An exclusive look at the first collection from Harry Styles’ Pleasing brand

Ever since Harry Styles straddled a Harley Davidson on the cover of Dazed to launch his brand Pleasing, there’s been a fever pitch of interest in the label. And now, the young business – which has primarily traded in beauty products like fragrances and nail polish – is properly diving into ready-to-wear with the launch of its summer collection at Selfridges. To celebrate the release, Styles’ long-time stylist and Pleasing creative Harry Lambert has shared some exclusive, behind the scenes polaroids of the collection’s campaign shoot with Dazed Fashion.

In the images, models chill in retro-inspired trucker hats and 70s-inflected tracksuits, while bright and sunny motifs are repeated throughout. “Launching this type of collection in the summer felt most natural as this is the season where you’re able to creativity play with colour and joy so much more,” Lambert told us in relation to the cheery clothes. “This is a fun fashion time where people feel most adventurous.”

As well as relating to the warmer weather, the continued rainbow motif is a well-known symbol of queerness, and it’s no coincidence that the collection was launched on the eve of Pride month. “Colour, joy, a sense of openness and warmth are part of our DNA and considerations when designing,” says Lambert, “and queerness and joy, to me, come hand in hand, which is why these colourful, Pride-influenced references can be seen at play here.” Click through the gallery above to check out the rest of the gender neutral summer collection, or head to Pleasing.com to shop all the looks.

In other fashion news this week, Harry Styles and Alessandro Michele left 70s maximalism behind for a new finance bro uniform; IDEA Books released a new edition dedicated to Norbert Schoerner’s Y2K Prada shoots; we captured all the best dressed ravers at Barcelona’s ‘pervy’ techno lesbian party; Lily-Rose Depp covered the latest issue of ALL-IN magazine; Central Saint Martins’ BA Fashion students presented their end-of-year collections, and the catwalk show was taken over by Palestine protesters; plus, Balenciaga headed to the skyscrapers of Shanghai for its Spring 25 collection. For everything else you might’ve missed, click through the gallery below.