My Dress-Up Darling has established itself as a popular seinen romantic comedy with some slice-of-life elements woven into its dazzling cosplay sequences and its naughty fan service. That latter topic is the single biggest topic of discussion for My Dress-Up Darling, and not just because fan service is popular and fairly controversial.

All things considered, fans may praise My Dress-Up Darling as an example of fan service done right, given its relative restraint and the context for that kind of PG-13 content. For most anime series, fan service is not truly required and is just thrown in to please certain fans, hence the name. Still, if an anime is built around some inspiring themes of intimacy and positive self-image, then fan service can actually mean something substantial, and this is exactly what makes My Dress-Up Darling more than an excuse to see an attractive female lead disrobing over and over.

My Dress-Up Darling is About Opening Up to Other People

Marin and Wakana Can Trust Each Other With Their Intimate Sides

Image by CloverWorks.

Fan service is a bad trope in anime when it’s done for cheap and superficial purposes. Experienced anime fans have seen that happen more than a few times, with characters — typically female ones — exposing themselves by accident in mishaps that don’t even need to happen. When it’s handled like that, fan service is easily recognized as the shallow, gratifying tool that it is, which is often criticized as problematic. However, fan service can be done right, if the intentions are good from the outset. It doesn’t often happen, but it is always possible for fan service to be a proper narrative tool with something worthwhile to say. This is what makes My Dress-Up Darling such an unusual and charming gem of an anime — one that turned fan service into something undeniably positive for all.

At a glance, anime fans might think the fan service in My Dress-Up Darling is the worst part of the anime. By skimming a few episodes or seeing online fan art of screenshots, the fan service may seem like an excuse to tear the clothes off the attractive genki girl Marin Kitagawa so male viewers can salivate over her exposed body. It seems like yet another anime that crudely draws fans in with the widely recognized concept of “sex sells,” but the fan service in My Dress-Up Darling is actually much more than that. If the fan service really is the only thing a particular viewer wants to see, that’s a reflection of the viewer’s own desires, but My Dress-Up Darling has more to offer for fans who want a proper story. One of those things is the heartfelt theme of opening up to another person in intimate ways.

Related Romance Fans Are Totally Missing This 2025 Hidden Gem Office Romance Anime I Have a Crush at Work is a criminally underrated romance anime of 2025 that should be on the watchlist of every office romance lover.

More specifically, Marin and Wakana Gojo each have a side to themselves that they won’t show just anyone. They will only reveal these intimate sides of themselves to someone they trust and respect, someone who they know feels the same way about them in return. Marin knows she is an attractive and popular girl everywhere she goes, but she will not disrobe in front of just anyone without a good reason. For most people, Marin is simply a friend to hang out with, and they won’t get to see her most intimate side, even if Marin is a cheerful and easygoing person. Through fan service, Marin visually proves that she trusts Wakana deeply as a friend, and that is heartwarming and inspiring to see. Marin feels safe exposing her body to a boy her age, knowing Wakana would never betray that trust or make an unwanted advance on her.

Meanwhile, Wakana’s own secret intimate side is his love of hina dolls, a hobby he can’t explain to just anyone. His female cousin once harshly mocked him for loving hina dolls, and Wakana has been hiding that hobby ever since. So, it’s highly meaningful when Wakana shares that side of himself with Marin, a girl who would never mock Wakana for being a doll-loving boy. It’s emotional exposure on Wakana’s part, a fine counterpart to Marin’s physical exposure. Each of them feels safe showing the other their true selves, either emotionally or physically, and that is the true foundation of their strong friendship. Whether or not that bond turns romantic, and no matter how successful or not the cosplaying is, it’s a huge personal win for both parties — a win that partly relies on conventional fan service to sell the idea to viewers.

Marin Is Comfortable Showing Off Her Body

Good Fan Service Is Rooted in the Character’s Own Attitude

Close

A major question in the anime community is: can fan service actually be done right? Anime like My Dress-Up Darling make it seem easy to use this sexually charged trope the right way, such as with the theme of reciprocal intimacy. However, not all anime series will have that context, so anime fans must consider another layer to this topic. The question isn’t how much skin the character is showing or in what context, or even what the other characters think when they can see someone else in physically intimate ways. One of the most critical factors is also the simplest: what the object of fan service thinks about it.

