Yasmin Furmie lives by the line ‘disrupt the norm’ – a phrase that is as pertinent as ever. As a beloved icon on South Africa’s fashion and creative scenes, Yasmin cuts a disruptive stance – offering us case studies, almost everyday, in dressing; what style is and its relationship to ‘fashion’ – Yasmin embodies the joy of free-flowing expression, and usually with the wildest pair of sneakers to match. For Yasmin, style is the medium she knows best to channel her creativity – and as she tells me in our conversation, it’s been an evolving dialogue with herself in which she has challenged herself along the way; to be bolder, to be more conscious, to curate – and most of all, to support local. Yasmin is an absolute devotee of local design; championing the creativity ingenuity that only seems to accelerate in our country. Alongside her best friend Cynthia Allie – Yasmin runs their brand SiSi – a loveletter to each other, and to their passion for the perfect shirt; and how it can be adapted in so many ways, as treasures for one’s archive.
In our conversation, Yasmin is dressed ‘down’ – although it’s the complementary sweatshirt and tracksuit jacket from the PUMA x VOGUE collection; a coming together of fashion and sportswear that represents the fast and necessary dissolving divisions between luxury, streetwear and the categorisation of style. Shining brightly in crimson red, Yasmin speaks on her personal style evolution, “You know, we don’t all pop out the womb knowing how to put things together – it’s something one builds on through periods of growth during life. I am very influenced by my family, specifically my father; the way he dressed and curated his outfits, which were very preppy, was something I loved so much. That preppy style was quite unusual for the time. It also comes with confidence in myself; and less of a desire to have what’s fashionable, and more of a desire to be unique and tell a story of my life through how I dress. That’s I think where the so-called ‘iconic’ association comes with me – that’s a consequence of living true to myself, and my style reflecting that.” In a world so driven by consumerism, and often designed to feed into our desires to covet newness, Yasmin reflects, “I think there’s an important distinction between style and fashion. We can go on that hamster wheel forever and ever wanting every fabulous thing that comes out by every brand or label. I think that gets very overwhelming and you’ll never be satisfied. My style really evolved when I made a conscious choice not to consume so much, firstly, and then to really work with what I had in my wardrobe. This forced me to become creative – and of course, fashion will always be a reference point – you can take what’s fashionable, but interpret it in your own style.” Yasmin’s sincerity is poignant on this – that trends do reflect the mood of the moment, but that it’s ultimately a matter of bringing it into one’s personal viewpoint of their expression and taste.
Yasmin is an immense supporter of local design – and I’ve heard it said that seeing Yasmin in one of your designs is a sure sign of good things to come. Perhaps, without knowing, Yasmin holds this sense of guardianship for South African fashion; a treasured talisman and lucky charm, and her position is influential, in a way that influencer culture could perhaps never quite land as earnestly. On her love for local fashion, Yasmin says, “I’ve always felt that I had to be a little bit unique. The best way I know to do this, is by looking right at home in our country – instead of looking overseas all the time, or following what everyone else is trying to wear, and we are so spoiled for choice here. A country like South Africa is made up of such diverse talents and creatives, and when I wear local things in Sydney or London – for example – I am stopped over and over, and asked what I’m wearing. We have to support local – for environmental reasons, and for every political reason that I think about regarding fashion and its power in the world. Buying into our industry is buying into our own economy; it’s supporting young creatives who are carving their paths. It’s about supporting their dreams, and the future for all of us.” With the uncertainty around job security and our country’s overall economic health; Yasmin encourages creative solutions, and in speaking – she always returns back to fashion or design as a pathway to a better vision for South Africa. We are emerging from a decade of a near full-scale outsourcing of our production and manufacturing power – spurred on by globalisation, rising costs and other facets of industry. Yasmin reminds me that we are seeing the industry re-assert its course inwardly; from the successes of contemporary luxury brands, to mid-level and streetwear label’s gaining traction – to the excitement felt this year of our fashion week culture reestablishing itself firmly as a fixture of expression for designers and roleplayers in the industry. Internally, we have a responsibility in our purchasing power to see this reassertion through, and with a voice like Yasmin’s – we can be assured in the act of supporting local.
Recently, I watched a Tiktok from Yasmin in which she addressed her followers; and asked them to refrain from expressing their admiration using words like ‘aunty’ or saying ‘you look good for you age’ – as a part of Yasmin’s purpose in becoming a public figure for fashion, has been about defying ageism; on this she says, “I think it’s something that needs to spoken about. I think people sometimes think I’m being petty – what’s aunty or mama saying that for? What people don’t see is that if you extrapolate that phrase – ‘oh, you look good for a ____” – and insert something pertaining to race, or gender, or sexuality – it would be highly problematic. What I try to put across is that the very sentiment of viewing someone as doing or wearing something and tying it to an aspect of their identity, even as a compliment, that it is othering them. If I love someone’s style, I would never qualify that in accordance with their identity. I know the majority of people are well-meaning, but I do think ageism forms part of the way that we continue to separate and divide each other based on how society has taught us to view or appreciate each other.” These is a powerful sentiment – and poignant if we are to continue to shifting our socio-cutlural exchanges. Yasmin just is – as we all just are – and that is a very beautiful surrender to make away from the demands of categorisation. On ‘disrupting the norm’, Yasmin explains, “Well, we are put in a box. Especially women, and at a particular age in their lives. Policing behaviours and expression is something I am strongly against, and I hope that I can reflect a different way. I want to say what I want, wear what I want – and to be acknowledged, and for my beliefs to be respected. It’s quite something that these very simple things are somehow rebellious in the world. I want to see people being unapologetically themselves.” Inspired by her friends, her beautiful family – travelling and the city of Joburg that never ceases to inspire her – Yasmin Furmie being essentially and wholly herself is a symbol for us all.
Written by: Holly Bell Beaton
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