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18-03-2008
  16
i'm almost ready..
 
adorefaith's Avatar
 
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some more of yasmin that i had saved..
from elle, the sartorialist + style and the city








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Last edited by adorefaith; 18-03-2008 at 11:07 PM.
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19-03-2008
  17
V.I.P.
 
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Quote:
Originally Posted by JFCoelho View Post
I never knew she was married to the actor Rufus Sewell! What an interesting discovery.
I thought that was interesting as well...

from British Vogue.co.uk

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19-03-2008
  18
windowshopping
 
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yay, there are so many images I haven't seen before!

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30-04-2008
  19
windowshopping
 
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Another image from the sartorialist


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31-05-2008
  20
fashion insider
 
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i love her

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10-09-2008
  21
i'm almost ready..
 
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looking gorgeous at NYFW


style.com

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10-09-2008
  22
backstage pass
 
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she's beautiful and has great style, does any1 know what her ethnicity is?

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10-09-2008
  23
Meg
inspired contemplation
 
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yay! she's looking great! I love that blue blazer/cardigan (can't tell which). Anyone have any idea who it's by?

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25-09-2008
  24
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she's amazine!!!!!!!!!!!!! we need more pics

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i heart Viggo Mortensen, James Franco, Mathias Lauridsen,Matthew Goode in that order
blog- http://plainblackts.blogspot.com/
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27-09-2008
  25
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london fashion week..

handbag.com

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27-09-2008
  26
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Quote:
Best dressed girl from Oz

