NILS KUESEL: AUTHENTICALLY COOL (ENG)
AUTHENTICALLY COOL…
NILS KUESEL
MEN’S FASHION WEEK SPECIAL ISSUE
photography YU TSAI starring NILS KUESEL editor-in-chief STEPHANIE AROUESTY text ULISES GARCÍA coordination SOFÍA ZUCKERMANN art direction PAULA PRIETO & CONSTANZA MAGALLANES styling ORETTA CORBELLI grooming SARAH SINGH for THE WALL GROUP stylist assistant ALLEGRA GARGIULO
With millions of followers, global campaigns, and a digital presence that transcends borders, Nils Kuesel has conquered the world by staying true to the simplest, and most difficult, thing: being authentic. From Berlin, the German creator navigates between fashion weeks, collaborations with Tommy Hilfiger, and intimate moments of artistic introspection, demonstrating that success isn’t always measured in numbers, but in connection.
L’BEAUTÉ HOMME You’ve built a community simply by being yourself: fun, spontaneous, and authentic. Looking back, what moment do you think truly changed the game for you?
NILS KUESEL The moment that changed everything wasn’t so much about external factors, but an internal shift. About three years ago, I realized I didn’t need to prove anything to anyone. I had spent a lot of time trying to impress, seeking validation, but at the end of the day, I’m the one living inside my own head. I had to start doing things for myself and for my own joy, growth, and fulfillment. I learned that if your motivation is external, you’ll always want more and eventually burn out.
If I had to pinpoint a key moment, it was probably my first major crisis. I hit rock bottom even though, from the outside, everything looked perfect: incredible numbers, millions of views and followers, but I felt deeply unfulfilled. That forced me to rethink everything. I stopped trying to fit into the game and started changing my perspective. That’s when my work and my life truly began to transform.
LBH There’s something very human and unfiltered about your content, even when it’s stylized. How do you balance authenticity with the pressure of always being visible?
NK I try to be as authentic as possible, though of course, the content is stylized to look polished and professional. But beyond the visual, I always try to convey an emotion or feeling. Much of my inspiration comes from personal experiences, from things that happen offline. When I’m going through something emotional, I try to channel it into my work. That motivates me to create something honest. The pressure of being visible all the time is real, but I’ve learned to recognize when I need to step back. If I feel overwhelmed, I focus on myself and reconnect with my inner child. That’s what keeps me grounded. When you’re connected with yourself, publishing content becomes natural, not a performance. You do it because you want to share, not because you feel obligated.
L’BEAUTÉ HOMME You’ve built a community simply by being yourself: fun, spontaneous, and authentic. Looking back, what moment do you think truly changed the game for you?
NILS KUESEL The moment that changed everything wasn’t so much about external factors, but an internal shift. About three years ago, I realized I didn’t need to prove anything to anyone. I had spent a lot of time trying to impress, seeking validation, but at the end of the day, I’m the one living inside my own head. I had to start doing things for myself and for my own joy, growth, and fulfillment. I learned that if your motivation is external, you’ll always want more and eventually burn out.
If I had to pinpoint a key moment, it was probably my first major crisis. I hit rock bottom even though, from the outside, everything looked perfect: incredible numbers, millions of views and followers, but I felt deeply unfulfilled. That forced me to rethink everything. I stopped trying to fit into the game and started changing my perspective. That’s when my work and my life truly began to transform.
LBH There’s something very human and unfiltered about your content, even when it’s stylized. How do you balance authenticity with the pressure of always being visible?
NK I try to be as authentic as possible, though of course, the content is stylized to look polished and professional. But beyond the visual, I always try to convey an emotion or feeling. Much of my inspiration comes from personal experiences, from things that happen offline. When I’m going through something emotional, I try to channel it into my work. That motivates me to create something honest. The pressure of being visible all the time is real, but I’ve learned to recognize when I need to step back. If I feel overwhelmed, I focus on myself and reconnect with my inner child. That’s what keeps me grounded. When you’re connected with yourself, publishing content becomes natural, not a performance. You do it because you want to share, not because you feel obligated.
LBH: What does a “normal” day look like for you these days? Or is that word no longer part of your vocabulary?
NK “Normal” is definitely a flexible concept in my life; it really depends on the season. Fashion Week, for example, looks completely different from a day at home in Berlin. If I’m in Berlin, I’m not an early bird (and anyone who has lived or traveled with me knows that). I wake up when I wake up, usually grab something light to eat and have a coffee while checking messages and work updates. After that, I try to disconnect. Maybe I’ll paint, write, play games, or meet up with friends if they’re free. If it’s sunny, we go to the park, play spikeball, or watch a soccer match. Nothing extravagant, just simple things that bring me joy. Sometimes a moment inspires a photo or video, but it’s usually spontaneous, not planned. Then I have dinner and maybe watch a show with my roomies. And hopefully, I don’t stay up too late.
