Yasmine and I have been friends for almost three years now. We met randomly one day whilst hiking in a wadi on a crisp January day in Jordan. Ever since then we've become close friends and stayed in touch even after I moved thousands of miles away to Afghanistan. Yasmine is one of those girls that are always so inspirationally dressed to perfection. Her own unique style is comfortable and welcoming, and with her perfect skin and beautiful smile you can't help but be amazed.
So, when she asked me to model her very first photo shoot for her first collection, I gladly accepted! And with a pool side location in her back garden, and the warm Jordanian sun, it was an ideal way to spend the afternoon!
After encouragement from her friends, Yasmine expanded her collection to include beach bags, t-shirts and maxi dresses and has started selling her items at stores in Jordan. She describes her label as “fresh, excited and happy…all of my designs have vibrant colours that are uplifting. ” Yasmine uses the Fatima hand, a Middle Eastern good luck charm, in most of her designs.
It's not all been easy and fun though. Yasmine describes some of the difficulties she faces as a new designer in Jordan, " finding the best fabric to use that is not very expensive is difficult, and most importantly it's difficult to maintain the quality and standards of products when producing in bulk".
Finally I asked Yasmine her dreams for Miname. “I’d love for Mimame to someday be internationally recognised. I’d love to have a standalone store here in Amman, then expand to the Middle East Region then Europe and the U.S. I’d also love it if one of my wraps was worn on a popular TV show like – Sex In The City, or Gossip Girl or 90210!
Ultimately, I’d love to be able to have my own workshop, where I can cut down on outsourcing and make everything in house. I’d then make sure to hire women, especially underprivileged women. “
Yasmine’s next collection will be out in summer 2011. She will have similar designs to this year and is planning to have a matching baby and mother range.