Founded in 2009, London-based Yasmin Sewell Ltd. is one of today’s leading boutique agencies specialising in Fashion, Retail and Creative consultancy. With foundations built on Director Yasmin Sewell’s fearless professional history and position of influence in the international industry, the consultancy is highly sought after for its intuitive approach and progressive nature, and expert insight into the realities of the business of fashion on every level. With a global client list ranging from young emerging designers to some of the luxury market’s biggest names, spanning digital to bricks and mortar businesses, and the commercial to the conceptual, the consultancy offers clients a tailored range of services designed to transform brands and businesses into the success stories of tomorrow.

With a distinctively intuitive approach and expertise spanning all areas of the fashion industry, Yasmin Sewell Ltd. provides specialised consultancy services to a global client base of designers, retailers, lifestyle and fashion brands, delivering bespoke solutions and strategies designed to achieve desired growth, and measurable development and outcomes.

Turning consultancy into a highly personalised experience, Yasmin Sewell Ltd. strives to forge strong relationships with all clients, recognising and catering to the unique needs of each individual project. Considered attention to detail sees clients of Yasmin Sewell Ltd. receiving advice which, through the team’s experience and ongoing industry involvement and awareness, is fully comprehensive and relevant to today’s market.

Beginning with an intimate process of analysis and diagnosis, Yasmin Sewell Ltd.’s fashion, retail and creative consultancy services include:

- Retail strategy, including complete comprehensive retail concepts

- Brand development

- Creative direction

- Retail concepts and design

- Trend forecasting and analysis

Yasmin Sewell


Yasmin Sewell’s life approach and the career that has followed has been driven by her reactive intuition and uninhibited confidence. Launching herself into the industry with a stint at Harper’s Bazaar in NY, Sewell defied all age odds and opened her London boutique Yasmin Cho at 22 years old. Discovering and launching the likes of Rick Owens and Pierre Hardy, her success as a revolutionary new force in luxury retail set the tone for her growing industry influence. With career-defining roles at two of London’s retail stalwarts, Browns and Liberty as Buying Director and Chief Creative Consultant respectively, Sewell’s reputed innate ability to identify promising new talent was instrumental in positioning her as one of today’s most trusted voices in fashion. Responsible for Acne’s successful expansion in the European market, and a consultant for some of Britain’s best names in fashion (including J.W.Anderson, Peter Pilotto and Roksanda Ilincic), Sewell’s close work with designers at all stages of their careers is globally revered.

Truly unique in her role as a consultant to fashion and retail businesses of every scale, Sewell’s approach draws on her deep industry-wide insight, providing clients with holistic analysis and visionary advice and strategy. With a proven track record and natural ability to connect on a personal level, Sewell works with clients from Europe to Australia, Asia, the US, Canada and the Middle East, and values strong relationships with some of the industry’s biggest names, from global retail giant Westfield to French luxury powerhouse Chloé. As a sought-after brand ambassador, Sewell’s recent collaborators and partnerships include BARNEYS New York, ZARA, Louis Vuitton, Hudson’s Bay, The Coveteur, Whistles and Lisa Marie Fernandez.

In addition to her work as Director of Yasmin Sewell Ltd., Sewell is Creative Director of London/NY/Paris multibrand fashion showroom Paper Mache Tiger, and is a co-founder and Creative Director of cult label être cécile. In 2012, Sewell was awarded the Young Australian Achiever of the Year, and as one of the industry’s most photographed street style icons, she regularly appears on and other major platforms. Yasmin is represented by itb Worldwide.

Paper Mache Tiger

être cécile

itb Worldwide

Jemma Dyas

Senior Consultant & Forecaster

As Senior Consultant and Forecaster, Jemma Dyas joined Yasmin Sewell Ltd. in September 2011 with eight years buying experience and quickly became a driving force within the dynamic consultancy. Managing a varied portfolio of clients, Dyas specialises in up-and-coming designers, contemporary brands and online retail – an area of the market in which she has particular expertise. Having previously worked across a range of retail concepts from Browns to ASOS, Dyas has a proven track record for unearthing design talent, bolstering revenue and introducing new customers to existing retail markets. After three years in a multi-label buying environment at Selfridges, in 2008 Dyas moved to Browns where she became Head Buyer at the age of 27. Working across the Browns Focus store, Browns Sloane Street and Browns online, Dyas discovered a new generation of designers including Mark Fast, Mary Katrantzou and David Koma, and launched Browns Focus label: partnering Browns with art and fashion graduates on prints and increasing revenue by consistent double-digit growth over the three years under her direction.

