march 28, 2022 - jasmains

Jasmains Paris Spring 2022 pre-collection drop

An emerging designer’s whirlwind ride to internet fame, channeling her experience with an abusive narcissist ex-partner into her designs, and dealing with continual counterfeit battles with fast-fashion industry monoliths. This is the story of an upcoming designer who is a force to be reckoned with.

Not just a designer, but a woman on a mission to empower other women to take control of their own bodies. A reactionary designer who took the suppression and mental abuse she suffered in a toxic relationship with a narcissist, and channeled it into creating provocative and unique clothing designs which took the internet by storm, creating a loyal community of women advocates.

The tongue in cheek designs which proclaim ‘he won’t put a ring on you, he’ll put a chain on you!’ went viral on Instagram and Tik Tok in 2021. The provocative designs feature hands placed on the butt and breasts, in a bold and highly memorable way.
“I just took a few photos in my bedroom, posted them on Instagram and Depop and they went off. People felt really connected to the designs, they really got it. I started receiving lots of messages of people being like “Yeah! I’ve got my own back!......” I don’t need no man!” Says Yasmine Ait ouazzou, the designer behind the brand.

The idea was born after a year long trip to Tokyo “I was with a narcissistic partner for 5 years, I was heading in the direction of becoming an accountant...I didn’t even know who I was anymore, but I knew I just had to get as far away as possible”. So, Yasmine took a year off and went to Tokyo. “I had the best year of my life, all of that built up energy of not being able to express myself just exploded to the surface and I began to live life to the fullest.” “When I came back to #paris I had no money and no job but I was filled with passion and I finally knew who I was and what I wanted to say. So, I went to the art store, spent €100 on supplies and came back home and started cutting up and painting my last 3 pairs of denim pants. I posted a couple of my designs on Depop and they all sold out, so I kept making more. Then, as people started sharing my designs around on Instagram and Tik Tok, my pages just kind of blew up”.

“It has been so good being able to express myself through my designs and to create something which other women can relate to” says Yasmine. There is however, a dark side to going viral as an emerging designer. “I woke up one day to find my designs all over Alibaba express’, ‘they had literally stolen my photos and reposted them on the website. I scrolled through two whole pages of my designs each selling for nothing more than €11.99”. The viral pants with hands on the butt were also stolen by Shein who recreated a lackluster version of them. “I was heartbroken, all of my soul went into these designs and to find them all over these fast #fashion websites selling for barely nothing absolutely broke me”.

“All of my pieces are made in #paris, we choose high quality fabrics and finishings, and I work with seamstresses who work in small ateliers. The fit is so important and when you find your designs stolen with your prices undercut, it really hits you hard, because how can you compete with these multi million dollar empires?”