As a kid, Zendaya never had clothes laid out for her in the morning. “My parents were never the type to pick out my outfits,” the 20-year-old actress and singer recalls. “Looking back, it was cool that they didn’t, and in a way I really credit them for helping me find myself and develop my own style.” That pursuit of self-expression also happens to be the bottom line of her new clothing label, Daya by Zendaya. Launching on a new ecommerce platform this Friday, the direct-to-consumer brand was developed with her longtime stylist and “partner in crime” Law Roach. The collection features pieces that fit quite seamlessly into a high-profile, revolving street-style wardrobe such as hers. The requisite stealth basics are in there—casual tanks and easy white button-down blouse, for starters—with cool look-at-me statement pieces thrown in for good measure, including a velvet green jumpsuit and blush pink slip dress with slinky side slits. Everything in the new line runs from size 0 to 22, and is priced between $18 and $158—all of which amounts to a pretty diverse and accessible mix.
The look of the brand is just as wide-ranging, which is hardly surprising given Zendaya’s reputation as a fashion shape-shifter. There are certainly nods to streetwear and a menswear-inspired streak, but the idea is much more about the act of “piecing things together to make it your own,” as Zendaya puts it. “You can choose to wear the black velvet blazer and trouser together, or wear them with whatever the hell you want.” Ultimately, her goal was to create clothing with a more unconventional approach. “One thing Law and I really hate are trends,” she says. “We just don’t believe in them, we don’t believe in what’s hot now because you can’t stay on top of all of the constant changes in fashion. It’s just impossible.”
Naturally Zendaya makes the idea of taking a fashion risk look easy, too, switching between radical red carpet showstoppers and an off-duty wardrobe of ripped denim and T-shirts whenever the mood takes her. And it’s that unbridled energy which informs Daya by Zendaya. “Clothes are supposed to be emotional. There is no right or wrong, no singular style,” she says. “I went through a phase as a teenager, and I think everyone does, when I actually gave a shit about what people thought. Ultimately I grew up and realized that was no fun.”