‘Fun with an identity’ is how Cello Yasei describes her clothes, which is definitely apparent when looking at her menswear collection.
As from young age it was clear that Yasei was destined to be in the industry, as she has always sewed clothes, starting with her toys to make them look unique, to drawing men with different identities and emotions. Hence why the accountant-turned-designer, is not afraid of incorporating a bold print or heavily embellished piece into her collection because she understands her customer’s personality and doesn’t believe in changing it, but instead enhances it.
Her clientele range from boys to men, who have strong personalities and are not reluctant to express that through their clothes. Yasei pieces vary from a bank-friendly £25 to £500 for the more intricate designs. Although one material that she swears by, is high quality faux fur – as she has openly stated being against animal cruelty.
In his latest collection, the self-taught designer wanted to represent ‘Freedom’ which is why the collection has an East-meets-West feel because her muses were in fact, David Bowie and Gdragon – who she believes encompasses the meaning of the word. Not to mention reinforcing her brand ethos ‘Wild, young and inspiring’.
What about womenswear? Well prior to menswear, Yasei was actually a womenswear designer but felt a stronger passion to pursue menswear. However she hasn’t ruled out and says she is definitely considering a womenswear label in the future – which is exciting stuff!
2015 will definitely be a busy and productive year for Yasei, as she will be teaming up with the ESMOD Japan graduate and Japanese bespoke fashion designer, Tsukasa Emori; on something very exciting that we should be informed about in the near future.
However if you cannot wait until then, Yasei will be showcasing her work at Brillante fashion show on the 25 – so buy a ticket if you haven’t already!
written by Elizabeth Pascka