Behind the Renaissance: Yasmin Sewell
Yasmin Sewell, the internationally acclaimed fashion consultant is the muse for our Renaissance at Liberty. She explains her vision for the new Liberty and tells us what’s new for Spring/Summer 2009.
“The starting point for the renaissance, was the store’s inspiring history, coupled with a desire to tempt Liberty’s highly informed, design-savvy customers with a constant sense of discoveries-in-waiting. We’re introducing a fast-paced Bazaar on the ground floor; it is a reminder of the store’s origins, when buyers would scour the Orient and Middle East to bring back unusual ornaments and fabrics. They will find a wide and eclectic range of items, many limited-edition and always changing. We want customers to pop into the store regularly, knowing that it will always be different.”
On the first floor in the International Womenswear Room, Yasmin has focused on brand mix; Christopher Kane sits next to Balmain, Jil Sander and Calvin Klein sit with Josh Goot and Ohne Titel and Antonio Berardi with Alexander McQueen. She wants to mix ‘killer pieces’ by established and burgeoning designers.
We know that people love to roam around Liberty for the sake of it; they love the place, but the crucial thing is that we do the mixing for them. We present extraordinary, standout pieces, but also the things that go with them, so people understand how they can be worn in real life. Nothing should be too serious here. It’s definitely not like anything you’ll find in a generic luxury store. Liberty is a one-off. We’re unique.”
I’m really interested to see the Bazaar. There are some nice things on the ground floor but I got bored of seeing the same notecards and coffeetable books and those bloody Moleskine notebooks (I love them but you can get them in WHSmiths now) every time!
I went to the new gift room on the 3rd floor, wow – its awesome!! there are some beautiful old botanicals that i have my eye on!
Ms Sewell’s white dress is perfection – may I ask who made it and can I buy it in Liberty’s?
I most appreciate the introduction of new “real jewellery” designers. Frankly, I am tired of the faux bijoux and it is great to see new & unusual pieces made of gold & stones!