New York City is nothing if not creative, and there are plenty of pioneers propelling their respective industries into new territory. And of course, whether it’s fashion, music, or food, we New Yorkers are always hungry for a bite.
Secret Media Network has taken it upon itself to find the most talented creators in each field — city by city and across the globe — who are doing beautiful work and enriching the community around them. In celebration of these innovators, Secret has created SMN100, the debut annual initiative that highlights significant impact in four areas:
- Food & Drink
- Arts & Culture
- Experiential & Sport
- Pioneers
Needless to say, there’s plenty worth exploring
SMN100: Meet the ones who are changing the game in New York
If you’re wondering who’s been awarded the title of an SMN100 recipient in 2025, meet the New Yorker-based creators who are causing a buzz:
CJ Hendry
To say artist CJ Hendry is a master of her craft would be a colossal understatement. We’re convinced she incorporates a bit of magic into her creative process, whether she’s constructing felt blooms for an immersive floral market at Roosevelt Island or simply drawing objects that appear more like photographs than sketches. Her attention to detail is remarkable, and we dare you not to fall in love with her work.
Kitty Lever
An artist behind the screen and sewing machine, Kitty identifies as a multi-hyphened creator who acts, designs, and dabbles in fashion and beauty. She upcycles materials to create adorable clothing and accessories on @kittybykatie, including a denim mini purse, two-toned button-up shirtdresses, and much more.
Sophia Roe
The cook and TV show host serves dishes that are as delectable as they are Instagramable, but Sophia takes her work in the kitchen one step further by highlighting food inequities present in our world today. She’s the only Black woman to be nominated for Outstanding Culinary Host at the Daytime Emmys, and she earned a second nomination just last year.
Luca Pronzato
If there’s one thing NYC has mastered, it’s fine dining. But Pronzato’s contribution to the culinary scene serves up something new. We Are Ona, the sommelier and traveler’s catering company, hosts exquisite dining pop-ups across the world that spotlights new chefs by way of immersive settings. Previously on the menu? An experience at WSA on Water Street with Michelin-starred chef Dalad Khambu and a bespoke atmosphere courtesy of brutalist architect Marc Leschelier.
Colm Dillane
Once a t-shirt line that operated out of an NYU dorm, KidSuper has transformed into Brooklyn-based operation that represents the community. (Perhaps you’ve seen the line’s latest collab with the Brooklyn Nets?) Creator Colm Dillane has made a name for himself with vibrant patterns, printed garments, and a slew of accolades, including the Karl Lagerfeld Prize in 2021 and Louis Vuitton’s first-ever guest menswear designer two years later.
Kirsty Godso
Fitness isn’t just a mindset for Nike Master Trainer Kirsty Godso: it’s an empowering lifestyle. Founder of Made Of, whey protein isolate, Kirsty uses workout routines to promote healthy living and confidence from within. When you head to the gym, expect her routines to completely transform the way in which you stay in shape. Don’t believe us? Take it from stan Kaia Gerber.
Paola Antonelli
Paola is a curator at MoMA with a green-minded approach to art. She co-authored Design Emergency: Building a Better Future, which focuses on four pillars — science, technology, communication, and ecology.
RoseLee Goldberg
RoseLee is an art historian and curator who decided to push the boundaries of live performance art. She founded a one-of-a-kind organization, PerformaNYC, which puts on an extensive Biennial, offers educational experiences, and helps artists bring their vision to life and put on the performance of their dreams.
Paige Desorbo & Hannah Berner (Giggly Squad)
While the friendship duo might’ve gotten attention on Bravo’s Summer House, the beach babes have harnessed their fantastic humor — something we’ve witnessed firsthand in confessionals — to airwaves and stages everywhere via Giggly Squad. In their podcast and onstage performances, the duo tackles pop culture, dating dilemmas, and everything in between. Somehow in between it all, they manage to be as comforting as your friends. Be sure to grab a copy of their debut book, How To Giggle, this spring.
Surf Allah & Tarini Lal (Half Moon)
Surf and Tarini, the founders of Half Moon, have their “ears to the ground” to bring underground artists to the forefront via their independent music and media company. Listeners can expect radio shows, interviews, workshops, live events, and so much more.
Kevin Leonel
Jerseys are a must on game day, but designer Kevin Leonel takes your favorite team swag in an unconventional and sophisticated direction. Using upcycled materials, he expertly crafts vintage-inspired sports gear — like New York Islanders bomber jackets — that are worthy of the runway and a seat at the game.
Alicia Keys
Alicia Keys rose to fame in the early 2000’s with her debut album, Songs In A Minor, and since then, the New Yorker has worn many hats: musician, producer, actress, and New York Times best-selling author. Not only has her Broadway play Hells Kitchen received plenty of accolades — 13 TONY noms! — but it gives back through a Broadway fellowship program that employs New Yorkers from overlooked communities.
