Yasmin Brown: “Fashion should empower women to embrace their individuality and dream big”
Crafting Elegance Through Heritage and Heartbreak
Yasmin Brown discusses her journey as a designer, the influence of her heritage, and her commitment to empowering women through her brand, Saadia Studio, blending elegance with personal storytelling.
Yasmin Brown stands at the intersection of heritage and innovation, crafting a narrative that resonates deeply within the fashion industry. As the founder of Saadia Studio, she channels her unique background—half Moroccan and half English—into designs that celebrate femininity and elegance. Each piece is a testament to her journey, reflecting not only her personal experiences but also the timeless glamour of the 1800s, 50s, and 60s. Yasmin’s work invites women to embrace their individuality and dream big, offering a blend of exclusivity and artistry that is both striking and sophisticated.
Her story is one of resilience, shaped by the challenges of navigating cultural identity and personal heartbreak. The loss of her grandmother, Saadia, profoundly impacted her, serving as both a source of inspiration and a reminder of the strength found in vulnerability. Through her designs, Yasmin honors her grandmother’s legacy, infusing each creation with a sense of history and emotional depth.
In this exclusive interview with Mosaic Digest Magazine, Yasmin shares insights into her creative process, the challenges of building her brand, and her aspirations for the future. She discusses the importance of collaboration within her team and her vision for Saadia Studio as a globally recognized name in luxury fashion. Join us as we explore the mind of a designer who is not only redefining luxury fashion but also empowering women to embrace their unique stories with heart and purpose.
Yasmin Brown’s designs beautifully merge cultural heritage and modern elegance, inspiring women to embrace their individuality with every exquisite piece.
Can you tell us more about the creative process behind your designs? Where do you draw your inspiration from, and how does it influence the pieces you create for SAADIA STUDIO?
Saadia Studio is inspired by my childhood dreams and a love for the glamour of the 1800s,50s, and 60s. Growing up, classic films and period dramas sparked my imagination, and I often fantasized about a life filled with elegance and femininity. Ballet and films like Burlesque and the nutcracker deepened my passion for beauty, strength, and confidence. I create pieces I desire, offering exclusivity and timeless elegance for women who dream big and appreciate bespoke fashion. My design inspiration draws from the delicate flow and softness of ballerina fabrics, juxtaposed with the sharp precision of their movements. This contrast aligns beautifully with the bold, striking aesthetics of the costumes in the film Burlesque, blending elegance with a touch of show-stopping drama.
You mentioned that you started SAADIA STUDIO after a personal heartbreak. How has that experience shaped your approach to fashion and the storytelling behind your designs?
In 2022, after my first romantic heartbreak, I felt physically and mentally drained, lost in a sea of uncertainty. I had just left London, feeling disconnected from my career and life. During this painful period, I realized how long it had been since I daydreamed about the beautiful things that once brought me joy and a feeling of safety. To distract myself, I decided to design a dress, reconnecting with those childhood dreams that had always inspired me. That simple act reignited my passion and gave me a sense of purpose. My personal heartbreak became the catalyst for Saadia Studio, reminding me how creativity can heal and transform pain into beauty. Heartbreak transformed me profoundly, from being hyperactive, unfocused, often caught in cycles of reckless behaviour to embracing a calm, mindful, and peaceful demeanour. This shift allowed me to reconnect with a feminine side I had always yearned to embody and when you look at my designs, I try to affect the tranquillity reflected in the fabric choices and the elegance of the silhouettes. The entire aesthetic of my brand is aimed to capture the essence of a peaceful woman—graceful, composed, and authentic.
What challenges have you faced in balancing your full-time job at JOSEPH with building your own brand? How do you stay motivated and focused on your goals during this journey?
Juggling a full-time role at JOSEPH whilst building my own brand is a challenge, especially with long hours and limited personal time. The biggest motivation comes from my desire to break free from traditional work structures and create something that’s truly mine. Managing both requires strict organization, from scheduling work sessions to keeping financials in check. I’ve also learned to let go of unrealistic expectations and the pressure to be perfect. By focusing on quality over quantity and setting achievable goals, I’ve found a more sustainable approach that keeps me motivated and allows me to enjoy the creative process.
As a designer aiming to create high-end womenswear, what distinguishes SAADIA STUDIO from other luxury brands in the industry? What values or aesthetics do you want to communicate through your label?
At SAADIA STUDIO, the quality of life for my team is the foundation of the brand. I believe a positive, inspired team is essential to creating exceptional work. I’ve experienced too many environments where people feel like numbers, and their passion fades, leading to subpar results. I want my team to feel like collaborators, not employees, and that sense of ownership will reflect in the work. In terms of product, I’m committed to transparency, exceptional quality, and a top-tier experience from start to finish. Everything from the craftsmanship to the work environment will embody the same elevated standards.
How has your education at the London College of Fashion influenced the technical aspects of your design process, especially since you studied menswear? Do you find elements of menswear influencing your womenswear designs?
My education at the London College of Fashion gave me a strong foundation in the technical aspects of design, particularly around craftsmanship and quality. While I’m not hands-on with garment construction—I prefer directing the process rather than making pieces myself—I have a deep appreciation for high-quality materials, perfect fit, and fine detail. My work is driven by classic, feminine cuts, inspired by icons like Audrey Hepburn. Menswear hasn’t directly influenced my designs, but my focus is always on creating pieces that are well-made, enduring, and something you either cherish forever or pass down through generations.
You mentioned your goal of designing one-off pieces for the Cannes Film Festival. What does success look like for you beyond that? Where do you envision SAADIA STUDIO in the next few years?
My ultimate vision has always been to design for someone I admire and who truly inspires me. If I had to choose, dressing Emma Grede, Mona Patel and RAYE—three of my greatest role models—for the Cannes Film Festival would be the realization of a lifelong dream.
Beyond that, success means building a globally recognized brand with boutique stores, a talented team, and a sustainable, profitable business. I aspire to have the freedom to pursue passion projects and support my family and friends financially, helping others achieve their own dreams. For me, success goes beyond personal achievement; it’s about creating opportunities for those around me. My proudest moment would be making a real impact by opening doors for the next generation, especially in the creative industry, where opportunities are often limited.
Photo by Yu Kotani @ Koot02
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Instagram: saadiastudiolondon
TikTok @saadiastudiolondon