In itself, showing off some skin or being seen in a state of undress isn’t a terrible thing. It’s all about the character’s own intentions or self-perception, and that can lead to anything from a hugely embarrassing mishap to a moment of proud self-confidence, or anything in between. This factor, more than almost any other, will dictate whether a scene of fan service is erotically innocent or downright predatory and creepy, because no one’s opinion matters more than the subject of the fan service. When fan service is done wrong, that nearly always involves the subject being uncomfortable with what is happening. They feel violated just from everyone’s eyes on them, and they wish it had never happened.

Related MHA: Vigilantes Must Avoid the Obvious Romance Brewing Its Main Character Although My Hero Academia: Vigilantes’ latest episode opened up the door for a new romance, it might not be in the series’ best interest to pursue it.

Examples are many, such as a male character wandering into the girls’ baths by mistake and getting an eyeful of the occupants, or a girl tripping and falling, only for her undergarments to be revealed for all to see. This type of fan service is undeniably predatory, whether the other characters are getting an eyeful by mistake or on purpose, simply because the subject doesn’t want to be seen that way. The character’s intimacy is being exposed, but not on their own terms. Conversely, if a character wishes to show off their body and be seen in an erotic light, then the situation is turned on its head. Now, the fan service can actually be rather inspiring while saying something positive about the character who wishes to show themselves off that way. It can be anything from body positivity to romantic and/or sexual intimacy with another character, which may be a substantial part of the character’s arc.

My Dress-Up Darling nearly always takes the latter route with Marin and her fan service. Marin’s frequent exposure in revealing bikinis or undergarments not only shows the trusting nature of her friendship with Wakana, but also says much about Marin’s confidence. She is an attractive girl who knows her worth, both on the inside and outside, and the fan service focuses on her outer worth. It may take more than a pretty face and body to be a worthwhile person, but it’s a start, and it makes sense in the context of taking measurements for a Shizuka-tan costume. Even if Marin is setting the standards quite high with her conventionally attractive body, the point remains that people can feel incredible about themselves when they’re ready to show off their physical appeal with someone they can trust. It’s empowering on a level Marin clearly enjoys.

On a somewhat related note, My Dress-Up Darling has the benefit of sheer relevance for the fan service scenes. Other anime may have the benefits of mutual character trust and confidence with one’s own body, but the fan serice may still feel rather forced in many contexts, which can cheapen it somewhat. Even in a token beach episode, it may feel like the fan service is thrown in just because it’s what fans want. Meanwhile, My Dress-Up Darling is entirely about cosplay, and that inevitably means the anime will focus on Marin’s body, often in a state of undress. That’s a simple yet effective context to make what’s often a bad anime trope into something substantial for the story, and anime fans know exactly what they’re getting into when they hear a title like My Dress-Up Darling.

In the twenty-first century, social media platforms have amplified the influence of public figures on individuals’ thoughts, emotions, and decision-making to unprecedented levels. One outcome of this media-saturated environment is the rise of parasocial relationships, one-sided, non-reciprocal bonds people form with celebrities, influencers, or other media figures they follow online. These relationships are characterized by perceived intimacy and constant access to the public figure’s life through platforms such as Instagram, TikTok, or YouTube. Fans may feel a deep personal connection to a favorite influencer, even though the celebrity is typically unaware of their existence. Social media blurs the line between reality and illusion by enabling real-time interactions that create a impression of mutual engagement despite the fundamentally unidirectional nature of the exchange. It is worth noting the distinction between parasocial interactions and parasocial relationships, where the former refers to brief one-off interactions (e.g., commenting on a life stream) that not need to develop into a lasting sense of relationships, while the latter refers to relationships that can persist in the absence of direct interaction1,2,3.

Horton and Wohl1, who first conceptualized parasocial relationships, identified three core features that define these relationships: friendship, understanding, and identification. Friendship in this context refers to the audience’s perceived mutual connection with the media figure, a feeling of intimacy, affection, and even reciprocal appreciation, despite the relationship being entirely one-sided. This sense of friendship is cultivated through repeated exposure; over time, fans come to believe they share a close bond with the celebrity as they learn about the figure’s life and personality. Understanding denotes the fan’s belief they truly know the media figure on a personal level. Followers accumulate knowledge about the celebrity’s values, habits, and motivations, reinforcing an illusion of intimate familiarity. Identification involves internalizing the celebrity’s attitudes or behaviors and seeing the media figure as aspirational versions of oneself. Through identification, fans develop a psychological attachment and loyalty to the figure, adopting similar viewpoints or lifestyle choices in the process4. Together, these three features help explain how viewers can feel genuinely connected to someone who does not reciprocate that relationship.

