Presented by Tequila Herradura
The sky’s the limit for Tequila Herradura. The tequila brand’s latest campaign, “Extraordinary People,” signals freedom of expression and the magic of leaning into unexpected experiences and environments through unleashed creativity. Made in partnership with Hypebeast, the brand’s co-created lookbook is a collaborative feat, bringing together the unique perspectives of LA-based photographer Mark Clennon, hairstylist Nikki Nelms and fashion stylist Danie Sierra. United, their respective disciplines celebrate the tasting ritual of Tequila Herradura. Each artist invites you to connect with colors, textures and natural landscapes inspired by the brand’s Herradura ULTRA and Silver labels and desert and tropical regions indigenous to agave.
Throughout the lookbook, vibrant, rich tones and lush fabrics are combined with organic materials like flower petals, moss and sand, inspired by landscapes across the Americas and the Caribbean. Blue and silver tones nod to Tequila Herradura’s brand identity while pops of pink, green and purple conjure images of island life. With a shoot closely rooted in themes of nature and authenticity, the collaborative process reveals each artist’s expertise in motion, from Mark Clennon’s documentary-style portraiture to Nikki Nelms’ intimate renderings of hair as spiritual armor, to Danie Sierra’s androgynous fusion of streetwear and high fashion. “Extraordinary People” celebrates abandoning the ordinary for new possibilities and embracing the beauty in static environments. In many respects, each artist aims to showcase expression as intrinsic to community and culture, as well as their mutual reverence for fostering creative exchanges through inspiration, vision, and, most importantly, identity. Drawing inspiration from the label’s heritage and campaign messaging, the collaboration ushers in fluid interpretations of how these natural landscapes transcend everyday experiences into extraordinary moments.
Mark Clennon, for instance, has worked with established editorial publications and notable sportswear brands. At the heart of his work, he aims to capture honest portraits of Black identity, spotlighting communities and stories embedded throughout the African diaspora. “From a foundational perspective, I am Caribbean American. I grew up in Florida. The idea of ownership resonated with me,” says Clennon. “I wanted to envision our subjects in positions of power and ownership in this space. Coming into this project, we felt a sense of ownership and freedom to do what we want and bring our culture and perspectives to the space. It wasn’t until the shots of soil and flowers in the hair that I was like, ‘Wow, okay,’ it makes sense now. It’s almost like they are coming from the earth, rising from the soil. There’s something poetic about that,” describes Clennon. Behind the lens, capturing this essence is sometimes more nuanced, but here, the photographer isolates a sense of pride and resilience from featured models Kilo Kews and Cassandra Mayela. By highlighting these natural materials, Clennon creates an elevated symbiosis between nature and fashion.
For Nikki Nelms, hair is identity — a facet of self-preservation often subject to social politics. Unpacking this dynamic has led her to work with visionary celebrity clientele, pushing the envelope on what “pretty” can look like through authentic self-actualization. “If you’re working with me, it’s because you value my taste,” Nelm says. “I recognize that, as creators, we have the power to platform our stories. I don’t honestly think about finding that voice; I just shoot, shoot, shoot. In my process, I never compromise on my art, even if it’s against the grain.” Representation is key to the artist, and lived experiences are not mere accessories but the core pulse of her work and desire to create. The self-proclaimed ‘hair MacGyver’ has long celebrated natural hair styles that showcase the versatility and beauty of afro-textured hair. Working with Mayela, the artist introduces a spiraling braid structure, utilizing silver-toned wire to shape a cascading high ponytail. Kews’ curls are adorned with orange flower petals, delicately placed throughout her afro, illuminating the model’s natural volume and texture. These mixed materials pay homage to Tequila Herradura’s ornate decanters while showcasing Nelms’ arresting and expertise application of hair art.
NYC native Danie Sierra draws from her Nuyorican upbringing to inform her artistic practice. In the early stages of her career, she worked as a personal shopper for a popular streetwear label, later expanding her practice into creative directing, modeling and styling. During the photoshoot, the stylist steps away from boxy and oversized street styles, experimenting with voluminous, floor-length dresses for an ethereal, dreamlike aesthetic. “For Cassandra, I wanted her to be super femme, which I don’t usually do much in styling. I usually draw inspiration from streetwear and menswear. It just reminded me of back home — greenery and Caribbean island life. I knew I wanted to play with bright colors, different knits and leather. In reality, we don’t really wear that [on the island]. It’s too hot, but I knew I wanted to layer,” notes Sierra. Contrasting fabrics, like cotton dresses, summer-ready linen and knitted midis, paired alongside Nelms’ hair art bring dynamic flavor to the trio’s initial concept. Departing from her work in menswear, Sierra’s styling direction celebrates the vivid colors and textures home to agave with graceful effect.
Together, their execution delivers upon Herradura’s core ethos: embracing the world around you inspires extraordinary and compelling insights. “We live extraordinary lives. We are the luckiest people on earth being able to see our visions through,” closes Clennon. The resulting lookbook doesn’t arrive at this sentiment through reckless abandon; instead, the artists collectively mine unbridled expression by looking inward. At the root, the extraordinary can be closer to home than expected.
Experience each artist’s hand at work in the video and lookbook above. Learn more about Tequila Herradura’s “Extraordinary People” campaign by visiting the brand’s website.
DISCLAIMER: We discourage irresponsible and/or underage drinking. Drink responsibly and legally.
Please drink responsibly. Tequila, 40% alc. by vol. (80 proof). Imported by Brown-Forman, Louisville, KY.