Recognising the exponential growth of online, in 2010 Dyas joined e-commerce juggernaut ASOS, launching ASOS Marketplace, and went on to revamp the ASOS womenswear offering, introducing additional high-end and niche brands such as Rag & Bone, Preen Line, Zadig&Voltaire and J Brand, as well as London-based talent like Hermione De Paula and Ashish. Dyas was directly responsible for adding a more designer look and feel to this part of the site, a role that has since been extended to a close consultancy relationship since joining Yasmin Sewell Ltd.

Jemma is a co-founder and Director of être cécile alongside Yasmin Sewell, and is a respected voice within the London fashion scene.


Consultant & Forecaster

Having studied Fashion Design and Technology in Australia and Fashion Journalism with San Francisco's Academy of Art University, Celenie Seidel moved to London in 2011, first gaining experience with fashion label Antipodium, and going on to work under Sue Evans in the Catwalks department of globally renowned trend-forecasting agency WGSN, in addition to the retail-focused What's-in-Store department. Celenie joined the Yasmin Sewell Ltd. team in 2013.

Sitting alongside our retail, fashion and creative consultancy services, Yasmin Sewell Ltd. offers seasonal trend reports to existing and new clients, available in a range of packages designed to suit specific needs, and extending to bespoke reports tailored to individual businesses. Covering the New York, London, Milan and Paris fashion weeks, the comprehensive reports are unique in their intuitive analysis, in line with the Yasmin Sewell Ltd. expertise and industry insight. Covering Colour, Fabric, Print and Pattern, Shape, Details and Key Looks, the reports are an ideal means for individuals and businesses to receive an seasonal overview highlighting the most important and most promising developing trends, ensuring awareness of movements in the industry, and the ability to maintain market relevance.

"I have admired Yasmin Sewell's instinct for spotting and nurturing fashion talent since she came to London as a visionary young retailer. Her knowledge of global markets, combined with her unerring sense of direction in fashion makes her able to see exactly how designers and brands can navigate themselves to stand out. If I was a designer or CEO, I would want to listen to her advice very carefully.I've seen many examples of Yasmin's specific, practical and yet very discreet influence making a huge difference helping individuals and companies leap forward. More than that, she simply loves fashion and radiates an unextinguishable optimism and energy about it."

Sarah Mower

Contributing Editor, US Vogue and Ambassador for Emerging Talent, British Fashion Council

"Yasmin's is a true visionary in her field of retail and fashion direction. She's the woman who's opinion I trust and admire, always."

Geoffroy De la Bourdonnaye

CEO Chloe

Yasmin Sewell is a fashion authority known for her talents for discovering up and coming designers, trend spotting and exceptional personal style. She's an industry stalwart whose guidance and buying abilities have been sort out by some of the best retailers in the business. At Vogue, we follow her every move with great interest and feature her and her ideas regularly on our pages and website."

Edwina McCann

Editor - Vogue Australia

"Yasmin has an incredible understanding of the way the fashion industry works and the process of how brands develop. This is shown through her on going work with young brands and consulting with them to her experience as a buyer in multinational companies. She is a global trotter working on projects worldwide giving her that amazing critical eye because of this she is able to analyse the needs of the international consumer market. We have an ever flourishing friendship with Yasmin and we are always inspired by her effortlessly stylish ways."

Christopher De Vos & Peter Pilotto

Peter Pilotto

"Yasmin Sewell naturally oozes fashion know how. She has the ability to effectively define `the' look and then make it commercial for any business she works in. And she's fun to have around too."

Mary Portas

"Yasmin has one of the best fashion eyes in the business."

Imran Amed

Founder of Business of Fashion -

"Yasmin Sewell can spot talent like nobody's business. She takes that keen and magical sensibility into her own amazing individual style, always mimicked but never replicated despite the best intentions.And all that effortless chic comes with a cultural curiosity and a sharp intellect. Now that's what they call the Real Deal."

Caroline Issa

Executive Fashion Director of Tank Magazine

"Yasmin is the exemplar of cool - from the way she dresses to who she is. She is the most intuitive woman in fashion."

Laura Brown

Features/Special Projects Director - Harper's Bazaar

Yasmin Sewell Ltd