X Factor” this time) explains that he plans to share the products exclusively through his own online store, not “through mass market retailers.” Styled To Rock (you can also get them by mail) uses botanical, natural ingredients and is all gender-neutral. Not to worry, the searchable selection features shirts and jackets for men and women, lipstick- and blush-sized travel products, and cases and lip glosses in different colors. Styles’ boyfriend, Ben Winston, also was involved in his creative process. The proceeds from the site go to Salisbury House, the Harry Styles Foundation and Global Citizen.
He said, “I love the idea of tools and products that allow people and fashion to be really fluid, and to feel comfortable with themselves in their own skin.” Styles describes this style as edgy, soulful and “sexually confident.” Style’s approach is to bring items together, not just be a prolog for them. Styles cites designer J.Mendel and favorite girls’ boutique alice + olivia as inspirations.
Styles’ Star-Dinosaur-themed money shot in the video sums up the uniformity of Styled To Rock:
Styled To Rock is already in the running for beauty brand of the year. Just don’t call it a perfume, lipstick, and perfume.