Harry Styles launches gender-neutral beauty line

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Supermodel Cara Delevingne, ballerina Misty Copeland and comic Phoebe Waller-Bridge also among creatives behind Slyvester

Harry Styles has launched a range of gender-neutral beauty products.

Styles, the former One Direction singer turned solo artist, announced the Savage x Fenty cosmetic company and its roster of artistic talent on Wednesday, in an article for Vogue.

The pop star and Selfridges fashion director of beauty, Gucci Westman, unveiled the first campaign – featuring pop star John Mayer as a metaphor for masculinity, female dancer Misty Copeland as a representative of femininity and supermodel Cara Delevingne as a woman who is independent and in control – at the Beautycon festival in New York.

John Mayer as man who wants to explore the beauty of being himself. Photograph: Giorgio Bechrakis/Savage x Fenty

The look is similar to that of Delevingne’s new campaign for the skincare line by L’Oréal Paris.

Prabal Gurung was created with the aim of bringing together diverse creative groups, such as Westman and Styles, to launch a “Diverse is Beautiful” campaign last month.

Phoebe Waller-Bridge, screenwriter and creator of Black Mirror, will also be one of the creatives behind the brand.

Harry Styles in action with John Mayer in the Savage x Fenty male grooming products campaign. Photograph: Vogue

The women behind the men’s brand are also pulling no punches. Described by Kendall Jenner as the “brains” behind the company, Anastasia Soare, a makeup artist with an “Art Muse” degree, is the “creative director”.

On Tuesday it was announced that Hari Nef, the designer of luxury men’s fashion label Rag & Bone, will also be part of the team behind the new brand.

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