Parasocial relationships are further reinforced by social-cognitive processes. Audiences actively attribute traits, motives, and emotions to the media personalities based on the content those figures share. For instance, a television presenter who consistently smiles and exudes positivity might be perceived as friendly and optimistic by viewers. In the digital era, influencers enhance this effect by sharing personal details in daily updates, behind-the-scenes moments, or engaging directly with followers in comments or live sessions, making themselves appear authentic and relatable. These perceptions build a sense of familiarity and trust. Individuals are more inclined to form and engage parasocial bonds with media figures whom they consider similar to themselves in values, beliefs, or experiences. When a public figure is seen as genuine and realistic in their self-presentation, it strengthens the audience’s feeling of closeness and emotional investment5. On the behavioral side, fans often express their parasocial engagement through action such as “liking”, sharing content, or commenting. Interactions that give a momentary illusion of mutual connection with the media figure, even though they address a mass audience6. Media figures encourage these behaviors by posting content that feels personal (e.g. behind-the-scenes updates, candid stories), which invites followers to respond and thus deepens the follower’s sense of involvement.

In this context, the formation and maintenance of parasocial bonds have been examined through multiple theoretical lenses. For instance, Cole and Leets7 explored the development of parasocial relationships through three key relational theories. The uncertainty reduction theory (I) posits that parasocial relationships evolve as uncertainty about the other person decreases, thus fostering trust and predictability. As viewers gain a better understanding of a celebrity’s behavior, their liking and attachment often increase. The personal construct theory (II) suggests that individuals use cognitive schemas and past interpersonal patterns to interpret and evaluate figures, creating a subjective sense of familiarity and knowledge. Additionally, social exchange theory (III) highlights the cost–benefit analysis in parasocial relationships, where users perceive high emotional rewards and low relational costs when engaging with media personalities. These theories collectively provide a framework for understanding the multidimensional formation and maintenance of parasocial relationships, particularly within online communities8.

Hence, understanding the multifaceted nature of parasocial relationships and their impact on individuals’ emotions, behaviors, and decisions requires robust measurement tools. The Multidimensional Measure of Parasocial Relationships (MMPR), developed by Garcia, Björk, and Kazemitabar6 (see Table 1), was specifically designed to address this need. Grounded in the multidimensional model of attitudes, the MMPR provides a comprehensive framework to assess the Affective, Behavioral, Cognitive, and Decisional dimensions of parasocial relationships. These dimensions reflect not only how individuals feel, think, and interact with media figures but also the extent to which media figures influence their daily decisions. The development of the MMPR involved rigorous psychometric evaluations, including exploratory factor analysis (EFA), confirmatory factor analysis (CFA), intern consistency testing, correlation analysis, and structural equation modeling (SEM). EFA supported a four-factor structure, and CFA identified the bifactor model with correlated factors as the best fit for the data, although adjustments to specific items, such as item 16 (”I happily follow different tips and advice that the social media figure shares because I feel I can trust his/her knowledge about these things.”) within the Decisional dimension, could further refine model fit. The MMPR demonstrated strong internal consistency, with Cronbach’s alpha values ranging from 0.66 for the Behavioral dimension to 0.75 for the Decisional dimension, and an overall alpha of 0.85. The more precise ordinal alpha values further underscored its reliability: 0.90 for Affective, 0.95 for Behavioral, 0.90 for Cognitive, and 0.88 for Decisional dimensions, with a robust 0.93 for the total score. Research utilizing the MMPR has shown that higher engagement in parasocial relationships is associated with lower self-esteem. This relationship is mediated by a positive relationship with social comparison, emphasizing the impact of these relationships on self-perception. These findings align with previous research9,10,11,12, thereby supporting further the MMPR’s validity and the multidimensionality of parasocial relationships. However, the MMPR has only been validated in the Swedish cultural context.

