Daniel Diamond, a Western lifestyle fashion brand known for fringe jackets and rhinestone cowboy hats, has signed with CAA for representation.

The Nashville-based company, led by veteran celebrity stylists Daniel Musto and Lani Lupton, will look to the Hollywood talent and sports agency to expand their brand across media and entertainment platforms via content, licensing and partnership deals. The Daniel Diamond brand has been worn by celebrities like Beyonc, Shania Twain, Dolly Parton, Jelly Roll, Gwen Stefani, Cardi B, Carrie Underwood and Kacey Musgraves at concerts and in music videos to help build buzz around the clothing line. Founded at Stagecoach Festival in 2019, Musto and Lupton launched Daniel Diamond by customizing vintage Levis, Wrangler, Harley Davidson jackets and other garments with hand-applied rhinestone fringes to stir viral attention from festivalgoers, artists and talent management.

Daniel Diamond then expanded into a seasonally refreshed product line with fringed jackets and vests and accessories like cowboy hats, scarves and necklaces. Musto before Daniel Diamond was a host and appeared across the E!, Entertainment Tonight, Extra, and The Insider series to discuss celebrity styling.

Lupton earlier founded two fashion brands and spent 18 years celebrity styling at Ron Herman Malibu. Daniel Diamond opened a flagship retail location at Nashville International Airport in July 2025 and has another retail and creative studio space set for the citys Wedgewood-Houston neighborhood.

Another priority is scaling retails sales from platforms like Instagram, TikTok, WhatNot and Amazon. Musto and Lupton also closed a partnership with Toyota to hand-rhinestone a Tundra pickeup activation for the Super Bowl and Stagecoach Festival.

Daniel Diamond is also selling its rhinestone boots and jacket collections through Neiman Marcus, Anthropologie, Boot Barn, Nordstrom, The Four Seasons and LoveShackFancy.