Paul Tate dePoo III
Set designer Paul Tate dePoo III is stationed in NYC, but he can trick anyone in the theater’s audience into believing they’ve traveled to another world. Recently, he’s brought the glitz and glam of the Roaring 20s to life in Broadway’s Great Gatsby, earning a slew of awards along the way.
📍 @ptdepoo
Tiff Baira
We love NYC for many reasons, but dating can be a sore spot in our metropolis. Fortunately, Tiff provides the comfort and insight we’re looking for as “NYC’s official cupid.” Check out her show, Street Hearts, where she keeps New Yorkers abreast on matters of the heart.
Alex Taylor
Women’s basketball is having a moment, particularly in NYC. Thanks to New York Liberty’s recent WNBA championship win and the rise in popularity of Ellie, the team’s beloved mascot, it seems that everyone wants to hit the court. Taylor, the founder of Hoop York City®, created a women’s basketball community that closes the gender gap and offers players an inclusive space to dribble and dunk.
Renata Cerda
Video creator Renata Cerda puts her Mexican roots on display as she captures fun clips on art, travel, pop culture, and beyond. Her carefully curated online presence is an aesthetic dream.
José María “Chema” Dondé Rangel
Rangel celebrates his Mexican roots by way of spirits with his company, Panorama Mezcal, that you can enjoy at The Bedford Stone Street.
Tyler Mitchell
There’s no telling what type of magic will happen when Tyler gets behind the lens. The photographer and filmmaker spotlights the Black experience and has plenty of accolades to his name — including being the youngest Black photographer to work on a Vogue cover — featuring Queen Beyoncé, no less.
Hari Nef
Hari is a model and actor — did you spot that Barbie cameo in 2023?! — who advocates for acceptance and love by supporting transgender visibility with each undertaking.
📍 @harinef
Julian Shapiro-Barnum
The perfect creative for kiddos to admire, Julian Shapiro-Barnum is a writer, comedian, and actor who provides little ones with positive platforms where their imaginations and curiosity take over: Recess Therapy, Celebrity Substitute, and Gems with Miles and Julian.
Deon Hinton
Poetry takes on a new meaning in the hands of Deon Hinton. His work, a combination of dialogue, photographs, film clips, and beyond, team up to present a relatable story that makes an impact.
📍 @okdeon
Chloë Sevigny
There’s never a role that Chloë Sevigny does not completely nail. Her performances are raw and will stick with you long after the show or series wraps. What’s more, the Golden Globe laureate is the ultimate fashion It-Girl with styles everyone’s dying to copy.
Mariska Hargitay
New Yorkers wholeheartedly put their faith in Detective Olivia Benson, the longstanding protagonist of Law and Order SVU. Even though the woman behind the role, Mariska Hargitay, might not truly be a commanding officer, she takes a bit of Olivia with her off-camera by supporting assault victims and working to inspire change.
Mona Swain
A presence on stage and TikTok, Mona brings all of her performances to life and leaves her fans wanting more. Perhaps you’ve seen her take on the legendary Queen of Rock n’ Roll in Tina Turner The Musical?
Macy Schmidt
Broadway has quite a few record-breakers as of late, including none other than Macy Schmidt, the first woman of color orchestrator and a Forbes 30 under 30 honoree. Using the same passion for music and desire to inspire POC, the Egyptian-American creator founded The Broadway Sinfonietta, an all-women, POC performance group.
Addolorata Marzovilla
Age is just a number for the nearly-90 year-old “pasta machine.” The creator behind the fantastic Nonna Dora’s, this Puglia native is expanding her pasta empire with a second location debuting this spring.
Joshua Glass
The founder of Family Style magazine, Joshua intertwines food and culture in the publication’s ethos and has worked as a writer and consultant for brands such as Campari, Estée Lauder, and Ralph Lauren.
Max Kolomatsky
A New York-based artist and filmmaker, Max has used his talents for many projects: illustrations for The New York Times, a commercial for Vans, and a Webby Award-winning TikTok series, to name but a few accolades.
Pierce Abernathy
The creativity starts in Pierce’s Brooklyn kitchen. What he does with the ingredients thereafter is nothing short of fantastic. From pear tart and pecan pie hybrids to marinated tomato and watermelon with a clarified vinaigrette, his recipes are photo-worthy and delectable. Who could resist that combination?
Tara Thomas
Culinary activist Tara Thomas knows that the heart of a good recipe is working towards food equality. She’s the founder of Breaking Bread, which works towards ending food insecurity.
Kareem Rahma
What’s more NYC than the subway system? Nothing. Using the public transit platform for hot takes on everything from dating and friendship to entertainment and lifestyle, Kareem perfectly captures what we’re all going through.