In the world of Jasmine Ypermachou, the concept of fashion takes the form of a mini skirt studded with beads; A world made of elements that coexist with each other with harmony and avant-garde momentum, using sustainable fabrics, modern techniques and (a lot of) hard work.
Let us guide you to discover Jas The Label and the FEMINATURE collection, presented at this year’s Milan Fashion Week. Let’s find out more about the brand and its designer together.
Jasmine: We last spoke a week ago after the show in Milan. Can you tell us how it has evolved since then? And how do you feel about the fact that you had the chance to present your collection in the Capital of Italian fashion?
Since the show I have been speaking with potential buyers and stylists regarding my collection. My social medial channels have grown as I have been sharing show content and building my platform. I am so grateful and happy to have shared my collection in Milan. It was such a good opportunity for me as a young designer and a big achievement in my career! I hope I will have another opportunity to present my brand in Milan and across the world as this was my first ever show.
Before becoming a fashion designer, did you studied in the artistic field? Can you tell us something about that period?
I studied at the University of Technology Sydney (Australia) and completed a Bachelor’s Degree in Design, specialising in Fashion and Textiles. I have loved fashion since I was young, but studying it at university has made my love grow fonder. I have learnt a lot about innovative design, especially through knitting techniques which I learnt and practiced at university. Creating unique knitwear has become my passion as a designer because of this.
Was the idea of creating your own brand born by chance or has it always been a “life-long dream”?
I have always wanted to create my own label, but as a student it has been hard work without a strong source of income. It was not by chance, but was a very long process to build. I tried to be sustainable and source recycled and local materials which allowed me to create all my pieces in high quality. As I create all pieces myself by hand, it took a very long time to finalise this collection. With hard work and determination, also while working full time at another job, I built Jas The Label.
What has inspired your designs?
My designs are always inspired by personal experience and my beliefs. The FEMINATURE collection I shared at fashion week was inspired by femininity and power. It explores the importance of female self-expression and liberation through the adornment of hand beading and knitting techniques. I’m inspired by sustainable designers and slow fashion techniques and make sure I use sustainable materials in my designs.
Can you describe the “JAS the label persona”?
The Jas the Label persona is a confident and eccentric woman. She wears what she wants to wear and dresses to please only herself. She is not afraid to be avant garde, she is proud of her body and wants to break down barriers of gender roles.
Would you change something in the fashion field?
I would change the fashion Industry to be more ethical in design stealing. I have had my designs stolen and copied before and it is very sad having something you worked so hard on to be copied and sold by bigger brands. I wish there were harsher laws and social standards for copying designs, so young small creators can have a greater platform to share their work. And also I wish there was less fast fashion culture. The fashion industry contributes so greatly to the climate crisis and world waste. If we support smaller creators more and mass produced clothing less, then we will all be making a difference.
A lot of people didn’t like the (EVENT SAVO) Fashion Week this year. What do you think about it? What would you have changed?
The Event Savo show was a great opportunity for me as a young designer to share my collection and I am very grateful for this. However, I did believe it could have been better organised, with more rehearsals and order behind the scenes. The venue was also changed with little notice and a lot of the designers felt this had a negative impact on their experience. My designs were sent out in the incorrect order due to lack of time and miscommunication. I personally enjoyed the show, but as a designer, I would have had more rehearsals, and would like all the staff to know the correct details so It could’ve gone more smoothly. For my first presentation, I was glad I was part of the Event Savo Fashion Week show.
Do you think that Fashion is made by collaboration and friendship/partnership or do you believe there’s more competition?
Sadly, I believe that there is a lot of competitiveness among designers. I have had experience with other designers trying to bring me down and being unhappy for my achievements, and it has been very hurtful. I believe we all have something special and different to offer and we should celebrate each other’s work together. I would love to collaborate with people as I believe you can create such unique and advanced ideas with multiple minds. I hope I can have the opportunity to collaborate with textile artists, print designers and other creatives and maybe we could make something special.
Tell us three pillars (brands or people) for you and why did they played such an important role in your life and career.
My mother has been a big support of my career and journey. She always wants me to challenge myself and give my all to my work. She came with me to Milan to support me in the show and I am so grateful she could be with me in something so important and special in my career.
Another support was one of my teachers during my studies at university, as they were able to give me all the creative freedom while also giving me constructive feedback to improve myself. I have grown so much as a designer and ensure all my creations have purpose as a result of their guidance.
A brand that has been an inspiration is Fanci Club from Vietnam. They have such unique designs and a strong focus on sustainability in all their work. While studying at university, I followed them very closely and their ability to empower women in their clothing and use unique shapes and fabrics was very inspiring to me.
Do you think Italy helped you from a working point of view?
Yes, I believe it has given me an opportunity to share my work and meet new people which will hopefully open up work for me. I have a job back in Australia, but I have always wanted to work overseas and presenting my work in Italy has opened the door for this dream.
If you could give an advice to everyone who wants to start a career as a Fashion Designer, what would it be and why?
Fashion is a very competitive and difficult industry so I would say, make sure you stay true to yourself and believe in your designs. People will always be doubtful, but do not let it get to you. If you believe in yourself and follow your heart you will always be successful in fashion because it’s subjective and someone will always enjoy your creations.
What are your plans for the future?
In the future I want to have more support and funds to build Jas the Label into a bigger brand and create a loyal following. I want to continue making innovative knitwear and learn more techniques so my designs can evolve. I hope to become a global designer, and branch out to more countries. My ultimate goal is to make change in the way women can dress in fashion and make women around the world feel confident and beautiful in my collections.