Harry Styles’s ‘Watermelon Sugar’ Video Is a Tour de Force of Optimistic, Over-the-Top Fashion

Less than 10 seconds into his new music video for “Watermelon Sugar,” after dedicating the next few minutes of footage to the now-forgotten pleasure of physical contact—pre-roll text reads “this video is dedicated to touching”—Harry Styles strolls into the frame to kick off what quickly becomes a tour de force of retro-inflected rockstar style.

Seated at a plainly laid out table on the beach, Styles sings into the camera, seductively tracing his freshly manicured fingers along the edges of that quintessential summertime fruit, all while wearing a pair of burgundy high-wasted trousers and a chunky knit vest in a shade of burnt orange just a tinge darker than the glass of juice in front of him. (If you, like me, never thought you’d find yourself attracted to a fruit, well, here we are. Those luscious-looking watermelon slices really hit different on lockdown.)

Tasty.

Topped off with a pair of powder blue shades that would make Elton John jealous, Styles couldn’t look more the part of a poster-boy for the new era of enlightened masculinity. Surrounded by a coterie of similarly horny beachgoers presumably down to, ah, fuck the fruit (?!) as well, Styles offers an ode to summertime dressing in a way only he can.

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Looks nice, doesn’t it?

As he and his fellow fruit fetishists engage in a brash, exuberant, beachside bacchanalia, Styles cycles through a series of fits so damn great they deserve to go straight into the folder saved down as “Summer Inspo 2020” on the shared desktop of the national psyche.

There’s a reason the menswear-obsessed—among many, many other people—tend to lose their collective shit when Styles shows up sporting a getup half as good as any of the ones here. The guy looks incredible.

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Styles in head-to-toe Gucci.

Styles dresses with a distinctive gusto for the clothing he wears, and there’s an undercurrent of almost-unhinged decadence to his outfits, not so much in their flashiness or their in-your-face nature, but in how obviously he’s feeling himself and urges you to feel yourself too. Any fit could be your last, his seem to say—why not make the most if it?

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A few months into this protracted state of temporary lockdown, Styles also offers perhaps the most compelling visual argument I’ve seen yet in favor of dressing for the summer you want, not the summer you have. Maybe, his outfits suggest, if you have this much fun getting dressed each morning, opening yourself up to the fantasy clothing can offer, the reality of the rest of your day will be all the better off for it, too.