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Sometimes people approach the company to work with us, and if it doesn’t feel right, no matter how large the paycheck, we don’t do it. I absolutely live off my instincts: I don’t use them in part, they extend to every single element of my business, with every decision I make. It’s all about a feeling. Instinct, instinct, instinct is everything.

How do you see a perfect retail setup now? Brick and mortar? Online?
If you’ve got brick and mortar, you kind of have to do online, unless you’ve got something really unique and special to draw people away from online. In this day and age, you can’t just put clothes somewhere and sell them—you need an understanding of every aspect that it takes to be successful, and you must have the ability to use the skills required. If your understanding of customer and sales are not at the highest level, you’re not in the game. If you’re not using every form of social media effectively, all the time, you’re not in the game. If you don’t have a true point of difference, you’re not in the game. If your stock offering is not unique and thought out, you’

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Firstly, who is Yasmin Sewell?

Buyer, stylist, fashion consultant, British Fashion Council committee member, creative director. The list goes on. Yasmin Sewell is truly an inspiration. Sewell is someone who not only knows fashion, but indeed to many she is fashion.

With stores and brands under her belt by her early twenties, she progressed through her career as a buyer to where she is today – owner of some of the coolest brands in town.

Read on, as we explore two of Yasmin’s creations, Beach In The East and être cécile, both on sale with us today.

Where did the idea for the Beach In The East pop-up project come from?
We were responding to the increasing need to come up with exciting new retail concepts, and so in reaction to a new trend and moment in fashion, Beach In The East was created as my first pop-up project with Paper Mache Tiger, in the heart of East London’s Shoreditch.

What was unique about the concept?
The pop-up store gave customers the surreal and transportive opportunity to escape into a summer world, inspired by the nostalgia of 70s California, Z-Boys, the

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Yasmin Sewell is bringing her creative force back to Australia

YASMIN SEWELL is arguably Australia’s biggest fashion export, and now the global creative force is back in her homeland as Westfield's style muse.

It’s no understatement to say Yasmin Sewell is one of the most influential women in fashion. The Australian-born, London-based creative consultant was a “street style” star and “fashion influencer” long before either of those two phrases became common parlance in fashion-land. Her elegance, innate style, ability to pick out the latest trend and the newest designer, and her understanding of what fashion consumers want, have seen her in a variety of roles over a 20-year-career in fashion. She is a woman in demand.

She has advised French brand Chloe on how to reinvigorate its bag business, collaborated with high-end labels, such as Hermes, and served as the fashion director of e-commerce website Style.com. She is sought for her business nous, her talent as a brand strategist, her ability to trend forecast and her understanding of what makes a great fashion retail experi