LBH: You’ve danced, acted, modeled, and even gone viral without seemingly trying too hard. What’s something you’re still dying to explore creatively?
NK I’ve been fortunate enough to explore many creative avenues over the years, and I’m very grateful for that. But there are still things I want to challenge myself with. One of them is painting. It’s something very personal to me, a way to disconnect from the chaos and access a more emotional and intuitive part of myself. It’s very different from photography or video because there are no rules or templates. It’s liberating.
Writing is also something I’ve been meaning to do. I’ve always written short stories privately, but I haven’t had the consistency to truly commit. Still, the idea of writing and eventually publishing something that is truly mine—not necessarily an autobiography, maybe a collection of stories or something fictional based on real memories and emotions—is something I hope to achieve.
LBH: The internet sees your highlights, but what would you like people to understand more about Nils when the camera is off?
NK That’s the blessing and curse of social media. You want to be authentic, but naturally, you share your best moments, the ones you’re most proud of. But the truth is, my real life is much more ordinary than it appears online. It’s the life of a guy in his twenties. What I hope people understand is that a lot of what we do is work. Sometimes we push through despite personal problems or difficult times. Not everything is meant to be shared, especially if it involves other people. But just because someone seems happy or focused on social media doesn’t mean everything is perfect behind the scenes. There’s more depth, more layers, than a few curated posts reveal. But that’s how it works, and I accept it.
LBH: You’re part of a generation that is redefining masculinity. How do you personally navigate self-expression, especially in fashion and identity?
NK In 2021 and 2022, I really explored different ways to express masculinity—experimenting with makeup, pushing boundaries, and openly sharing that process. I’m proud of that phase. Over time, I realized that my own vision of masculinity is more classic, though I still embrace moments of fluidity. I might not wear makeup every day, but I feel completely comfortable doing so when the occasion calls for it. What matters is doing what makes you feel confident. I’m grateful I took those risks, because now, whether I’m in front of a camera or collaborating with a brand, I never feel out of place. I know who I am. That said, identity is fluid. What makes sense to me now might change, and that’s okay.
LBH: As an ambassador for Tommy Hilfiger, what truly connects you with the brand? Do you remember your first Tommy item?
NK Honestly, I don’t remember what my first item was, but I do clearly remember the feeling of seeing all the cool kids at school wearing Tommy Hilfiger. At that time, I couldn’t afford it, but I admired those who could. The brand represented something aspirational for me. Meeting Mr. Hilfiger was surreal: he’s incredibly kind, and the brand has a very family-like atmosphere that made me feel welcome from the very first moment. My first real project with them was the capsule collection with Shawn Mendes. I went to an event in Berlin where Shawn and Mr. Hilfiger participated in a panel. It was an “I can’t believe this is happening” moment, and everyone made me feel right at home. Some of my favorite memories come from working with Tommy Hilfiger. For me, it’s no longer just a brand; it’s something personal.
LBH: If your style had a soundtrack, what songs would be on loop right now?
NK What a great question! And I wish I had a clear answer. Lately, my style has leaned more towards classic and high fashion, so maybe something with James Dean-like energy: a mix between vintage masculinity and a modern touch. I think it would be a combination of retro songs that feel timeless but with a current vibe. Something that conveys confidence, effortlessness, and quiet charisma.
LBH: Fame can feel fast. What do you do to slow down, reconnect, or protect your peace of mind?
NK I wouldn’t consider myself famous, but the lifestyle can definitely be overwhelming. In just a few years, I’ve had experiences that could fill a decade. At one point, I was close to losing myself in it all. But I’ve built a support network that keeps me grounded: friends from home, people in the industry, and especially my family. My family is my anchor. I also lean on hobbies that have nothing to do with social media, like drawing, reading, or writing—things that are just for me. And I’m lucky to have a team that understands when I need space. When everything moves too fast, I know how to slow it down.
LBH: What’s a piece of advice you’ve heard lately that has stuck with you, and that you would pass on to someone pursuing their own version of “success”?
NK There’s a phrase I love that goes something like: “Dive into the pain. The person you’re becoming will catch you.” That really resonated with me. Failure is inevitable, and when it happens, it’s okay to feel pain or frustration. But those moments are fuel. You get up, you try again, and you fail better. Nobody gets it right on the first try every time. Most successful people you admire weren’t born with it; they worked for it, stumbled, and kept going. The only thing that truly matters is your willingness to keep moving forward.
DESCUBRE: A TOTAL ACE: MATTEO BERRETTINI
