Representation + Brand Extension
Yasmin Sewell x Farfetch
Creative concept for the brand's SS18 campaign 'Welcome to the Neighbourhood' celebrating their global communityDigital Content
Yasmin Sewell is a world renowned retail and fashion consultant, brand expert and style icon. Australian-born but London based, she is an integral force in the rise of British fashion with a keen eye and unfailing instinct for spotting – and championing – emerging fashion talent.Read More
Yasmin Sewell is a world renowned retail and fashion consultant, brand expert and style icon. Australian-born but London based, Yasmin is an integral force in the rise of British fashion with a keen eye and unfailing instinct for spotting – and championing – emerging fashion talent. On arriving in London in 1996, Yasmin quickly established herself as an entrepreneur and savvy retail expert, launching her own boutique in bustling Soho and establishing her eponymous consultancy agency in 2008. As a consultant, Yasmin advises on branding concepts, retail strategies and compiles trend reports for luxury global brands, helping to shape their creative and edit their product offering. Her clients have included Acne, Chloé Liberty of London, Maje, Mulberry, Hermès and Peter Pilotto amongst others. Always with her finger on the pulse of emerging trends and talent, Yasmin’s expertise and experience lends a global perspective to the work she creates, uniting creativity and commerce. As Buying Director for London fashion institution Browns, Yasmin was a passionate advocate for celebrating the individuality of British style and was instrumental in spotting the next big thing. She was the first to snap up Christopher Kane in 2006 and encouraged J.W.Anderson to branch into womenswear. Yasmin’s support of emerging talent and standing in the industry is evidenced by her role as a British Fashion Council advisor and her past positions on the NEWGEN committee and as a British Fashion Awards judge. When Conde Nast ventured into ecommerce with the launch of style.com in late 2015, they enlisted Yasmin to steer their editorial vision in the role of Fashion Director. Soon after joining, her remit expanded to include overseeing all creative, communications and PR. In the summer of 2017 when Conde Nast partnered with online destination Farfetch, style.com was absorbed and Yasmin was appointed Vice President of Style and Creative. In this newly created role Yasmin is responsible for leading the global editorial and creative teams, as well as all content and the styling direction on the website. Renowned for her effortlessly chic asethetic, ever-present smile and signature curly hair, as well as her front row status, Yasmin was one of the original faces covered by street-style fashion photographers and she has since become an ambassador and influencer in her own right, starring in campaigns for Mango and Barney’s New York.