A week ago we sat with YNM's creative designer Yasmin Al Mulla, where we chatted not only about the brand, YNM, but also about the local fashion industry. Before revealing what she had to tell us, here's a brief background about the brand itself!
"Y N M is a contemporary ready-to-wear fashion label based in Dubai. Simplicity, elegance and clean cuts are the keynotes of each garment. The concept revolves around combining different aspects of form and innovative classic designs in order to achieve timeless feminine pieces."
In her lovely atelier -which strictly emphasises her label- we discussed her affiliation with fashion and design. Not only did Al-Mulla develop a love for fashion at a young age, but she also studied design to pursue her dream. Although she graduated with a bachelor's degree in International Relations, Al-Mulla took intense fashion courses at the notable London College of Fashion before starting her own fashion company. Her late father encouraged her to strive for a career in design; that was when the aspiring designer founded YNM alongside her sister, Nesreen, who is the managing director. By March the workshop was ready, and the official launch took place in September.
As Emirati's, we couldn't help but ask Yasmin about her local consumers and how YNM fits in the local market. "My clothes are all about simplicity, clean cuts, and quality. I use different fabrics such as chiffon, crepe, linen... depending on the theme behind the collection or my mood board," she claims. "Before the official launch, I was so stressed because I wasn't sure about the how the local market would respond. However, at the unveiling of my debut, we sold everything in about 3 months. This was the response from the market. People wanted new things."
Then we shifted the focus on design. We wanted to know what YNM's logo represented. Laughingly, Yasmin asked us "What do you see?", and we came to know that since the brand represents simplicity and clean cuts, the logo represents art deco. In every season, Yasmin uses the same shape of two dresses which she named "Aster" and "Reed". She doesn't reproduce the same piece after it sells out. It's a smart move since this gives the brand and customers more exclusivity.
For her Cruise 2015 collection, Al-Mulla focuses on graphics and polka-dots, not wandering further than monochrome with her colour palette. Classic garments such as the Montclair and the Quartet emphasise minimalism and sophistication. Our favourite piece? The Alphanse.
The designer advises that people should educate themselves about fashion before becoming a fashion designer. Further adding that she can't manage this brand without her sister, who takes care of everything except designing, and would love to thank her for that.
Although Yasmin is taking her brand slowly, she says that she would love to go international one day. For now, YNM is sold online or through personal appointments at the atelier.