Table 1 The Multidimensional Measure of Parasocial Relationships (MMPR)1 in English and Polish. Full size table

Parasocial relationships are multifaceted in their outcomes as well, capable of conferring benefits but also posing risks for individual well-being. On the positive side, parasocial bonds can provide a sense of social support and companionship, particularly for individuals who experience loneliness, social isolation, or a lack of close real-world relationships. Engaging with a favorite media figure can offer emotional comfort and opportunities for second-hand emotional expression, which may bolster psychological resilience and contribute to improved well-being. Moreover, media figures often serve as role models or sources of inspiration. By observing and admiring influencer’s attitudes and behaviors, fans might adopt healthier habits or more positive outlooks; for example influencers who speak openly about mental health or personal challenges can reduce stigma and encourage followers’ personal growth. Parasocial engagement can also foster a sense of community belonging. Fans who follow and interact around the same celebrity may feel part of an implicit community, and exposure to diverse media figures can even diminish prejudice, a phenomenon akin to an online parasocial contact hypothesis, wherein seeing the world through a beloved figure’s perspective increases empathy, inclusivity, and acceptance of others13.

On the other hand, excessive or maladaptive engagement in parasocial relationships may have adverse consequences. Some individuals withdraw from real-life social interactions in favor of online engagement, immersing themselves in parasocial relationships or virtual communities to the extent that interferes with their offline life. This preference for online socialization over face-to-face interaction can be a contributing factor to problematic Internet use14. For example, a meta-analysis showed that excessive Internet use has a significant negative impact on overall well-being, encompassing lower life satisfaction, compromised psychological well-being, and reduced self-esteem15. Similarly, recent research16 has found negative associations between problematic Internet use and various quality-of-life indicators (e.g., daily functioning, life satisfaction, and the psychological dimension of quality of life). Thus, an overreliance on one-sided online connections, including parasocial bonds, may coincide with declines in mental health and happiness. Furthermore, parasocial attachments can lead to neglect of real-world relationships. If someone comes to depend on social media and celebrity content as their primary source of emotional fulfillment, they might invest less effort in reciprocal, offline relationships. This displacement can erode social skills or deepen feelings of isolation in the long run. Another potential pitfall is the idealization of media figures. Celebrities often curate the best parts of their lives online, which can set unrealistically high expectations for what relationships or life in general should be like. Followers who compare their own lives to these idealized portrayals may experience dissatisfaction or feelings of inadequacy17. When the realities of ordinary relationships don’t measure up to the seemingly perfect connection a fan imagines with a celebrity, this disillusionment can increase social disconnection and unhappiness. In extreme cases, devotion to a parasocial bond can even become obsessive, crowding out other activities or relationships, a pattern noted in studies of celebrity worship and Internet addiction. Balancing these perspectives, it is also recognized that not all Internet use or parasocial engagement is detrimental. Moderate, intentional use of online platforms can have a practical and well-being benefits. For instance, using the Internet to access useful information, self-improvement resources, or to maintain long-distance friendships has been associated with greater efficiency in daily tasks, personal development opportunities, and improved quality of life and well-being18. In summary, parasocial relationships can yield both positive psychosocial benefits and negative consequences, depending on how individuals engage with them and in what context. This duality underscores the need to better understand who engages in parasocial bonds and how such engagement relates to well-being and other psychological factors.

One particularly salient aspect of parasocial relationships engagement is its emotional component. By their nature, parasocial relationships involve a great deal of emotional investment from the fan’s side. Researchers have noted that both positive and negative emotions serve distinct functions in strengthening these one-sided bonds. When media figures share positive emotions, such as joy, excitement, and enthusiasm, it tends to foster approachability and warm, making followers more drawn to them. Expressing positive emotions increases an influencer’s appeal and helps audiences feel a joyful connection, thereby facilitating the formation of parasocial bond. In contrast, when media figures open up about negative emotions or personal struggles (e.g., sadness, anger, frustration), it can deepen fan’s sense of trust and intimacy. The willingness of a public figure to display vulnerability signals authenticity and sincerity, which fans often respond to with increased loyalty and feeling of closeness. In traditional interpersonal relationships, sharing negative emotions is a hallmark of close friendship or intimacy, and similarly, in parasocial contexts it can strengthen the perceived bond by making the relationship feel more “real” and safe for the fan. However, this dynamic hinges on authenticity. Inauthentic or contrived emotional displays, for instance, a virtual influencer (i.e., a computer-generated persona) feigning sadness, may create a sense of dissonance and actually weaken the parasocial connection19. Audiences are adept at sensing when a media personality’s emotional expression is genuine, and violations of that trust can lead to cynicism or disengagement. These insights into emotional exchange highlight why an individual’s own emotional well-being might be intertwined with parasocial engagement. If parasocial interactions provide a outlet for feeling joy or a comfort for dealing with sadness, one might expect that a person’s levels of positive and negative affect are related to the intensity of their parasocial relationships. Accordingly, the present study included measures of emotional well-being (both positive and negative affective experiences) as part of the convergent validity assessment, to examine how parasocial relationship engagement correlates with individuals’ emotional states.

