Dua Lipa announced to Vogue this week that she would be launching her own lifestyle brand, Service95. Dua explained the brand as a “style, culture, and society concierge service,” which has been a hobby of hers for quite some time now.
“I’ve dreamed about this for so long. It’s a massive hobby of mine – I’ve always compulsively made lists of everything: my favorite places to eat, my favorite places to stay. Honestly, if I were to show you the Notes app on my phone right now…”
Service95 is described to be a weekly newsletter featuring recommendations personally chosen by Dua.
“All my friends and family, wherever they travel in the world – even if they’re just there for one night – they’ll text me to ask what they should do. I’m their go-to person for recommendations.”
Service95 will “allow those outside Dua’s inner circle access to that same insider knowledge she’s acquired as one of the biggest – and most well-travelled – superstars on the planet,” Vogue wrote.
Dua is also mending this new project with her non-profit organization the Sunny Hill Foundation, which recently opened up a kindergarten in her parent’s native town of Kosovo. Service95 will be used as a platform to shine the spotlight on inspiring figures and the causes that Dua feels passionately about.
“For young people, looking at the news can be quite intense. You want to help but you don’t really know how to help. I want to help give young people the tools to make a difference.”
She’s not just stopping there either, Dua announced that along with the newsletter the project will also involve a podcast called At Your Service, which is described to have a wide variety of guests, including activists and some of Dua’s most famous friends.
“It’s very interesting being on the other side of the interview! All the guests I’m speaking to have very inspiring stories, and hopefully [as listeners], you will learn something about yourself,” she says.
“Providing a platform for grassroots voices, or breaking down pressing issues in an accessible way, that element is really important to me. I’ve always believed that being of service is my mission in life. The whole idea is sharing information and helping each other.”
“Subscribers can look forward to an artfully curated mix of think pieces, travel tips, and advice. 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,” Dua explained.
“I want to be able to experience things, I don’t want to go to an amazing city and stay inside my hotel then leave and just say that I’ve been there. That has always been a massive thing for me. No matter what, I’ll make an effort to do something fun, and now I hope I can inspire others to do the same.”
Eric Mastrota is a Contributing Editor at The National Digest based in New York. A graduate of SUNY New Paltz, he reports on world news, culture, and lifestyle. You can reach him at firstname.lastname@example.org.