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BRAND NEW – MUST SEE EMERGING BRANDS: YUZEFI

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Founded by Naza Yousefi, Yuzefi is a London-based brand with a super-experimental approach and an aesthetic sensibility focused on the search for the unexpected, the new. Yousefi pushes the boundaries, designing bold, offbeat silhouettes and using a super bold colour palette that takes you by surprise.

After collaborating with Hedi Slimane, Steven Klein and Patti Wilson, Yousefi launched her accessories brand in 2016 to offer the public luxury designs and quality products at a budget-friendly price; the pieces are designed to go beyond seasonal trends, to never get tired, to bring a twist and surprise to everyday life. The inspiration? It comes directly from the world of interior design: and so every detail, from the visible gussets to the industrial-inspired bolts, is transformed into a design element to highlight the designer’s unconventional art and modernist approach.

The line includes ready-to-wear as well as accessories and bags, and it is the latter that have literally conquered the hashtag #ootd on Ig. Instantly recognisable for their unconventional but everyday design, golden chains and buckles and colour blocking, Yuzefi is already a cult brand, with the It Bag Asher and Delaila, the shoulder bag Biggy or the belt bag Lola.

The must-have piece? Choosing is really difficult, so we select two. Definitely The Basket bag, in structured leather with an adjustable top handle; big enough for all your daily essentials, or for a weekend away. The minimalist design makes it the perfect companion for any look.

To never go unnoticed, also not to be missed is the Bom model in blue with a golden chain; a smooth nappa leather bag with an inverted gusset structure, drawstring closure and removable shoulder strap. Super cool, perfect for being the undisputed star of a fashion lover’s Instagram feed. Want to bet you’ll never get tired of it?

by Maria Bellotto
2st February, 2022

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