Farfetch Stock- Front-Row Fixture Yasmin Sewell Has Created A Bright Green Oasis In The Heart Of East London
The redecoration, then the pandemic, have given her the impetus and space to recalibrate. “It’s really been a time of thinking about this next thing, thinking about where I want to go, what I want to do, who I want to work with,” she says. Wellness, rather than fashion, will be her new focus – not that she likes that word. “There are so many words that are overused now, ‘wellness’ has lost its power, ‘healing’ and ‘affirmation’, too,” she says. She laughingly admits to being “totally woo-woo, a hundred per cent. I have to just own it now.” But she is aware that the world of alternative therapy can be off-putting for some. She is careful to frame her insight as emotionally led, guided by intuition. “I was always intuitive as a buyer, I was an intuitive creative director. I was always feeling stuff.”
She knows what she’s doing, too. She’s been practising Vedic meditation since her twenties, has studied reiki and Integrative Quantum Medicine (a form of energy healing), is clued up on chakras, mantras, crystals and moon cycles, and makes a mean – or should that be serene? – chai tea.
With Vyrao, the line she’s launching on 20 May at Selfridges, she’s starting with five fragrances that aim to boost your mood. To the sceptics, she has this to say: “Everyone understands what it feels like when you walk into a room and it has a bad vibe. Everyone understands what ‘trusting my gut’ is. People say, ‘Oh, I met that person and I didn’t get a great feeling.’ What’s that feeling? This is all about connecting with energy and sense. That might freak people out, but I think, believing in a bit of magic – it’s much nicer!”