NEO 10Y, the artistic alias of Nik Thakkar, emerged from the intersection of fashion, performance, and contemporary culture. Before becoming known for music and art-driven projects, his career was rooted in high fashion, where he developed a profile as both a collaborator and a creative presence within global luxury networks. His trajectory spans modeling, brand campaigns, independent design, and fashion industry consulting, forming a timeline that reflects both rapid entry and sustained involvement in high-profile environments.
Early Breakthrough and Luxury Campaign Work
Nik Thakkar’s entry into the fashion world came through notable early recognition. He was scouted in Paris by Jean Paul Gaultier and went on to become part of Gaultier’s AW13–14 digital campaign. This positioned him not simply as a participant but as a visible face within a major luxury house’s global communication strategy.
From there, he expanded into collaborations with other major brands, including Louis Vuitton and Tom Ford. One of his credited appearances includes Louis Vuitton’s “Art of Packing” campaign, as well as involvement in Tom Ford’s short film “An Ode to Oud.” These projects placed him within the visual and conceptual storytelling side of fashion, where campaigns often blend cinematic production with brand identity.
At this stage, his role aligned with that of a model and campaign figure, working alongside established creative teams while building recognition within the luxury sector.
Ada + Nik: Founding a Fashion Label
A major development in his career was the co-founding of the fashion label Ada + Nik with designer Ada Zanditon. The brand operated within the runway ecosystem, presenting collections at both London Fashion Week and New York Fashion Week over multiple seasons.
Ada + Nik became known for its futuristic, dark aesthetic and its engagement with gender-fluid design principles. The label explored silhouettes and concepts that challenged conventional distinctions in menswear and womenswear, aligning with broader shifts in fashion toward non-binary expression.
In 2015, Ada + Nik received the GenArt Prize at New York Fashion Week, marking recognition within an industry platform that highlights emerging design talent. This period represents a transition in Thakkar’s career from participant to creator, as he moved into shaping collections and presenting them on international runways.
Collaboration with Will.i.am and Wearable Technology
Beyond traditional fashion design, Nik Thakkar engaged in experimental collaboration that intersected with technology and innovation. One of the most notable examples is his work with will.i.am, where they developed a camera-enabled biker jacket concept.
This project reflects an early exploration of wearable technology in fashion, combining functional hardware with garment design. It also situates Thakkar within a niche of fashion creatives interested in merging product design with digital functionality, rather than limiting work to aesthetic expression alone.
Brand Consulting and Industry Work
In addition to design and modeling, Thakkar has contributed to brand strategy and creative consultancy for several major companies. His portfolio includes work connected to Coca-Cola, specifically Diet Coke, as well as projects involving Xbox, Motorola, and Selfridges.
This aspect of his career highlights a behind-the-scenes role in shaping campaigns and creative direction. Rather than being solely a front-facing figure, he operated in advisory and conceptual capacities, contributing to how brands communicate visually and culturally.
Fashion Industry Presence and Cultural Visibility
Throughout the mid-2010s, Nik Thakkar maintained a visible presence within the fashion circuit. He was frequently associated with events, shows, and social environments that overlap with major industry gatherings, including fashion weeks and brand activations.
His positioning within this space contributed to his reputation as a recurring figure in high-profile fashion environments. This visibility extended beyond formal roles, placing him within a network of designers, brands, media figures, and creatives who collectively shape contemporary fashion culture.
Expansion into Fragrance and Identity-Driven Projects
Thakkar later expanded his creative output into product development beyond clothing. One example is the launch of GODDEX, a genderless fragrance concept that aligns with his broader interest in identity, spirituality, and self-expression.
This move reflects a continuation of themes present throughout his work, where fashion, personal identity, and conceptual storytelling intersect. Rather than operating strictly within apparel, his projects began to encompass broader lifestyle and sensory experiences.
Positioning Within the Fashion Ecosystem
Across his career, Nik Thakkar’s role has shifted between several interconnected positions:
- Campaign face for luxury brands such as Jean Paul Gaultier, Louis Vuitton, and Tom Ford
- Co-founder and designer of the Ada + Nik label
- Collaborator in experimental projects involving figures like will.i.am
- Consultant for global brands including Coca-Cola, Xbox, Motorola, and Selfridges
- Participant in runway presentations at London Fashion Week and New York Fashion Week
This combination of roles places him within a hybrid category of fashion professional, where modeling, design, consulting, and cultural participation overlap rather than exist as separate paths.
Conclusion
Nik Thakkar’s fashion background forms the foundation of his broader creative identity as NEO 10Y. Beginning with early recognition in Paris and involvement in major luxury campaigns, he transitioned into co-founding a runway label, collaborating on experimental design projects, and contributing to brand strategy across industries.
His career reflects a consistent presence within high fashion environments, supported by collaborations with established designers, global brands, and creative figures. Over time, this foundation expanded into a multidisciplinary practice that integrates fashion, identity, technology, and cultural expression into a unified creative approach.