“There is no set way of doing things so be brave and follow your own path”.  Yasmin Karim

Noblivity  Spotlights Emerging Designer Yasmine Karim

Company/Designer Name:  Dodo Textiles | Yasmine Karim

Designer Background Summary:

My educational background consists of a HND in Fashion Design specializing in tailoring, a Diploma in Pattern Cutting and in Interior Design. My most recent BA degree is in Textiles for interiors and products. My work experience is also in fashion and textiles apart from a couple of years working as a gym instructor. I have definitely learned something from all the jobs I have had from the buying department to the production floor. I think it’s this varied combination of skills and experience that has helped me to express my creativity through my designs.

How did you get started?

I graduated in summer 2009 with this collection. It was always my intention to create a collection of products that I would be able to use to launch my own business.

What inspires your designs?

I always have a theme in mind when I work; I practically live in my sketchbook during the design process.  Everything can inspire me from seeing the beauty in decayed buildings to the emotions expressed in a really sad movie sometimes it’s just a sentence or word. It can all be drawn back to the project I’m working on.

This current collection was inspired to create a little escapism from the gloomy economic climate and mood.  Entitled ‘Wonderland’ it’s inspired by the classic Lewis Carroll story of Alice in Wonderland.  Taking reference from some of the key elements which feature throughout the story. I wanted to create something out of the ordinary, looking at scale and proportion, changes and hidden messages, adding details that surprise on closer inspection.  The challenge was to create products that were functional and innovative whilst being aesthetically pleasing.

How would you describe your design style, design signatures and who is your targeted customer?

 The idea of a story or narrative behind a product is what motivates me; once you are emotionally connected the design solutions become endless.  Things do not turn out well if I have rushed the preliminary stages of research and investigation.  Therefore I would say what connects each collection is that they are designs that tell a story. 

 They will appeal to women who have a strong sense of individuality, who are effortlessly stylish and slightly bohemian. Someone who is unafraid to look different and is able to add her unique personality to the product.

What designers inspire you?

I really love the work of Eley Kishimoto with their colorful prints and illustrations that are brave and bold and truly stand out.  In complete contrast Giorgio Armani for his elegant, simple and sexy designs they are effortlessly stylish and recognizable. He manages to achieve a relaxed look that could otherwise look quite boring but just doesn’t.

What truly inspires me are the artists and craftspeople who are good at their craft whether that be textiles, sculpture, illustration or whatever, the ones who have a real passion for what they do.

What obstacles did you have to overcome?

The hardest obstacle was establishing contacts from scratch and the lack of finance which means I have to buy materials etc at retail rather than in bulk. On a personal level the idea of networking previously scared me but now I realize how important it is and how much fun it is too. You get to meet some great people and as I am learning business is all about people.

How did you overcome them?

I guess it’s a matter of how you perceive something, is it really a problem? Usually it’s not as big or scary as you think.   Taking things in small stages and being thankful for all the positives that have come my way has helped me.

What has been your greatest moment on your journey so far?

This is still quite new for me but I guess the most exciting moment was being asked to do an ‘off schedule’ event for London Fashion Week this February 2010.  Considering my first exhibition was at the Liverpool Design Festival in October 2009 that pretty good going.

 What has been the biggest change in your designs so far?

The designs themselves haven’t actually changed but I have made a smaller version of my over-sized ‘Smoking Caterpillar Bag’ in order to appeal to a certain price range.  I am still looking to make my products cheaper to produce without compromising ethically. I make all the designs by hand here in London with future plans to have limited production designs made up in a workshop also in London. I have no plans to become wealthy on the back of someone else’s hardship.

If money were no object what would you do right now?

I would have my own small production workshop with a sample machinist, pattern maker, print room, marketing person etc, ooh and a gym. It would be a place where other small design companies could use the facilities. I’d also love my own outlet again to sell my work and others too. The design community is such a positive environment and industry to work it’s good to be surrounded by like minded people.

What are the best and worst things about being a designer?

The best thing is you get to create things for a living and you are your own boss the worst is you only get to create about 50% of the time and the buck stops with you. It can be quite frustrating telling your other half that it just has to be that shade of cream and nothing else will do when to him cream is cream.

Describe your typical day?

Currently I don’t have a typical day.  At the moment I am making bags and purses for my event for London Fashion Week. 

What’s your philosophy of life?

There is no set way of doing things so be brave and follow your own path.

If you could do it all over again, what would you do differently?

I don’t believe in regretting anything as it’s such a wasted emotion. Who knows had I done it differently I may not have met the people that have helped make this so much fun.

When will you know you have made it?

For me the idea of making it in monetary terms does not motivate.  I think it’s a feeling of contentment that does. Knowing I have good customers, reliable suppliers and connections and that I can contribute to my family is a great feeling of success.  I’m not sure if people who love to create ever think they have made it because you are always working on your next thing. I am just grateful for all the support and encouragement I have received.

At this moment I am truly happy where I am, it’s also very flattering to have people like those at Noblivity from across the seas appreciate my work.