Yasmin Sewell is the Fashion Director at Style.com in London and a style icon – we met her for an interview as our next “Women We Love”
Yasmin Sewell has become Fashion Director at Style.com, the new e-commerce project from Condé Nast with its headquarters in London. Before, for me, she was above all one thing: a style icon par excellence. That’s not something that happens so often in my strict world of taste, and therefore it was definitely time to give her the stage here.
This exceptional woman with Australian roots explains her style (like below in the video with British Vogue) in that clothing, above all, should be fun – and that slipping on a dress is also an opportunity to slip into a new role for the day. So easily said, and something she puts into such effortless practice. We asked her a few questions and have consolidated her answers here:
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If there was a “secret” to getting my job, it would probably dropping out of high school (editor’s note: Yasmin left school at age 15). Because that led to an important milestone in my career: opening my own boutique, Yasmin Cho, in my early 20s. That required a lot of instinct and blind ambition. It taught me so many things – both good things and tough things – but ultimately, all learning is good.
What I love the most about my current job is that I’m constantly inspired, constantly thinking about the future and the now, constantly feeling. And, I get to hang out with amazing people every day. The downside is the judginess and the bitchiness, and having to leave my kids sometimes. I have two sons with my husband Kyle Robinson: Knox Rocket (5) and Renzo Lars (2).
No day at work is the same. But then again, whose is! I start early, usually with the kids sitting on my head in my bed. Then I get dressed quickly, play lots of great songs in the taxi on my way to work, usually have a lot of meetings (some in the office, some out), and then there’s usually lots of discussion around what we’re going to eat for lunch. Smoked chicken salad, or Japanese? And maybe some fashion talk. I usually end up asking the question “how do we feel about this?” about ten times a day. And that’s my job.
To get everything done on time – and on a daily basis – I just tell everyone I have dyslexia to excuse the fact that I skim over emails and tune out in meetings. In order to achieve a better work-life balance, I took up meditation recently. During the day it helps if you breathe in and out occasionally. And my daily treat is mostly other people’s coffee.
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As my hometown, London plays a crucial role: What is not to love about it? It is – next to Istanbul, New York, Sydney, Melbourne, and Berlin – the greatest city in the world. It’s diverse. It’s non-traditional (well, not where I live). It’s ever-changing, and it’s not trying to be anything else. But if I could switch jobs with someone for a day, I wouldn’t mind being Woody Allen’s casting director. Her name is Juliet Taylor and I think she needs to take a sabbatical.
Instagram plays a central role in my occupation. It’s a constant presence, so it’s kind of like having some sort of teenage roommate in my house who wants to chat a lot…sometimes I engage with her, and sometimes I don’t. But, I like having her around because she shows me things.
For the coming months, we’re focusing on the next level of collaborations. Here’s my idea – get ready: “Past Life Connections.” I’m thinking Ghandi x Elvis. Something ethical yet embellished for Style.com. I’ll keep you posted.
For more inspiration follow her Instagram account here.
Julia co-founded one of the first fashion blogs in Germany in 2007 and became a freelance consultant for digital strategies after publishing her first book in 2010. After an eventful four years with Condé Nast working mainly in the digital department of Vogue Germany, she decided to launch her own online magazine with her dream partner, Veronika Heilbrunner. She is based in Berlin and loves to read books.