The allure of Paris is eternal with ornate buildings, endless street-fashion, effortlessly chic women, and gorgeous lingerie. Oh, the lingerie! There are pieces to fit every taste and style – bright, subdued, extravagant, minimal, sheer tulle, ornate and lacy. Name a style and it’s there.
When booking a work trip to Paris, I immediately knew the first order of business was to set up a meeting with my favorite designer, Yasmine Eslami.
Yasmine Eslami has been a Lille Gal favorite for some time. Her sleek, modern, and sensual designs accentuate and celebrate the natural form of a woman’s body. And, honestly, the colors are to die for. They’re saturated, bright, and totally unique, adding a touch of fun and playfulness to one’s lingerie drawer.
The excitement bubbled as we took a taxi through the winding streets of Paris to the 1st arrondissement where Yasmine has her office, which, conveniently overlooks her boutique.
As we entered her spacious studio, I immediately felt at ease. We ate pastries and had some coffee while discussing Yasmine’s inspirations and intentions for next season’s collection. Putting a great deal of effort into sustainability, Yasmine described how she is using European produced stock that can be created in small quantities to avoid having extra stock that goes to waste.
The colors of next season’s pieces pop brightly against the off-white walls of the studio and it’s clear that we’re in for a real treat next season.
When I asked about her own lingerie wardrobe, Yasmine oozed about how she loves to mix and match her colorful collection. As a strict matching set gal, this rattled me at first but I quickly hopped on board after her enthusiasm and now I’m a mix and match gal too!
She went on to explain that color is always the first part that comes into focus when designing new pieces. “In my creative process, there is always a starting point. It can be a painting I see, a place, a person and this is always linked to a color.”
After a while, we meander over to Yasmine’s gorgeous boutique. The dark walls and floor perfectly highlight her bright, airy collections.
The shop exudes cool – from a massive black and white photo of Jeanne Dumas wearing the Serena collection to the abstract wall art in the fitting room, to the perfectly curated vintage furniture placed in the corner without ceremony.
Having launched her brand in 2011, a brick and mortar has been a relatively new venture for Yasmine. I was curious if it has affected her design process. “It’s great as I have contact with the customers. I like to spend time in the shop speaking with the women and also have them try different shapes on.” Getting to experience consumer’s reactions first hand has served her well in perfecting her pieces.
For the time being, Yasmine continues to create a sustainable focus in all aspects of her brand from marketing to shipping to the product itself. However, looking forward to the future, she hopes to continue to open boutiques and expand the brand.
It was so exhilarating to get to meet the woman behind one of my all-time favorite brands and learn a little more about her creative process and inspiration. To learn that, despite her obviously insane talent, she is humble and down-to-earth, was a bonus that forever cements my devotion to this fashion-forward brand.