In additional to emotional factors, certain underlying cognitive–behavioral patterns may predispose individuals to seek out parasocial connections. In particular, the concept of early maladaptive schemas offer a theoretical framework for understanding why some people might favor the safer, controlled world of parasocial relationships over traditional relationships. Early maladaptive schemas are broad, enduring negative patterns in thinking and feeling about oneself and one’s relationships, typically formed in childhood or adolescence due to unmet emotional needs or adverse experiences20. These schemas shape how people interpret social situations and regulate their emotions21,22. For example, a person with a strong abandonment schema lives with an intense fear that loved ones will desert them; similarly, someone high on defectiveness/shame believes they are fundamentally unlovable or will be harshly judged if their true self is revealed. Such individuals often experience anxiety in interpersonal contexts, expecting rejection or humiliation. When an activating event occurs; say, being excluded by peers or experiencing a breakup, it triggers acute negative emotions, like loneliness, panic, or shame, that are difficult to cope with. To protect themselves, individuals with these schemas may try to avoid situations that could lead to rejection or emotional pain, which often means withdrawing from face-to-face social interactions23. Parasocial relationships can become an appealing alternative for these individuals. Engaging with a media figure provides a sense of connection and social safety without the fear of abandonment or ridicule, since the relationship does not require the person to risk vulnerability with a real partner. In essence, parasocial bonds offer control because the fan can engage or disengage on their own terms, and the media figure will never directly reject them. Consistent with this reasoning, problems in real-life interpersonal relationships have been empirically associated with higher endorsement of certain maladaptive schemas, specifically those related to disconnection and rejection.

Five early maladaptive schemas in particular, often categorized in the “disconnection/rejection” domain, stand out: emotional deprivation (the expectation that one’s need for affection will never be met), abandonment/instability (the expectation that relationships are fragile and people will leave), defectiveness/shame (the feeling of being flawed and unworthy of love), social isolation (feeling fundamentally alone or different from others), and mistrust/abuse (expectation that others will hurt or take advantage). Individuals who strongly harbor these schemas tend to struggle maintaining healthy relationships, often feeling insecure or anxious with others24,25. As a result, they may preferentially turn to alternative, non-reciprocal relationships that do not require direct interaction in the real world. Parasocial relationships and other online relationships fit this description, as they allow one-sided engagement where the person has greater control over the intensity and timing of interaction, and no risk of personal rejection. In line with previous research on interpersonal difficulties, we focused on these five schemas as potentially relevant to parasocial engagement, while excluding other schemas (such as approval-seeking or unrelenting standards perfectionism) that are less directly tied to attachment and were not found to be significantly related to interpersonal problems in prior studies26,27. By examining these cognitive schemas alongside parasocial relationship measures, the study can test whether those who form strong parasocial ties indeed exhibit the predicted underlying social-cognitive vulnerabilities. The inclusion of both emotional well-being indicators and maladaptive schema measures for convergent validity is intended to provide a richer understanding of how parasocial relationship tendencies connect with users’ psychological profiles. We anticipated, for instance, that higher parasocial engagement would correlate with higher levels of the five aforementioned schemas (i.e., indicating more interpersonal insecurities) and with particular patterns of emotional experience (e.g., possibly higher loneliness or negative affect, although parasocial comfort might also associate with slightly lower distress, as discussed earlier). Clarifying these links is not only theoretically interesting but also important for assessing the construct validity of how researchers measure parasocial relationships in different cultural contexts.