Georgina Safe | April 09, 2008

ASMIN Sewell is enjoying a well-deserved break at her home on Sydney's Bondi beach. Sewell has been on the fashion merry-go-round at full tilt since she was 19, when she left Australia for London. There, she opened the cult Soho boutique Yasmin Cho, which she ran for three years before moving back to Australia to work as a stylist and personal shopper for Sydney's A-list. A phone call from Mrs B (that's Joan Burstein, if you're not a regular fashion page reader) lured her back to London to join Burstein's chichi Brown's Focus store as buying director, a job that put her front row at every fashion show and led to her being featured regularly in magazines including the British and US editions of Vogue, Elle and Harper's Bazaar.
When Sewell left Brown's Focus in November last year, the British fashion press was breathless with anticipation: "One of the biggest positions in London - indeed the world - is vacant again," Vogue.com exclaimed. "Yasmin Sewell has announced that she's leaving Brown's to set up her own fashion and retail consultancy business. It was the hottest gossip at the British Fashion Awards and now the rumour mill is in full throttle as we all wonder who will take up the hallowed fashion position at the front of British buying."
Sewell, meanwhile, was getting a plane ticket to Sydney, where we're enjoying a glass of wine in her leafy Bondi back yard. You may think Sewell would take some time out to relax after a hectic 10 years in the cut-throat world of British fashion. But the "well-deserved break" is exactly the duration of our drink; Sewell has already started her new job as a consultant for Australian label Saba.
"I was approached by a bunch of companies in December after I left Brown's," Sewell says. "Industry players around the world who had been in business for years with powerful men at the top. One of them who approached me was Andrew (Michael, general manager of the Apparel Group, which owns Saba), and there was something in his Australian openness, honesty and absolute no bulls..t approach that I loved. That was the kind of person I wanted to be communicating with, to whom I thought I could contribute some ideas."
Sadly, Sewell's idea of Saba - "as a kid growing up, Saba was always one of the coolest brands" - is but a distant memory. Once renowned for its crisp suiting, clever basics and colourful knitwear, the brand founded by Joe Saba in Melbourne in 1965 disappeared into fashion oblivion after it was acquired by Daniel Besen in 2002.
When the Apparel Group bought it from Besen in 2006, it was with the aim of reinvigorating the brand by returning to its founder's vision of modern simplicity.
Enter Sewell, whose personal style of clean lines mixed with some directional pieces is an embodiment of what Saba is aiming for.
"I want to inject that edginess and direction back into the brand," Sewell says. "Saba has been quite quiet for a while, and while the Apparel Group (is) doing great things already, there is an element missing, we need to start making some noise."
Working with the brand's two head designers, Sewell will be signing off on monthly deliveries, looking at fabric, colours, editing collections, adding directional elements each season. "It might be a fabulous, beautifully made black dress that can take you from day to night," she says.
But the biggest input will be her eye. Sewell is known for her ability to spot the next big thing, a skill she has honed during a decade in the industry and that she will use to identify and interpret the international trends for Saba's collections.
"That's what I do for a living, spot things," Sewell says. "I'll be spotting things from around the world and editing them down for Saba." It's a sweet homecoming for Sewell, who readily admits she left Sydney for London "because nobody in Australian fashion would give me a job".
Her first few years in London were hard. "I wasn't able to zero in on my thing, I didn't like working for magazines, I was crap as a stylist and I couldn't use a sewing machine," she says.
"I also found it quite ruthless in London, but I learned a lot from it."
Ironically, her first job was at Brown's as a window dresser. "It was probably one of the worst jobs of my life, but it was also a big inspiration for me, but not for the reasons you would think."
"Brown's at that time was quite old-fashioned and pretentious. People were being snubbed because it was presumed to be only a store for rich people. I only lasted a few months but I looked around and thought: 'Why can't we have a store that has the best clothes in the world, but also makes people feel good at the same time?"' With this goal in mind, at 22 Sewell opened Yasmin Cho in 1998.
After three years in business, during the early noughties the Poland Street boutique became one of the most chic, beloved of magazine editors, musicians and socialites.
"It was basically three years of sitting on the couch drinking cups of tea and trying on clothes," Sewell says.
She returned to Australia in 2003, ostensibly to take a year off, but soon found herself working part time as a consultant to Westfield and Lend Lease while continuing to shop for her personal clients.
"That was a real period of personal growth for me and I was enjoying being back in Sydney, but ultimately I wanted to get right back into it again. I felt like I wasn't quite done in London, but I was quite sure what was next." The answer came one day in December 2004, when the telephone rang and Mrs B was on the other end of the line offering her a job. "I flew over to talk to her and that was that," Sewell says.
She began as fashion consultant for Brown's before taking on international status as the store's buying director. Her brief for one of the most revered jobs in fashion was simply to "find the best things in the world".
Having left school at 15 - "I hated it, the whole year was about mufti day for me" - Sewell credits her success to an innate sense of aesthetics, customer service and hard work. "During London Fashion Week I was getting 200 look books a day from people wanting to show me their stuff. I look at everything I possibly can." And what catches her eye? "If you do something with a point of difference, people will take notice."
Through her patronage of young talent, Sewell has helped launch the careers of designers including Nicholas Ghesquiere, Christopher Kane, Marios Schwab and Australia's Josh Goot and Tina Kalivas.
In the process, Sewell has become a high-profile industry identity.
She is former board member of the British Fashion Council and judge of the Swiss Textiles Award and is regularly featured on fashion lovers' favourite website, Scott Schuman's The Sartorialist. Sewell is pictured four times in The Sartorialist's Best of Season wrap of the world's most stylish people, with Schuman noting: "As you can see she really has great style. One thing that I noticed while reviewing these shots is that Yasmin doesn't rely on big-time accessories or 'must-have' designer pieces, but she really rocks: a great haircut and brilliant smile."
It is the reader comments, however, that are the most enthusiastic.
"She is my ideal style icon," one reader writes, with another declaring "Yasmin Sewell is super super chic." Yet another enthuses: "Love Yasmin whatever she's wearing. Understated, classy; best dressed Australian ever."
Jokes Sewell: "If I'm ever feeling a bit down on myself, I log on to The Sartorialist."
Given all the accolades and admiration, why did she up and leave one of the best jobs in international fashion? "I felt I'd done everything I could do there and I just really wanted to do other retail projects," she says.
Sewell has also taken on a consultancy job overseeing the redevelopment of London department store Liberty's fashion offering, but for now she is most focused on Saba.
"We felt Yasmin's skills and knowledge and the fact she is an Australian herself was a good fit with our brand," Michael says. "We want to strengthen our business as a mass premium label."
Saba has already come a long way. Since acquiring Saba in 2006, the Apparel Group has expanded distribution across six states through 21 stand-alone shops and 42 concessions in David Jones.
Sewell will spend three months of the year working alongside the Saba team in Australia to further build the brand. The other nine months she is based in London running her new consultancy.
theaustralian

