02 May 2013 by

We Speak To Yasmin Sewell & Rita Ora at Bicester Village’s Designers' Collective Launch

This morning GraziaDaily made the short trip out to Bicester Village to check out the opening of the Designers' Collective – a pop up at the chic outlet stocking some of the London’s best designers from Peter Pilotto to JW Anderson. We also got the chance to sit down with the ever gorgeous Rita Ora who is the face of this year’s pop up. While you’ll have to wait until later in the month to read the interview in the magazine, we took the moment to catch up with Yasmin Sewell, fashion’s most popular consultant on her role in curating this year’s Designer Collective.

Rita Ora and Yasmin Sewell at The Designers' Collective

Grazia Daily: Why did you want to get involved with the Designer Collective at Bicester Village?

Yasmin Sewell: I wanted to do something with Bicester because it has such an incredible reach.  It’s the most successful retail location in the UK – being able to expose young British designers to shoppers that probably don’t know them yet was really exciting. Most of the time Im a retail consultant, trying to build business in stores, but Bicester doesn’t need that support, which was appealing in many ways. And I just liked the idea of working with all my favourite designers!

There are people like Annina Vogel who has a great business and makes beautiful jewellery but I still don’t think people know of her as well. Or people like Nicholas Kirkwood, who the fashion industry knows really well, but should be as big as Louboutin. Then all the other guys like Lucas Nascimento, I absolutely love what he does but because he’s so new not everyone knows him.

Yasmin Sewell, Rita Ora & Henry Holland at the Designers' Collective

Grazia Daily: What was the concept behind the pop up?

Yasmin Sewell: This year we wanted to focus on ‘Future Vintage.’ We didn’t want anything to feel like past season stock or in any sense de-valued. If you were to buy one of these items, say a great dress from Jonathan Saunders, it’s the kind of thing you will hopefully own and wear for a long time because its seasonless and classic. And wherever Jonathan goes in his career – which we can only presume is up – you’ll think yeah, I bought that piece way back then, and it’s even more of a treasure now.

Grazia Daily: What do you feel about Rita Ora being the face of the project?

Yasmin Sewell: Love her! She’s so cute, and she’s so into it. You know she’s a London girl and she’s done so well for herself. I met her and we talked about product and she genuinely has a love for design and particularly British design – she’s a perfect ambassador.


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