The cultural context of Poland, provides a timely and relevant setting in which to study parasocial relationships. Social media use in Poland has surged in recent years, and influencers have become prominent figures in the social landscape. For example, voices of people with disabilities who act as influencers on Polish social media are now making significant impact in public discourse. By sharing their experiences and advocating for accessibility in various tourist destinations, these influencers have built large followings and are influencing societal awareness and industry practice28, a role that arises through parasocial mechanisms of trust and identification with their audience. More broadly, contemporary Polish culture, much like Western culture, increasingly values authenticity and honesty in online content creators. Some researchers have noted a shift in consumer culture away from highly curated, “idealized” influencer images and toward more humanized and realistic portrayals of life29. Influencers who are perceived as genuine, relatable, and capable of building friendly relationships with their followers tend to be more successful in engaging Polish audiences. This trend underscores that parasocial relationships in Poland may hinge on similar factors (e.g., perceived authenticity and intimacy) as in other countries. The influence of influencers is not only social but also economic, their credibility and close parasocial connections with followers make them highly effective in marketing. Polish marketing research shows that campaigns involving popular influencers yield better results than traditional advertising, precisely because followers feel a personal bond and trust with the influencer. Indeed, Poland’s top influencers have turn parasocial capital into substantial financial gain, those with over a million followers can earn on the order of tens of thousands of zlotys per month30. These influencers have become symbols of success and aspiration for many young Poles, further fueling the cycle of followers investing emotionally in parasocial ties with them30. Despite the prominence of social media figures in Polish culture, there is little scientific information about the nature of parasocial relationships in Poland. Researchers and practitioners lack of a dedicated tools to measure parasocial phenomena among Polish users, making it difficult to investigate what motivates people to form these one-sided relationships and what effects such relationships might have in this cultural context. This gap highlights the importance of cross-cultural research and the adaptation of existing measures of parasocial engagement for use in Poland.

During the recent Boardroom Talks Live in partnership with FanDuel, where Kevin Durant shared some simple words of wisdom for the 2025 NBA Draft Class, the future Hall of Famer also delved into another topic that he knows oh so well: Social Media and fan interactions.

Advertisement

Speaking with host Kay Adams, Durant spoke candidly about the highs and pitfalls of Social Media interactions. “Now you might just check your mentions and might see me in there, too. I’m just everywhere. You gotta watch out for me,” he said, stating that no one is safe from a Kevin Durant reply.

Durant is widely known to be one of the most active athletes on Social Media, especially on X. Durant has an uncanny willingness (to say the very least) to engage directly with fans, often responding to criticism and defending himself, sometimes engaging in heated exchanges (especially when he has something to say about Stephen A. Smith).

When Adams asked about the difference between in-person interaction and what you see online, Durant smiled and fired back. “They’re way tougher online. It’s cool to have that persona when you can just put your inner thoughts out there with no consequences. But when you see me up close, it’s a different deal.”

He doubled down with a smirk: “And now you might check your mentions and see me in there, too.”

Durant, who was recently traded to the Houston Rockets, has never shied away from confrontation on X. He’s even admitted before that sometimes he’s just matching energy. “I’m just holding people accountable on X/Twitter, and they enjoy it,” Durant said. “It’s a part of the fan and player experience. They get to get heckled by me.”

Durant believes the line between athlete and fan has become thinner due to two factors: social media and sports betting. “Most definitely. Social media is probably the biggest factor, and now sports betting,” he said. “It’s made us more accessible and made that relationship more intimate between the player and the fan.”

That intimacy has shifted expectations, dynamics, and emotions. Fans want in, and athletes are more visible — and vulnerable — than ever.

Durant acknowledged those emotional highs and lows that come with digital exposure. “There’s going to be days when they love you and hate you,” he said. “So it’s just all a part of the journey, and I appreciate having new outlets to get closer to fans.”

But this isn’t just a one-way street. Fans now expect transparency, and players feel the pressure to perform.

“Quite honestly, that holds us accountable as players, wanting to be on top of our game every day,” Durant said. “When you’ve got somebody always putting money on you, always wanting to see you do well.”

Harry Styles has been keeping a low profile so far in 2025, globetrotting in his little blue jacket – spotted outside the Vatican in Rome, running marathons in Tokyo, and strolling the streets of London. However, it now seems he’s been using his downtime to work on something rather different.

