Redefining How We Listen: Sierra Rena meets nwm ONE

Based in New York, Sierra Rena has styled global artists such as SZA and Tyla, while also making her mark as a fashion creator. Balancing both roles, she carries a clear career vision: to expand the boundaries of expression and introduce new values to the next generation. Her encounter with the future-forward sound experience of nwm ONE resonates with that vision, illuminating new possibilities for creativity.

Captured through the lens of globally acclaimed photographer John Yuyi, with hair by NERO, makeup by Sena Murahashi, and styling by Sierra Rena herself, Hypebeast Japan translates the “future of sound” into a striking visual narrative. Rena also spoke with the platform to talk about her passion, the opportunity to style big name artists, how music plays a role in her life and more.

nwm, NTT Group’s first consumer audio brand, is built on the idea of coexisting with your surroundings. Powered by innovative technology, it delivers a listening experience that reimagines how headphones can elevate everyday life. The nwm ONE, available in Dark Gray and Light Gray, features a distinctive open-ear design that lets users enjoy audio while staying connected with the comfort of audio privacy to the world around them. The brand name – short for “New Wave Maker” — reflects the brand’s mission to use sound technology to spark new waves of better living through connectivity.

In today’s rapidly accelerating digital society, we live in an age where we can instantly connect with people on the other side of the globe. Yet, in such times, are we truly connected with the people close to us? Without real communication, the opportunities to sense warmth and the subtle shifts in our five senses are quietly slipping away. Amid this, nwm ONE is emerging as a product that helps people stay present, fostering real-life connections while remaining engaged in the moment.

On July 29, nwm launched its first general sales in the U.S. at “tm:rw,” a newly opened, future-oriented experiential retail store in New York’s Times Square. The brand has also made its debut on “HBX” Hypebeast’s next-generation e-commerce platform.

The “nwm ONE Dark Gray” and “Light Gray” are now available on HBX.

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Hypebeast Japan: What sparked your passion for styling and led you to start your career?

Sierra Rena:
I think it happened very organically when I got into styling, but I think I have always had a passion for helping people. Before I got into fashion, I wanted to be a neurosurgeon, which plays a huge role in being of service to people. So with that same mindset and enthusiasm I have for fashion, I think they go hand-in-hand.

HB JP: When working with iconic artists like SZA and Tyla what are your top priorities or creative principles?

SR:
My top priorities for working with iconic artists is to make sure they’re feeling confident and comfortable in their outfits. I think it’s very telling when a person loves their outfit, and when they do, they naturally radiate a sense of confidence that no one can take away from them. It’s a beautiful feeling to feel trusted with clothes because it can really make or break someone’s mood.

HB JP: How do fashion and music influence your personal style and work?

SR:
You can tell stories with music through fashion and vice versa, and I think it’s down to even the type of music I listen to at the start of my day , which could change the trajectory of what I want to wear. Music and fashion are so intertwined, artists are able to express themselves through fashion every day as do I!

HB JP: What role does listening to music play in your daily life?

SR:
Listening to music plays a huge role in my life. I’m a very loyal listener, so I will listen to the same artist for a long period of time before I move on to another artist. I personally feel like it’s so important to be able to relate to an artist because it really makes the music feel deeper into the soul.

HB JP: Could you share the song that currently defines your life? Why is that?

SR:
Flamenco by Beyonce it’s probably the main one that is defining more so a season of my life right now. This song means a lot to me and helped me realize that as I get older, I do need to prioritize myself, to really trust God through it all, and to lean on my faith when I’m confused or exhausted. Taking it day by day.

HB JP: nwm encourages you to remain connected to people around you, even while enjoying music. Do you see this playing a role in the future?

SR:
I definitely do! A lot of conversations that I have with friends and family spark from music that we are listening to currently. I love having conversations about the music that we were listening to because it’s beautiful to see how someone perceives a song versus how I would perceive a song and how/what their connection is to it.

HB JP: After using the nwm ONE, did you notice anything special ? Did it change how you listen to music during your daily routine?

SR:
I noticed the headphones made me feel a lot safer, especially a girl living in New York. Noise cancellation is something I never like doing, especially when I’m by myself but when using the nwm ONE headphones, I get great quality music while being able to hear my surroundings at the same time.

HB JP: nwm is designed in Japan – did you notice any Japanese craftmanship or attention to detail whilst using it?

SR:
I think Japan overall is so sleek and fundamental, where the quality of that headphone, the color and the tech behind it is so advanced. Japanese design is always 10 steps ahead of everyone.

HB JP: Beyond North America, which global music trends or artists are inspiring you right now?

SR:
I really love amapiano music, it’s super upbeat and always a vibe to listen to. I love seeing the culture behind it and all the dances that come through with the music.

HB JP: In your future career, are there any particular themes, projects or challenges you’d like to take on?

SR:
I’m in the process of expanding my design language and who I am as a designer. Being a stylist and designer gives me this ability to continuously master themes and mediums of fashion which help me story tell as a creative. Not to say too much but I’m so excited to launch my bag collection. I’m so excited for everyone to see what I’ve been working on.

From September 29 to October 19, HBX is opening pre-orders for the new “nwm ONE Phantom Gray.” This exclusive drop is available ahead of the official site launch, making HBX the only place to secure the colorway early.