Yasmin Al Mulla, the Emirati mastermind behind fashion label YNM, is not only a fashion designer in her own right, but a fitness buff, conscious foodie and also happens to own one of the most beautiful Instagram accounts to exist.
While Yasmin was always looking towards a career in the fashion industry, she first studied international relations at university, before steering herself in a different direction to gain the skills and experience needed to start a fashion brand, signing up for short courses at the London College of Fashion. Then, after the sudden death of her father, Yasmin set up and launched her brand YNM in 2014, alongside her sister Nesreen, focusing on conservative dressing, creating modest, high-necked kaftans, overlays, and dresses.
Airy silhouettes sprinkled with dainty embellishments form the brands trademark, timeless, designs, a characteristic which is clearly reminiscent in all areas of her beautifully styled life, and here we take the opportunity to talk to Yasmin all about it.
Can you tell us about how your interest in fashion began, and what inspired you to become a fashion designer?
Clothes have always been a way of expressing myself. My love towards fashion developed at a very young age, when playing dress up gave me true joy. However, politics take a huge part of my interests as well, and I believe both majors are related in a certain way. Both are strong and essential elements in the world in general. Therefore, I combined my love for fashion and politics by ending up studying both, and as soon as I got a degree in International Relations I rushed to study Fashion Design at London College of Fashion to pursue my dream. I knew from the beginning that I could never work in any other field.
Starting from scratch, what obstacles did you face when launching YNM?
I don’t consider them obstacles, and instead find the high number of designers coming out each day motivational, as I highly believe that there is a room for everyone. I follow a different direction, and taste, that’s why my biggest point is to create timeless clothes that can be worn twenty years from now. I would like to make a noticeable trace in the global fashion industry as a designer from the UAE.
Can you tell us about the concept behind your brand, and how you came up with it?
We wanted to create a very strong product, a modern take of the traditional kaftan. They are very elegant comfortable items, which can be worn day and night by transferring them via a piece of jewellery. There was a point where people were getting used to regional designers selling through WhatsApp or Instagram, and we wanted to change that perspective by establishing an online store. YNM started as a company, never a home business, never selling through social channels. We love creating creative and strong marketing strategies through our social media page, in order to grab direct footfall for our online store. We launched our debut collection 3 years ago, and without any advertisement or PR, we were sold out online in less than a week, so this explains my beliefs perfectly. YNM has reached its value in the market nowadays because of this strategy, always trying to enhance the experience.
Why did you choose to create a fashion line based around a loose silhouette?
I believe in simplicity, and wanted very elegant, comfortable items. I make sure to create timeless, classic pieces that can be worn twenty years from now. Moreover, I believe in accessorising your outfit, and I love the idea that two different women can wear the same dress, yet look completely different. It’s the way you flaunt it, and the way you style it that can play a huge rule. A statement piece of jewellery and an elegant shoe can transform the entire look.
What sets your designs apart from others on the market?
I highly believe that there is a room for everyone, and I follow a different direction and taste. I would like to mark a noticeable trace in the global fashion industry as a designer from the UAE.
Tell us about how your brand has grown and transformed over the past few years?
In a very positive way. We are known for our quality, and were recently named as one of the strongest Emarati designers on Emirates Women day. We are stocked on our own online store, Ounass, Robinsons, and Level Kids. I care about the quality before anything else, as I want the pieces I design to remain as great as they are today, twenty years from now! Each piece is carefully screened to ensure the necessary standard of artisanship, quality, and reliability.
Can you share with us your daily design process, do you spend a lot of time in the studio?
I always make sure to be in the office from 10am to 5pm, depending on schedules. I always have exciting things to work on, and I think the key to success is to love your job. I love my company and we are like a family at the office, with work there revolving around researching, meetings, and sketching. There is always something exciting!
What do you look to for inspiration when you are designing, and do you have a muse?
I design for women who appreciate beauty, treasure simplicity, and aspire to leave an impression.
Is there anyone in particular who you would love to see wearing your designs?
Farah Diba, and Queen Rania, they both symbolise empowerment, and are the definition of strong, beautiful women. Their unique elegant sense of style defines true glamour.
Tell us about your new SS18 collection?
It is all about highlighting the 40s evolutionary New Look, the austerity fashion of the war years, and the rise of silver screen glamour and sophistication.
Do you have a favourite piece?
No, they are all dear to my heart.
What tips can you give for styling your collections?
My pieces can’t be worn without jewellery, so always pair them with beautiful jewellery and statement shoes.
Do you have favourite, go-to accessory designers that work well with both your personal and the brands chic and classic aesthetic?
Any beautiful shoes and diamonds. I don’t stick to one label when it comes to flaunting my pieces.
Would you ever look to design accessories too for YNM?
Yes, I would love to explore other ventures!
What are your 2017 career highlights so far?
I aspire to inspire. I am fond of witnessing real, elegant women appreciating my job, believing that fashion is a real business, and that doesn’t mean sketching and drawing only, we are a real firm with passionate employees. I see myself as an entrepreneur and business woman before being a designer! One of the highlighted meetings of 2017 was when I met Reem Acra earlier this year, and I am still really honoured that she was very impressed by the quality of work I deliver, and the pieces I create. I still remember her words saying to me, ‘In the fashion world, you either find a designer or a business woman. It is very rare to find them both combined in one person, and amongst everyone here in this room, you are the only one has it, Bravo!’ I am obsessed with seeing women encourage, support, and empower other women. It’s my favourite, and we need more of it!
Do you enjoy the freedom of running your own brand?
Yes, very much. But at the same time, its way harder than what most people expect. The success of your work depends on your hard work. Therefore, you end up working more than anyone else.
Do you feel this allows you to have time for your other interests such as fitness and food?
Oh yes, this plays a huge rule!
Will these other interests lead you towards expanding into a lifestyle brand?
Hopefully yes. I am a huge health and fitness enthusiast. I have been working out for the past eight years, and been on a gluten free, dairy free, and non-refined sugar diet for the past couple of years as well, and its way easier that what you think. I dream of promoting healthy lifestyles in the UAE, raising nutrition educations, and elevating health awareness in any possible way. I love cooking and creating healthy recipes, which my Instagram shows very clearly. One of my all-time dreams is to create the first Emirati healthy cook-book, highlighting a gluten free, dairy free, and non-refined sugar diet, and wholesome eatery.
How do you feel Instagram helps with the running of your business?
Instagram is a very important social platform that grabs direct footfall for your business. Creating a very strong content, and paying attention to the hierarchy plays a huge rule in a successful business. Instagram is a very powerful tool that we must take advantage of.
What are your thoughts on how Instagram has changed the way the fashion world now works?
Instagram is understating the commerce perfectly. The swipe up to the link option in Instastories is amazing.
As a woman at the helm of a brand, to you, what is key to being an empowered woman?
To always support, encourage, and empower other women. There is a room for everyone!
Growing up, was it always important for yourself and your sister to carve out a successful career?
Yes! We have worked hard to mark a noticeable trace in the global fashion industry as a label from the UAE. I am very driven in representing my country in a well-represented way. As his highness Sheikh Mohammed bin Rashid Al Maktoum’s famous quote says, ‘Dubai will never settle for anything less than first place.’ and that’s exactly what I am aspiring for!
Can you share with us the secret to your success?
Work hard until you no longer need to introduce yourself.
Finally, what can we look forward to and expect in the future from you?
I am currently exploring some exciting projects which I can’t wait to reveal. We are studying and exploring greater ventures, projects, and collaborations, working harder to elevate the label’s direction season after season.
By Eliza Scarborough
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