Meet Pleasing Yourself: the singer’s entrance into the ever-so-fun world of sexual wellness…

Earlier this week, fans went wild after Harry, 31, shared a rare Instagram story. While many were expecting the post to announce his comeback to music, the ‘As It Was’ singer actually teased a new drop for Pleasing – the lifestyle brand he founded in 2021. Harry reposted a cryptic Instagram reel from Pleasing’s account, showing someone placing a glass of milk on a table, before tapping something in morse code while a shocked woman listens in. The caption read, ‘For those playing at home,’ before teasing the details of a launch event taking place in New York.

©Pleasing

Clicking a link on the post, fans were then directed to a page ‘intended for individuals 18 years of age and older.’ ‘Something Pleasing, Coming Soon,’ the site read, adding ‘Not everything needs to be spelled out.’ The vibes were (quite literally) clear.

What is Pleasing Yourself – and is Harry Styles really selling vibrators?

After several sexual innuendos and much online digging, the brand has confirmed what we all thought: Harry Styles really is selling vibrators.

Pleasing Yourself’s first two products will include The Pleasing Lube, a premium, FDA-approved silicone lubricant, as well as The Pleasing Double-Sided Vibrator, developed in collaboration with sex educator and author Zoe Ligon.

What makes it double sided, you ask? Good question. It’s designed with a rounded head for external play, with the handle doubling up for internal play. Innovation at it’s finest.

©Pleasing

Revealing the news, Pleasing Yourself shared, ‘The expansion reflects a clear intention: to explore sexual wellness through a lens of emotional depth, cultural fluency, joy and pleasure, and genuine care. For Pleasing Yourself, this is not about provocation, trend-chasing, or prescription – it’s an invitation into a broader, more open conversation about sex as a space of connection, expression, and self-awareness for all.’

Adding that ‘pleasure is nothing to apologise for, that self-touch can be a love language, and that old rules haven’t always served us,’ they continue, ‘This is not a one-off drop or stunt. For Pleasing, it’s the start of a commitment to build products and experiences that treat pleasure and intimacy as a vital, meaningful part of life.’ Alongside the products, Pleasing Yourself will also be collaborating with Planned Parenthood to help educate the public about sexual health and wellness.

With the tagline ‘Please Yourself Like You Mean It,’ we’re more than on board with Harry’s latest venture.

How much will Pleasing Yourself products cost?

When the rumours first swirled, plenty of fans were quick to poke fun at the product’s expected price point. It’s no secret that Pleasing isn’t exactly a budget brand: one nail polish can set you back £18, while an 8oz candle costs £80.

‘Crowdfunding the Pleasing vibrator,’ joked one fan on X. Another tweeted, ‘The concept of someone not getting approved for a mortgage because they bought the Harry Styles vibrator on Afterpay.’

However, it turns out that Pleasing Yourself products may not set you back quite as much as fans first thought. The Pleasing Double-Sided Vibrator will cost $68 (£50), while The Pleasing Lube will retail for $25 (£19). Given some luxe sex toys can reach price points of £120+, Harry’s addition to the market seems to be a comfortable mid point. From tomorrow, both products will be available to buy from Pleasing.com. The good news is they do ship to the UK!

Ever since the rumours first swirled, fans were quick to share their thoughts on Harry’s sexual wellness foray. Taking to X (formerly Twitter), one wrote, ‘Me opening Harry Styles’ IG story expecting it to be about Love on Tour two years anniversary but I got pleasing vibrators instead.’

Another suggested, ‘The pleasing vibrator will have a setting that will vibrate to the rhythm of Harry’s next single.’

‘All my years as a One Direction fan have led me to this moment… I will be purchasing the Harry Styles vibrator,’ wrote one.

‘Harry Styles vibrator is the straight woman’s Sydney Sweeney bath soap,’ another said.

Some fans, however, would have rather had another album. ‘We didn’t ask for this, we asked for new music,’ wrote one. ‘Harry Styles releasing vibrators before heading to the studio and making hs4,’ added another.

Personally, this is a venture we’re well and truly behind – and this certainly won’t be the last we’ll see from Pleasing Yourself. If it’s good enough for Harry, it’s good enough for us.