Singer-songwriter, runway model, and street style aficionado, Dua Lipa is metaphorically lifting the curtain with her upcoming lifestyle brand Service95. Launching across multiple platforms, the passion project will consist of a weekly newsletter, podcast, and website. The pop star took to Instagram to announce the news, “Service95, the inspiration for the name is quite simple. I was born in 1995 and I have always seen myself as someone who is of service to my fans and my followers,” she says. “I wanted to create a little hub and a platform that encapsulates exactly that.”
The tastemaker intends for lifestyle brand to cover all kinds of cultural recommendations, from the books, music, and films she consumes, to her favorite hotels and eateries worldwide. The Service95 universe will also be providing a platform to voices she admires. Opening a dialogue with those involved in the arts, fashion, and beauty, the sites will also publish think pieces on global issues, seeking the viewpoints of activists and politicians. “My hope is that Service95 will really broaden the types and scopes of stories that you’ll be able to read, covering topics in ways that you probably wouldn’t read elsewhere.” She goes on to explain, “I’ve been my friends’ and family’s go-to for when it comes to recommendations. I have obsessively been making lists since I was a child and it’s a way for me to find order in the chaos.”
While Dua Lipa’s growing empire can be compared to that of Gwyneth Paltrow’s Goop or Kourtney Kardashian’s Poosh, Service95 seems to be another kind of animal entirely. While the aforementioned celebrity founded and centered wellness brands may also be newsletter and website based, Dua Lipa is highlighting far more than workout and beauty routines. While the British singer will most certainly be dipping her toe into those waters, she will also be touching upon her jet-setting lifestyle and attempting to really dig into internationally pressing topics.
“There will be lots of different voices, interesting articles, and my own personal note about what I’ve been up to and what I’ve discovered,” the singer told British Vogue. While of course subscribers will initially be drawn to the brand of Dua Lipa, the hope is that they stay for the unique and original content of Service95.