For young stylist Osunya Rose Minott, working on the visuals for Slip and Slide was never just about clothing; it was about translating Jamaican culture, memory and movement into something the world could both see and feel.

The creative director, who collaborated alongside Shane Creative on the video for Masicka’s latest single, described the project as one deeply rooted in heritage, storytelling, and instinct.

From the moment she heard the track’s unmistakable Hill & Gully sample she knew the creative direction had to honour Jamaica’s cultural identity while injecting a splash of youth and global appeal. That realisation became the foundation of the visual language behind the video.

Drawing inspiration from Jamaican folklorist and cultural icon Louise Bennett-Coverley, affectionately known as Miss Lou, the team leaned into a familiarity that defined an era of Jamaican life. From bath pans to ‘kerchiefs’ and clothespins, mesh merinos and traditional prints, Minott shared that, rather than recreating the past, her goal was to reinterpret it through a modern dancehall lens.

“We wanted the visuals to feel familiar, almost nostalgic, but still current and alive,” she explained. “Everyone in Jamaica has that memory of washing and drying clothes on the line, whether at home or at your grandma’s house, so we really wanted to tap into that nostalgic feeling.”

For her, styling became a form of storytelling throughout the video. One standout moment featured a model washing CDs, which she explained was a playful nod to Masicka’s consistent stream of hits.

In another, she shared, dancer Ghaniel wore a hand-made belt decorated with watches to visually represent the lyric, “her waist just a tick like a timer”. Minott was clear in her objective and the details mattered.

“I don’t want the clothes to just sit on the body. I want them to respond to what’s being said and felt in the music,” she said. “Overall, Slip and Slide has a joyful, rhythmic energy, so I felt like it needed to be effortless, sexy, and current like dancehall always does. It’s also important for me to utilise bold, vibrant colours in the styling, because we are so colourful and a beautiful island with beautiful people, and we need to showcase that side more in our visuals.”

Describing the opportunity to style a Masicka video as especially meaningful, Minott said she was particular grateful for shared vision and an environment that allowed her to unleash her potential.

She shared that the collaboration succeeded because everyone involved trusted the process.

“There was a point where the dancers were in motion, the wardrobe was flowing, and you could feel the
Hill & Gully influence without it being forced,” she recalled. “That’s when I knew we were creating something special.”

Now gaining traction locally, the video has sparked strong reactions from viewers who recognise themselves and their upbringing reflected on screen.

For the young stylist, that response has become one of the project’s greatest rewards.

“I’ve been getting messages from people saying how much they love the styling and how Jamaican it feels,” she said. “That means a lot because it shows people are connecting to the culture behind it.”

Raised between New York City and Jamaica, she credits both environments for influencing her aesthetic, though Jamaica remains at the centre of her identity and artistic approach.

The daughter of reggae icon Sugar Minott and Maxine Stowe, she grew up surrounded by music, fashion, and expressive individuality.

“Jamaica heavily influenced my fashion sense and who I am as a person overall,” she said. “We’re naturally expressive, vibrant and boasy, so even when I’m creating something elevated or global, that boldness is always underneath.”

Despite having only worked professionally as a stylist for roughly three years, her résumé already reflects an impressive number of projects with several notable celebrities. In addition to Slip and Slide, she has contributed to projects involving Vybz Kartel, Shenseea, Wizkid, Rauw Alejandro, Tyga, and Moliy.

As Jamaican creatives continue pushing dancehall visuals into more concept-driven territory, the creative says she wants to leave a legacy of storytelling through styling with authenticity.

“At the end of the day, I want to be known for storytelling through styling, not just creating looks,” she said. “Moving forward, I definitely want to continue working on more cultural-driven projects that push Jamaica forward visually and globally. I’d love to work with artistes like Chronixx, Sizzla, Buju Banton; I feel like there’s a really strong visual storytelling space there.

“And, of course, my dream collaboration would be Rihanna,” she added. “That’s been on my vision board for a long time. So, yeah, I’m just staying open, grateful, and ready for what’s next.”

Osunya Rose Minott.