July 24, 2017 |
Yasmin Sewell’s earliest memory is of hearing ELO’s Livin’ Thing. Not that she saw Jeff Lynne playing live when she was a child, but she is convinced her mother must have played it to her while she was still in her belly. Which would make sense – she was a living thing, after all. And now she’s also a fashion consultant and brand expert who does what she does because, “I feel the change in this industry daily. That’s really clear. That’s why.”
Natalie Dembinksa: What do you know about?
Yasmin Sewell: “I know about design, I know about trends, I know more about women and less about men, I know how to make a sweatshirt. I know a little bit about raising boys, I know a little bit about answering weird questions for fashion magazines.”
ND: How did you first get your start in fashion?
YS: “Actually, it was a woman called Karen Mayer, who I met when I first moved to London. She told me about some things, she helped me, she introduced me to some people, took some time to help me… and that was it.”
ND: What do you look for in a designer?
YS: “Vision, confidence, clarity, individualism, a good brain and the ability to see the future.”
ND: What makes a successful shopping experience, be it a store or online?
YS: “It doesn’t matter as long as there is an experience.”
ND: How important is it to take risks?
YS: “Life would just be a boring waste of time without risk.”
ND: Any career highs you’d like to share with us? Any unmitigated disasters?
YS: “There have been loads of highs, loads of lows. Coming close to bankruptcy at 23 wasn’t great… Being able to meet and work with the many talented people I have has been a huge highlight – lots more of that to come, I’m sure. Making connections is everything. Colleagues, designers, friends, people, everything. That’s what it’s all about. It all leads to what it is that I do, which is ultimately connecting with customers.”
ND: How did you and Johanna meet? What was your first impression of her?
YS: “I first met her when I judged the ANDAM Fashion Awards – I knew the collection already and was already into it. But I was moved by her sweetness and enthusiasm. She seems a bit mad and very open- minded, which you can tell by the collection and the way she interprets fabrications and items. She’s really brilliant and brilliantly real.”
ND: What do you think about when you’re working?
YS: “The future, the present, how people are feeling, what people are liking, what I like, what I love, and… clothes.”
ND: What motivates you?
YS: “Having a purpose.”
Photographer Kim Jakobsen To
