INTERVIEW: Young people prefer sustainability in fashion - Designer Yasmine Yeya

Noha Eid, Wednesday 2 Oct 2024

Ahram Online talks with Egyptian fashion designer Yasmine Yeya, who is known for intricate strokes elegant simplicity, innovative aesthetics, and dressing celebrities from the Arab world.

Yasmine Yeya

 

Born in 1981 to an Egyptian father and a mother of French descent, her inspiration stemmed from upbringing in a cosmopolitan environment that blends traditional Arab heritage with a modern European touch.

A graduate of the American University in Cairo, Yasmine Yeya career took off big after she showed at the international leading fashion designer competition “MBC’s Mission: Fashion” in 2008.

In 2017, she was named “The Bridal Wedding designer that charmed the world” by the international platform CNN.

In 2019, her success peaked regionally after being selected to participate in the UAE Expo 2020 Pavilion Art Program.

A year later, she was featured in Forbes’ “Women behind Middle Eastern Brands” list.

Yeya shares with Ahram Online insights and tips into milestones of her journey into fashion in this interview.

Ahram Online: How did your journey into the fashion world begin?

Yasmine Yeya: My passion for fashion started in childhood. I loved playing with fabrics, and my mother, who was skilled at sewing, greatly influenced my love for the craft.

As a young adult, I started designing my own dresses for special occasions, which my friends appreciated, then I started designing for my friends, and that is when the journey took off.

AO: Did you face any specific challenges at the beginning of your career? And are there factors that accelerated your progress in the fashion industry?

YY: I believe that anyone with a vision and determination doesn’t see challenges as obstacles. If you believe in yourself and your ideas, you can overcome any difficulties that arise.

I found it necessary to travel to Dubai, which surprised many of my close friends. They thought I was starting over after achieving success in Egypt. However, it was essential for me to explore a new phase of creativity in my career.

I hope clearer and smoother rules and regulations would be implemented in this industry.  For instance, the complexities of importing and exporting fabrics and the scarcity of skilled labour have always posed significant challenges.

AO: How do you view the current status of Egyptian designers on the global stage?

YY: There isn't a specific model that has achieved global recognition in the fashion world yet. However, there are talented new designers emerging locally, which is a positive indicator for the future of Egyptian fashion on the international scene.

AO: Has working with both international and Arab celebrities impacted your design ideas? And what moment in your career are you most proud of?

YY: The Arab body is more curvaceous, requiring specific designs that cater to it. In contrast, Western bodies often allow for bolder designs. Thus, I tend to favour simplicity in designs for Arab stars, while I feel freer to create bolder pieces for international celebrities.

Every designer has moments of pride. For me, I felt particularly proud when I was selected to design a dress for the First Lady of Egypt and when I collaborated with international stars like Jennifer Lopez and Megan Fox.

AO: Have you been influenced by any prominent international designers? And how do you derive inspiration for your designs?

YY: I have been deeply influenced by Elie Saab. I admired his designs even before embarking on my own fashion journey.

I draw inspiration from beauty itself. I see women as the true embodiment of beauty in the universe. I find peace and joy by the sea, which significantly influences my designs. I prefer to disconnect from the noise of daily life to create freely.

AO: What is your perspective on colour selection? Is your choice of colours based on a specific concept you wish to convey?

YY: The choice of colour reflects my emotional state. For me, colours represent philosophy, energy, and messages. For example, black symbolizes a blend of colours, while white signifies purity and tranquillity.

Before the COVID-19 pandemic, I had chosen colours for a collection that represented depth. After the pandemic, I decided to shift from navy to red, reflecting the joy and vibrancy people sought post-crisis.

AO: What advice would you offer to new designers? And how do you envision fashion globally in the near future?

YY: I encourage new designers to invest in their development and explore their talents in innovative ways.

There is a clear and strong trend towards sustainability among the new generation. We are facing challenges in the fashion industry due to certain factories that contribute to environmental degradation. Young consumers are increasingly seeking unique pieces, which may lead to the emergence of small-scale manufacturers and independent designers.

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