Daley’s win, meanwhile, vaults him to the top of London’s flourishing menswear scene. “It just feels like the highest form of validation ever,” he said shortly after Cate Blanchett handed him his trophy. S.S. Daley might be the youngest brand to ever win the LVMH Prize—the 26-year-old designer only launched his label in 2020, under covid lockdown. But Daley quickly cornered a very modern formula for success in menswear. His suits, cut with voluminous, fluid proportions, grabbed the attention of London stylist Harry Lambert, who works with Harry Styles. Styles wore floral trousers and linen shirts from Daley’s first collection in the music video for Golden, and the rest was basically history.
All of a sudden, Daley had a platform, and he used it to define what he calls the New British Wardrobe: menswear staples, but sexier and more queer and—crucially—ecologically sustainable. Daley offers many garments through pre-order to reduce waste, and most of his fabrics are deadstock or vintage. (A recent pre-order for a cardigan special-ordered by Styles led to “quite a few” sales,” Daley said with a smile.) With the 300,000-euro prize money, Daley says he wants to expand his capacity to produce garments locally.
As for how he’s celebrating? There are some parties and cocktails he had to get ready for, Daley said. But first: “I actually haven’t talked to my family yet! So I’d like to go do that,” he said.