Yasmin Sewell Fashion & retail consultant
Co-Founder être cécile.

Let’s do a quick rundown of Sewell’s dream-level career trajectory shall we? An Australian-born, London-based fashion consultant and co-founder of label être cécile (if you’re not familiar, welcome to your new favourite chic-casual essentials… and you’re welcome), Sewell went from early school leaver to real estate maven to boutique-owner to creative fashion consultant all in the matter of a decade. She was responsible for reinvigorating a previously staid Liberty London in the early to mid noughties, redesigning the store’s interior and introducing over 70 new brands. So it’s little wonder that she has transitioned from opinion leader to fashion designer just as seamlessly. “[être cécile] was a very spontaneous decision, [we] were craving something missing in the market so we created it and voila. I didn’t really think too much about what it could become but I knew I wanted it to sell. It has grown so much that it’s sort of racing ahead of us and we’re still trying to catch up!”

If you’ve been watching Sewell’s choice street style looks over the years via style.com (and we know you have), you would already be aware that the woman knows a thing or two about curating an aesthetic that can only be described as immaculately undone. The kind of looks that appear to be thrown together with 360 degree originality that has most of us mere mortals wondering  “how DID she do that?” She possesses an innate sense of style that no amount of magazine referencing, training or experience could ever deliver and carries it all off with an unabashed air of confidence that convinces you that yes, in fact, she IS born with it (and no, it’s not Maybelline). Sewell references an eclectic roster of designer favourites within her wardrobe including J.W Anderson, Isa Rfen, Celine, Chloe, Acne, Marques Almeida, Roksanda Ilincic and Rosie Assouline.  And just like her beauty routine, her career motto is just as beautifully straight-forward: “Find what you love and do it, if you love it, you’ll most likely be ok at it.” Or, you know, as in Sewell’s case, more than ok at it.

Words by Anna McLeod

Photographed by Johanna Nyholm

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