In partnership with Nike, we asked stylist Simone Beyene to create looks featuring the LD-1000 – here, she tells us about her career journey and how she avoids creative burnout
NikeWelcome to Nike Style By – a new season of a campaign celebrating different styles and trends from creative cities across the world. In honour of the campaign, we have joined forces with Nike to spotlight five different stylists who are leading the way for a new generation of women in creative fields. Stay tuned here to find out more.
“I always had a love for clothes and how they make you feel, but also how they make others react,” says stylist Simone Beyene. Born and raised in Stockholm by a Swedish mother and Ethiopian father, completed a BA in Fashion Communication at Central Saint Martins in London before beginning her career as a stylist. Having always loved music videos, she was especially drawn to filmmaking throughout her degree. “Three minutes of communicating an artist through style – the clothes, hair, make-up and movement. It’s so fab!”
During her placement year, her friend Mabel (yes, that Mabel, of “Finders Keepers” fame) asked if she wanted to join her tour and help with styling. “I love the relationship between music and fashion, so during that year I learnt so much,” she says. “I knew I wanted to work as a stylist full time.”
She met another star musician – Olivia Dean – through a classmate, Jeffrey Thompson, who founded Checkout magazine. Thompson asked her to style Olivia Dean for a shoot, and the pair clicked immediately. Dean’s manager called her back a few weeks later and asked her to style the cover for her EP Growth. “Since then we’ve worked on everything together,” she says.
Beyene’s style icons include Diana Ross, Aaliyah, Neneh Cherry, Rihanna (“she can do no wrong”) and her dad. “He used to take me to Savile Row when I was young to show me how real suits were made.” She describes her personal style as “cool, relaxed and chic”, saying her day to day look is a uniform, but she also loves dressing up to go out.
As part of our partnership with Nike, we’re giving some of our favourite female stylists a challenge – tasking them to fashion an outfit around the LD-1000 and Shox R4 trainers (and you can check out the results of that here). Below, Beyene talks about her experiences styling for the stage, her love of jewellery, and her very first Nike memories.
How do you balance current fashion trends with staying true to your own aesthetic?
Simone Beyene: It’s always about if it feels good and if you think you look hot, that’s the key. I don’t know if I think of my personal style as an aesthetic. If I feel cool I’ll wear it. And I’d say the same goes for my clients. I think trends are super fun to play with but I don’t ever fully follow a trend. I like to take my own interpretation of it and adapt it to myself, or my client.
What role does storytelling play in how you style someone?
Simone Beyene: It plays a huge role! I always start with the music, or the titles of a project. From there it’s an ongoing conversation of how the sound should look.
What’s a fashion rule you love breaking, and why?
Simone Beyene: I don’t think fashion has any rules. Do whatever you want, as long as it doesn’t hurt anyone.
How do you incorporate accessories or specific products into a signature styling moment?
Simone Beyene: I love jewellery. On a day-to-day I wear the same necklaces and earring stack, but for an event I love to add my rings and I’m starting to wear more hats again this year. I’m a bit of a shoe fanatic... One could say I have too many, but can you ever have too many pairs? There’s so many days in a year! The Nike LD100 is perfect for running errands.
What has been your proudest styling moment so far?
Simone Beyene: Olivia Dean’s Glastonbury 2024 look. It was a custom Chopova Lowena dress, and there was a picture of her grandmother Carmen framed on her chest. When Olivia sang the song she wrote to her, and held her hand on her chest, it made me cry. Also her three Hammersmith Apollo shows, where Parnell Mooney made me three of the same look in different colours in a week. I love working with him, he’s honestly the best and can make anything happen! It was a strappy top with a massive taffeta skirt with some fab big drapes, and underneath was a mini skirt. All monochrome with matching tights and same colour shoes. And mid-show she ripped the big skirt off and ended the show in the mini skirt. It was such a fab moment!
In a fast-paced industry, how do you stay inspired and avoid creative burnout?
Simone Beyene: Remember to have fun and go out with your friends. In the last year I’ve also set proper working hours for myself. I start at 10 every day and finish around 6, and try to get everything done then. It doesn’t always happen, but I try. It’s helped me to balance my days so I don’t work 24/7 and next thing I’m so tired I can’t think. I think it’s about trying to work smarter, and take proper time off to be excited to work.
A no isn’t always a no forever ... So always be nice to everyone and there’s no harm in asking again!
Do you have an early memory of Nike?
Simone Beyene: I used to play basketball so my first memories of Nike was my dream of having Jordans. I think it could have been my 10th birthday. I got my first pair and it gave me so much confidence on that court. I may not have been the best player, but I looked the best!
What’s one piece in your closet (or kit) that you can’t live without?
Simone Beyene: Safety pins. They can help any outfit.
If you could style anyone in the world, dead or alive, who would it be?
Simone Beyene: Pam Grier would be iconic. She was everything to me growing up – Coffy and Foxy Brown are two of my favourite movies ever. I have the posters in my kitchen. I would love to dress her in Feben!
What advice would you give to emerging stylists who are trying to find their voice in the industry?
Simone Beyene: I’d probably say that it takes a minute, but if you want it, don’t give up! A no isn’t always a no forever. If a brand or client doesn’t wanna work with you, or can’t help you the first time you ask, it doesn’t mean they don’t want to work with you next time. So always be nice to everyone and there’s no harm in asking again! Also try to figure out what type of styling you like, because there’s lots of different fields within styling. Try it all and when you find what you like, you can refine!