Yawynne Yem, I Like Your Style
What is “I like your style”? It’s the series in which we ask fashion lovers to share some of their favourite outfits and talk us through what inspires and influences the way they dress and shop. Then they nominate someone whose style they admire and so the style chain continues.
Isabella Carson has nominated London-based fashion creative and PR maven Yawynne Yem. We love Yawynne’s exceptional eye for details and her ability to spot cool local labels in both, Aotearoa and internationally. Yawynne brings a fresh perspective to the fashion world. Her unique blend of creativity and cultural awareness continues to push the boundaries.
Who is Yawynne?
Hehe, I was working in fashion PR in Tāmaki Makaurau for a few years alongside freelance writing. But I’m now living in London, having made the switch to beauty and I’m the new Marketing & PR Manager for RAAIE here, which is honestly really sexy. I’d say that I’m also the perfect friend to invite to the party of the person you’re casually dating. My ability to talk is unmatched. My family and I are proud first-generation immigrants from Cambodia, and I’m currently desperately missing my Mum’s cooking in the depths of the London chill. It’s also my dream to one day write a book on One Direction, and my theory that growing up in a council house makes you funnier. Lol.
What is your personal style in essence?
Dishevelled chic. When I first started working in fashion PR, I definitely felt drawn to moulding into the quintessential ‘PR girl’ aesthetic. Think oversized black blazer, clean slick-back hair, pale blue designer jeans, etc. I’m just simply not put together enough. There is something chic about giving into being undone. And no matter how classic my outfit is, there will always be a slightly beachy feel and an element of fun. It’s reflected in my favourite parts of my closet: oversized easily-wrinkled cotton dresses, clogs of all colours, materials and shapes (from cowhide to bubblegum scented), and of course beaded and basket bags.
Where do you look for inspiration?
I’ve had a Pinterest board dedicated to Camille Rowe for over a decade now. It still gets updated weekly, but she sadly isn’t as active on Instagram nowadays, which means I’ve since had to resort to following fan update accounts dedicated to her. Her style is perfect. It’s the perfect mix of vintage, designer, and just vibes. There is a reason why there is more than one famous album (Fine Line - Harry Styles) dedicated to her. I rewatch this video monthly. In saying this, though, I never want to meet her. It would be terrifying.
If you had to wear one outfit for the rest of your life, what would it be? In a personal uniform sort of way.
Firstly, a white maxi cotton dress - it can’t be long-sleeved though as that feels too culty. I’ve owned many versions of the STAUD Wells Dress. It fits in such a lowkey sexy way. Then I’d pair with the best clogs ever, the Camper KAAH in black, and throw on a kid-mohair knit, and a good basket bag that can fit my overflowing brain.
You have recently moved to London. How do you think your current landscape, surroundings and culture feeds into your own aesthetic, if at all?
Practicality is undeniably the biggest shift in my style this year. Before moving to London and backpacking, I will say — I held a deep fear of sneakers. Even backpacking in Vietnam last year, I refused to wear the sneakers I’d packed. They always made my feet look weird, and they honestly just felt ugly with everything I put together. I had to get over that fear quickly here. In Auckland, I could wear my cute green cloppy sandals and my car would save my heart (feet) from bleeding. Whereas here, you will quite literally get a scar on your feet from inappropriate shoes, sigh. My one pair of sneakers are near death though, and I’m not quite sure where to go next.
My office is also located in London Fields, which is so lucky as there is a sea of infinitely better-dressed people on my lunch break. The best days are when a hot girl is wearing a similar item to a piece in my wardrobe, but paired in a way that I hadn’t thought of. Sometimes you just have to take a sneaky pic.
I also just have to add that growing up poor also makes you really great at second-hand shopping, especially when travelling. It’s really important to step outside of curated shops because it allows you to get to know your personal style better. Because when you’re in the depths of an insane flea market in Albania or a Hungarian grandma’s extremely messy basement shop — there’s no influencer baddie telling you what style is, except for you.
What’s your most iconic fashion moment to date?
This summer, I wore yellow sequin hot shorts to the pub. I’ve never felt so free.
What’s your most embarrassing fashion moment to date?
In my late teens, I went through an obsessive phase of thinking it was my destiny to become a groupie. For some really not-very-cool musicians, btw. The result? Wearing cheap dupes of Bianca Jagger’s iconic backstage shoes to my Year 12 ball, and showing up third-row to Shawn Mendes concerts wearing a bra as a top. Illegal. I was also never chosen backstage. In saying that however, there is definitely still a lasting impact from that obsession with 60s and 70s groupies. My search and collecting of vintage white blouses will never end.
What are the best runway shows that happened during your lifetime?
One show that’s really special to me is Alexa Chung’s London Fashion Week debut for her now dead (RIP) self-titled brand. The season was SS19, and I’d snuck into the show pretending to be a buyer, despite being an eighteen year old on a gap year. Such a forever memory. My second that immediately comes to mind is actually quite random, but Chloé SS17. It was one of Clare Waight Keller’s last collections for Chloé, and I have the most vivid memory of seeing (on Youtube ha) those swishing floral matching sets coming down the runway. One of the tops actually popped up on TradeMe a few years ago, but my rent was sadly due.
What wouldn't you be caught dead wearing?
Nothing, honestly. I love how style ebbs and flows. But then also, maybe pink bike shorts?
What are some of your favourite places to shop in London?
I have to be completely truthful. After backpacking, I was deathly broke and had to enforce a strict budget for my first few months settling in London. In-person boutique shopping was beyond banned 💔. I wish I could’ve lied but fake authenticity is the death of style. I’ll give you instead my two favourite shops in Europe: Los Féliz & Muy Frágil in Barcelona and Burggasse 24 in Vienna. Markets-wise, I do have one tip for London. My boyfriend lives in North London, down the road from Kentish Town Car Boot Market. I think it might actually be better than the Dalston one (give me time to get to Peckham). Mainly because it’s families that go there, instead of men in camo-caps and Salomons who get up earlier than me on a Sunday and rob all the good stuff.
Nominate someone you know for the next feature. Someone whose style you admire.
Charlotte Moffat and Lucy Hopkins.
Follow Yawynne on Instagram @yawynne
Interview by Yana Kulishenko