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27-09-2008
  27
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Quote:
Yasmin Sewell: Buying Power

Fashion gun-for-hire Yasmin Sewell talks to Natasha Paulini about Browns, bowling and her beloved Bayswater


There’s a top tier of people that know clothes. Really know clothes. We’re not talking the average person and their (okay, my) wardrobe crammed with the flotsam-jetsam of ill thought-out shopping trips. We’re talking those that see a tartan/Wayfarer/Russian folk trend a decade before it filters into whatever high-street store the rest of us get our fashion fixes from. Yasmin Sewell is one of those people.
Tiny, vivacious, with a killer smile and the best hair ever, she turns most fashion stereotypes smack bang on their Agyness-inspired, peroxide-blonde heads. Early for our interview, without a scrap of makeup and casually perched on a cushioned bench at the Electric in jeans and a cotton shirt, Yasmin’s eyes skim over the menu, vacillating between chicken, or fish, or chicken. Or fish. Finally, she settles for the chicken. But it becomes apparent very early on that that sort of indecision is contained to dining choices only.
Owner of Soho cult boutique Yasmin Cho and ex-buying director for Browns, Yasmin shocked a few fashion faces when it was announced earlier this year she was leaving the London style temple to start her own fashion consultancy business. “I loved what I had access to in Browns,” she says earnestly. “It’s an incredible institution and the respect that people have in the industry for that store is like nothing else, but I love working for myself and I knew that I could do more.”
Born to Lebanese parents and bred on Australia’s Sydney beaches, Yasmin’s always harboured a love of fashion. “My first memory is my mum. Not in a ‘borrow Mummy’s Chanel handbag’ way – that wasn’t my life at all. She went through a stage of making her own clothes, and they were fabulous: pink strapless gowns, lots of shoulder pads...”
School played the kind of role educational institutions often do for creative souls – “I would say I was the strongest on dress-down day; I really went for it” – so Yasmin left, at the worldly age of 15. “I was offered a job in a small estate agency McGrath Partners – a young, dynamic under-30 crew working for a psychotically ambitious man [John McGrath]. I spent two or three years with him as his PA, and it was the best higher education I could have had. But when I got ambitious, I thought, ‘No, no, no – fashion, babes.’ Not corporate: don’t tie my hair back, don’t tell me to wear a suit. I wanted to work in a creative field, but a young girl from a corporate industry, people didn’t want to give me a chance.”
Yasmin ended up moving to London, not for the lure of the bigger industry, but for the lure of a bigger (English)man. Things didn’t work out, but a career in retail did, starting – interestingly enough – as a window dresser at Browns. The real buying buzz, though, bit in New York. “I was 21, but I didn’t really know what to do,” Yasmin says. “Some people with a store in Australia asked me to buy some collections for them and I remember going in to my first appointments. I loved the process behind it: you fall in love with something, buy it, and six months’ time it’ll be on a shop floor and some lady’s going to walk in who’ll fall in love with it too, and it’ll be put it in a little bag with tissue paper and she’ll go home and be happy.”
The love of “predicting; of looking to the future” led to a fortuitous phone call from Joan Burstein, affectionately known in fashion circles as Mrs B, legendary owner of Browns. “Seven in the morning: ‘Would you come back to London? Would you come back to work for me?’ Straight into the conversation; no messing around.”
Three and a half years on, what was Browns’ loss is Yasmin’s growing client base’s gain. “I was nervous about getting it off the ground, but I had some savings,” she smiles ruefully. “As soon as I put it out there, though, within about four weeks I was at full capacity. I took on a six-month contract with Australian brand Saba. And then there’s Liberty, which is a massive, massive one, because it’s a revitalisation of the entire store.”
Changes are clearly afoot at what Oscar Wilde once described as “the chosen resort of the artistic shopper”. Geoffroy de La Bourdonnaye, ex-president of LVMH’s Christian Lacroix subsidiary, joined Liberty as CEO mid last year, and has been shaking things up at the luxury department store ever since. “That’s what I want to go back to,” says Yasmin. “Liberty is a specialty store – it was always about the avant-garde, about service, about artistic beauty. But I think the fashion’s gone astray. The issues I have with Liberty, which most people would get, is that it’s quite cluttered.”
Not to worry, the clean-up is underway, with a revamped shoe section launched last July, and an all-new women’s floor due in February. But I get the feeling Liberty’s makeover has only just begun. “I don’t believe in a bag room – I think that’s really outdated,” says Yasmin. “I do believe, though, in a room full of scarves. It’s a fast-growing accessory, everyone’s wearing them – from 18 to 80 year olds.”
A little more close to home, the brains behind Le Café Anglais and Food Inc are turning their attention to the Whiteleys fashion floor, and have sniffed out Yasmin’s talents already. “We’re in talks about a full retail strategy; something quite radical and wonderful. I love the idea of working with Whiteleys. It’s like a boutique shopping mall, with a great location – and it’s my local. It could be something really special, and kind of the opposite to what Westfields are doing.”
Ensconced on Queens Gardens – “my favourite street of all time” – Yasmin is a self-confessed west London stalwart. “I want to live here forever. I love the orange blossom tree in March and my little balcony that I can sunbake on. I love that I can turn left and be in Hyde Park in one minute, walk through the park and be in the West End in 15 or turn right and be in Notting Hill in five minutes. Everything I need is right here. It feels like my place – even more than where I was growing up in Australia. I don’t know why, it’s just my hood.”
Mandarin Kitchen on Queensway gets a mention – “great steamed fish and a lobster-noodle thing which is brilliant” – as does Halepi on Leinster Terrace: “The best Greek food in London without a doubt; I go there maybe three times a week.” Rose’s Dining Room on Westbourne Park Road is also a favourite. “In the last three years, I’ve maybe spent 100 hours in there, and always order the Sunday roast. A good friend of mine works there so I used to often hang out with her while she was serving, just sit there for four, five hours.”
Surprisingly it’s not a swanky fashionista bar, awash with beautiful people, that earns the number-one spot: that title goes to All Star Lanes. Yep, flailing limbs, bowling shoes and disco tunes are more Yasmin’s thing. “I’m quite good!” she exclaims. “Well, I want to be good.” Industry insiders would have it, she already is.

