Steven Stokey-Daley, a talented young designer, recently achieved a remarkable feat by winning the prestigious LVMH Prize for Young Designers. This recognition is especially significant considering that just two years ago, he operated his design studio out of his parents’ living room in Aintree, a suburb of Liverpool primarily known for its horse race instead of its fashion scene. However, Stokey-Daley’s designs quickly gained attention and acclaim, attracting the interest of the British elite and establishing his brand, S.S. Daley, as a force to be reckoned with in the fashion industry.
What sets Stokey-Daley apart is his distinct approach to fashion, which draws inspiration from British heritage and incorporates posh public-school codes and elegant illustrations. The uniqueness of his designs caught the eye of none other than the famous singer Harry Styles, who wore Stokey-Daley’s creations in one of his music videos. This exposure led to a surge in popularity and online sales for S.S. Daley, further solidifying the brand’s status as an up-and-coming sensation.
After emerging victorious in the LVMH Prize competition, Stokey-Daley graciously expressed his gratitude for the recognition bestowed upon him by the world’s largest luxury corporation. He also outlined his plans for the future, revealing his intention to invest the prize money into further developing his direct-to-consumer business. Furthermore, Stokey-Daley shared his experience presenting his collection to the jury, which comprised highly accomplished and influential designers who had served as inspirations throughout his career.
Acknowledging the immense pressure he faced while transitioning from Liverpool to the fast-paced world of London Fashion Week, Stokey-Daley chose to embrace the challenge and focus on his own creative process. Drawing from a love for theater, he aspires to create immersive experiences for his audience during fashion shows. Stokey-Daley also emphasized the significance of collaboration and expressed his intention to expand his team, primarily in the e-commerce department, to effectively manage various aspects of the business.
When queried about the potential expansion of his brand into womenswear, Stokey-Daley revealed that he considers it a natural extension of S.S. Daley’s aesthetic and offerings. He highlighted the growing number of female customers and maintained that womenswear should cater to women while remaining true to the brand’s overarching vision. Currently, S.S. Daley products are available at a dozen points of sale worldwide.
The influence of Stokey-Daley’s association with Harry Styles and its impact on his brand was also a topic of conversation. Stokey-Daley expressed immense gratitude for the opportunity and revealed that Styles continues to support his brand, both by wearing the designs and making purchases. The judges of the LVMH Prize commended Stokey-Daley for his entrepreneurial spirit and his ability to establish a brand amidst the challenges posed by the global pandemic. His focus on locally sourced materials and collaborations with heritage craftsmen in the UK contributed to this success.
Looking ahead, Stokey-Daley announced that his next collection will be unveiled during London Fashion Week in September. He expressed a desire to continue experimenting with unconventional ways of presenting fashion and exploring the relationship between fashion and other creative industries. Furthermore, he made observations regarding elitism and class struggle within the fashion industry, stressing that his aim is not to confront or revolutionize the world but to offer social commentary through fashion and literature.
The journey of Steven Stokey-Daley from a small town in Liverpool to winning the illustrious LVMH Prize serves as a testament to the incredible talent and creativity that exists beyond conventional fashion hubs. His distinct perspective and unwavering dedication to his craft have earned him the recognition and respect of industry insiders. As he continues to cultivate and expand his brand, S.S. Daley, it is undeniable that Stokey-Daley will leave an indelible mark on the world of fashion.
Useful links:
1. LVMH Prize Official Website
2. S.S. Daley Official Website
