Yasmin Sewell grew up in Australia but made a name for herself on the London fashion scene. In the late ‘90s, Sewell opened the highly influential shop Yasmin Cho in SoHo, which carried emerging fashion labels such as Rick Owens, and where Courtney Love was a regular client. Sewell eventually parlayed her keen fashion instincts into leading the buying teams at the British department stores Browns and Liberty in the early 2000s, helping to launch avant-garde brands like Christopher Kane and introducing minimalist-cool labels Acne and The Row to the U.K. In 2017, Sewell became vice president of the luxury retail platform Farfetch, where she stayed for a year before yearning for a change—a rather radical one.
In 2021, the high-profile tastemaker and street-style fixture put fashion to the side, professionally-speaking, and launched Vyrao: a line of wellbeing-focused fragrances to elicit emotions and positive energy, formulated by master perfumer Lyn Harris. The feel-good fragrances launched at Selfridges and Saks Fifth Avenue, in addition to recently landing at Violet Grey. “Everything we do at Vyrao is about raising our sense of positivity, joy and vibration,” says Sewell of her intention for the brand.
Here, the London-based Sewell shares how this creativity and sense of adventure shape her everyday life and work wardrobe. For starters, “I’m not a grey-basics girl and I don’t do classic,” she says. “I invest in items that are colorful, comfortable, easy to wear and stand the test of time.” Read on for a glimpse into Sewell’s closet and psyche.
Shop Yasmin Sewell’s Work Wardrobe
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