In partnership with Nike, we asked stylist Jagi Nelson to create looks featuring the LD-1000
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.
Stylists often shape the way we see fashion before the designers do, quietly steering the mood, the references, and what ends up in our wardrobes. But it’s not often we get to see the camera flipped onto them. For the latest iteration of Nike’s Style By campaign, we’re spotlighting the people behind the scenes who actually move the needle. The stylists who shape the moodboards, build the looks, and quietly set the tone for what’s next. For this latest drop, Nike handed over the LD-1000 and Shox R4 to five stylists across Europe, inviting them to put their own spin on two of the brand’s most enduring silhouettes.
One of those voices is Jagi Nelson. A recent Central Saint Martins graduate, she’s already working as a junior designer and has a growing rep for her instinctive, off-kilter approach to fashion. Her styling practice started on the other side of the camera, modelling, but it was the energy of the styling team that pulled her in. “I always loved going off to see the stylist and looking at all their pulls, even if it wasn’t my look,” she says. “I was just happy being around it.”
Below, she speaks to us about her first-ever pair of Air Max 90s, putting Pre-Raphaelite muses in Prada, and her favourite fashion rules to break.
Could you tell us a bit about yourself and your background?
Jagi Nelson: I graduated from fashion design at Central Saint Martins last year and started designing womenswear. Before that, I was consulting and styling at Lucila Safdie.
When did you decide to get into styling? What first intrigued you about the profession?
Jagi Nelson: I got into styling through modelling. I always loved going off to see the stylist and looking at all their pulls, even if it wasn’t my look. I was always really happy being around those teams and the energy on set.
What’s a fashion rule you love breaking, and why?
Jagi Nelson: White, cream, and yellow is one of my favourite colour combinations. Any visually jarring colours or textures excite me a lot.
How do you incorporate accessories or specific products into a signature styling moment?
Jagi Nelson: I usually build an outfit from the shoes up, as my mum raised me to be a shoe lover, I can never say no to a new pair of shoes. Whether the look contrasts or plays into the trope of the specific shoe, it grounds the whole outfit.
In a fast-paced industry, how do you stay inspired and avoid creative burnout?
Jagi Nelson: I just know that I love shopping and will always end my day on eBay. As long as I have the obsession to hunt for beautiful and bizarre clothes, I’m happy.
Can you recall your earliest memories of Nike?
Jagi Nelson: When I was a girl I was really into cross-country running. At my school, your trainers had to be white, but I had this pair of black Nike Air Max 90s. I was wearing them on the first day I raced, the first time I won. They let me wear whatever coloured trainers I wanted after that. My mum even got a pair to match.
What was your favourite part of being on set for this project?
Jagi Nelson: I was really happy to get to spend the day with Clara, we met a long time ago (she was styling me). It’s so nice to hang out with a fellow stylist whose work you love.
Who are your style icons, past or present, and how do they influence your creative direction?
Jagi Nelson: Always Anita Pallenberg and Keith Richards. I love the way they consumed every aspect of each other, even down to their wardrobes. Their style, to me, is like a visual diary. When you’re travelling and collecting pieces from all over the world, they become a record of your life. I’d rather have a piece of clothing than a postcard or fridge magnet.
If you could style anyone in the world, dead or alive, who would it be and what would you put them in?
Jagi Nelson: I’d love to dress Bill Nighy in Stefan Cooke. Or any Pre-Raphaelite muse in Prada.