Mysterious poster campaign also in Berlin

The campaign began on December 27, 2025, when Styles surprisingly released an eight-minute video on YouTube titled “Forever, Forever.” The video shows footage from the last concert of his Love On Tour tour in July 2023 in Reggio Emilia, Italy. Fans prepare for the show and express their sadness over the end of the tour as Styles performs an unreleased piano ballad.

At the end of the video, the words “We Belong Together” appear – a slogan that is now the centerpiece of a global poster campaign.

Cryptic posters with this lettering have appeared in major cities such as New York, Manchester, Palermo and São Paulo – as well as in Berlin.

A parallel website was launched, which is copyrighted by Sony Music Entertainment, the parent company of Styles’ label Columbia Records. Fans can sign up there for updates and join a “HSHQ” (Harry Styles Headquarters).

Berlin is the focus of Harry Styles

Berlin plays a special role in Harry Styles’ recent history and current campaign. He was spotted again and again in the city – sometimes in Berghain and sometimes more or less incognito in various places. In May 2025, the media reported that the star had bought a property here. In September 2025, the pop star made headlines when he took part in the Berlin Marathon under the pseudonym Sted Sarandos and achieved an impressive time of under three hours.

The new album could even have been created in Berlin: it would be fitting that Harry Styles was repeatedly photographed in front of the Hansa studios. And: The singer was seen with the music producer Kid Harpoon, among others. He, in turn, had already co-produced Styles’ last album “Harry’s House”.

Now Berlin is in focus again: One of the mysterious posters from the “We Belong Together” campaign has appeared here and carries the additional message “let the light in”. This phrase could be a song title or lyric from the upcoming album, which has led fans to wildly speculate about the content of the new music. In addition to “let the light in” in Berlin, “it’s all waiting there” in Naples and “here we go again” in Manchester can be found.

Styles fans also see a deeper meaning in the logo with twelve arrows emanating from a circle: They speculate that the album could contain twelve tracks.

This type of cryptic communication is typical of Styles. He launched a similar teaser campaign ahead of the release of “Harry’s House” in 2022.

During his musical break, the 31-year-old did not remain idle: in addition to his marathon runs, he was spotted at the announcement of the new Pope in St. Peter’s Square and spent Christmas in his native Cheshire.