Crafting the Perfect Fashion Narrative! Exclusive Interview with Yasmine Yeya.
Every collection tells a story, an intricate tale that captivates audiences and transcends mere clothing. Our interview delves into the inspirations behind the designer’s alluring narratives, exploring how she ingeniously merge historical, cultural, and emotional influences into garments that evoke emotions. Discover the magic behind her ability to transform fabric into vessels of expression.
- Your journey as a fashion designer is very fascinating. Tell us, what inspired you to become a fashion designer?
Having been immersed into the world of dress making from a very young age by both her mother and grandmother, Ms. Yeya used her skill for personal projects before being discovered and winning the runner up title in the televised fashion competition ‘Mission Fashion’. After which she transitioned into launching her namesake brand Maison Yeya.
2. You have created a unique style of haute couture with a Middle Eastern touch. Can you tell us about your design process, and how you incorporate your culture into your designs?
Raised in the Suez City of Egypt – surrounded by French architecture – Ms. Yeya’s inspiration stemmed from a cosmopolitan environment, the blends traditional Arab heritage with a modern European touch. Fusing the same into her design process, looking back at her Egyptian roots for inspiration while showcasing with sophisticated international flare.
3.Sustainability is a hot topic in the fashion industry. What steps do you take to incorporate sustainability into your designs?
The environmental crisis is an issue that founder & creative director Yasmine Yeya is determined to tackle, aiming to leave the world a better place for future generations.
Her will power and determination trickles into her brand and business practices. At Maison Yeya, we are making conscious effort by taking steps in researching ways to be more sustainable in both practice as well as in method, whether it means reusing left over material, upcycling previous designs to create new ones or finding ways to include waste into our product development.
(Couture for Humanity Project https://maisonyeya.com/couture-for-humanity/Â )
We at Maison Yeya are determined to carve a way in using creativity as a tool to reduce the environmental burden and hopefully inspire others to take on the challenge.
4.You have dressed many celebrities, including Beyonce and Jennifer Lopez. How does it feel to see your creations on such high-profile individuals?
It is always a great feeling to see your designs worn by well-known individuals and get the recognition and spotlight. We look forward to more such opportunities.
5.As an established designer, what advice do you have for emerging designers who are starting their careers?
The key to hacking the couture business as a designer, is to:
- Listen to your client: Understand the way their perception and expectations in order to meet them more efficiently while keeping them satisfied with the outcome.
- Perseverance: never accept less than perfect. Being in a highly competitive industry aiming to put out your work demands perfectionism and perseverance to showcase the best version of your work and creativity.
In the end it comes down to being passionate about what you do. As that gives you the motivation to keep moving forward and will also be recognized by onlookers.
6.Do you feel like sometimes you have to push the boundaries to create a unique collection?
As a creative you are always trying to push boundaries, weather it is within the industry or among your own ambitions, one is always trying to outdo themselves from their previous work, while pushing the envelope further for the industry.
At Maison Yeya we are aiming to create a more inclusive and mindful industry and workspace by advocating for diversity and sustainability in both our business and creative practices while hoping to inspire others to do the same.
7.What is your favorite fabric to work with?
Structure and flow are usually the biases for our designs. Fabric with drapability and flow are usually fun to work with, allowing us to create unique structures along the curves of the body. Each of our designs are altered to suit the wearer’s own unique curves, making each piece created its own unique work of art.
8.Tell us more about your latest bridal collection? And how do you balance your vision and the brides vision in designing the wedding dress?
Our end goal is to ensure our brides feel the best version of themselves as they embark on their new journey. Our latest collection is inspired by the different women in everyone’s lives, each baring their own unique personality and characteristics while being adored in all white.
Having being part of the industry for a considerable amount of time, the brand has gained recognition among clients. Gaining recognition for our experience and business practice, clients now have a sense of trust and respect for the suggestions given and final vision of the design. Meeting at the mid-point of what they expect and the designer’s creative vision.
9.In three words how do you describe yourself?
Creative, perfectionist, and resilient