YASMIN'S HIT LIST

Myla
I love lingerie; hot and sexy.
77 Lonsdale Road, W11 2DF; 020 7221 9222 Diptyque
I stock up on their beautiful candles all the time.
195 Westbourne Grove, W11 2SB; 020 7727 8673
Heidi Klein
Before I go back to Australia, or on holidays, I always go to Heidi Klein and grab two or three bikinis.
174 Westbourne Grove, W11 2RW; 020 7243 5665
Una Brennan
She is one of the best facialists in the country. Two hours of bliss; doesn’t look at the time; she just loves what she does.
020 7313 9835
Planet Organic
I go every Sunday to get all my groceries.
42 Westbourne Grove, W2 5SH; 020 7727 2227

grovemagazine

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27-09-2008
  28
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Quote:
Originally Posted by Diorlover View Post
she's beautiful and has great style, does any1 know what her ethnicity is?
lebanese..

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27-09-2008
  29
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from may of this year..


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27-09-2008
  30
Meg
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wow!! Interviews! How exciting. She's very down to Earth, which I like. I had no idea that she owned her own boutique. I'm always perplexed by people who say oh I just moved to London and was in the fashion industry. How exactly did they do it? When I first moved to London I applied to absolutely crap jobs in Harrods/Harvey Nichols/Browns/etc. and they were all like minimum 2+ years working for luxury retailer. I gave them my CV anyway and nothing. Ah well.

I wonder if she knows she has a page here.....

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