March 31, 2025 |
Dressing the world’s biggest musicians is no small feat, yet the stylists featured inside 10 Magazine Issue 74 make crafting superstar fashion perfection look like light work.
Nayaab Tania, menswear fashion stylist and image consultant
Tania is a tastemaker extraordinaire. Currently exclusively working with Central Cee and Lil Baby, she’s also the founder of the innovative 9inety6ix agency, a 360-degree company that covers image consultancy, creative direction, styling, personal shopping and brand partnerships for its talent, among them D Block Europe, Fredo, Krept and Konan, and the footballers Jack Grealish and Marcus Rashford. If you want to look good, you know who to call.
What place does fashion have in music today?
A huge part, as it shapes an artist’s whole image and identity. Having style and wearing certain clothing is an expression [of self] and this is so important for an artist. I believe looks featured in music videos and on stage can either make or break a performance. [Wearing] the right tones in a look can elevate a performance and leave a lifetime memory for fans. Some of the most iconic music videos from the ’90s are still being replicated today and they can’t get it exactly right, which just shows how impactful style can be decades later. Even the biggest fashion houses are collaborating with artists worldwide for campaigns, realising they need to be culturally intouch. An example would be Travis Scott walking for the Vetements show last autumn.
How do you work with an artist to build their image?
I refine each client’s personal style, unless they want a full change. I typically share mood boards and a vision for how I see their style evolving over the next few months, gradually guiding them. Eventually I get to a stage where they fully trust me to pick out looks with no feedback.
Nayaab wears jeans by JEANIUS BAR ATELIER, shoes by SAINT LAURENT, bag by HERMES
What’s been your proudest image-making moment with an artist?
It has to be the custom Denim Tears looks for Central Cee for his album artwork and press shoot for his [debut] Can’t Rush Greatness. His campaign colours are rose gold, so I worked closely with Tremaine [Emory, founder of Denim Tears] and his team on incorporating rose gold rhinestone detailing on all the custom looks. Cench and his team loved them all so much.
What’s the most rewarding thing about your job?
Probably seeing my ideas and vision come to life. I recently designed five looks with MISBHV for Lil Baby and I had full creative direction and freedom. Being able to design with such an amazing brand and then believing in my vision is rewarding in itself.
What’s the toughest thing about your job?
I’d say having to make do with certain looks from brands when there is only one sample set and it’s already booked out. Typically, designers have one sample set, which are the looks from runways for the next season, and stylists usually have to share these across clients and editorial shoots. It’s always better to use unreleased looks and sometimes you have to, especially for editorials and covers, so it can be annoying when a look you want is being used internally at the brand or someone else has it.
What’s your favourite getting-ready track?
I Know? by Travis Scott.
What fashion item gives you the ick?
Skinny jeans!
How do you measure success?
Comparing yourself to yourself only and having the freedom and independence to manage my own business. Being able to do something I love every day and having an inspirational impact on young creatives and comparing myself to my past self.
Tour looks or red carpet dressing – which to do prefer and why?
Tour looks for sure, as I love working on custom with designers and I feel like I can be the most creative. Red carpet tends to always be a smart, tailored vibe. It feels restricted, as I prefer not to work from a brief. Also being on tour and visiting different cities is so much more fun.
Taken from 10 Magazine Issue 74 – MUSIC, TALENT, CREATIVE – on newsstands now. Order your copy here.
Portrait courtesy of Nayaab Tania.
STYLE COUNCIL
Creative Editor GARTH ALLDAY SPENCER
Text CLAUDIA CROFT
Make-up FLO RIFF using CHANEL BEAUTY
Fashion assistant GEORGIA EDWARDS
Production SONYA MAZURYK
