In 2023, Jasmin Nessa Ali took on the creative direction for client, YINSA, under the consulting company, Yao Ayeh Studios. YINSA is a loungewear apparel brand that is a branch of a larger lifestyle brand. Scroll for a look into the development of the brand and the design of its first launch of 2024.
Concept & Colors
In the preliminary phase of working with the existing lifestyle brand, YINSA, I took on the creative direction of their very first apparel branch. I got to know the brand owner, her ethos, her personal style, and her goals for the venture. The brand is inspired by ayurveda, which is the Hindu system of medicine based on five natural elements and three doshas.
I start any collection with color fixations. For this collection, it was important to understand that each ayurvedic dosha is affiliated with certain colors. To further bring the brand to life, I provided a color psychology, and made sure the feeling of each color matched the aesthetic of each dosha.
Curation
Each of the three doshas inspired one line of apparel. I curated in depth moodboards for each drop that considered the rollout according to season. The client was able to enthusiastically grasp the vision of her brand, and see the future of the collection.
Fashion Drawings & Technical Flats
YINSA was scheduled to drop in late summer, so I encouraged the team to explore Line 2 (Pitta) and 3 (Kapha). Pitta was catered toward the athletic woman who embraces the energy of summer. Kapha was designed for the grounded woman who is prepared for hibernation and rest in the winter months. The design for each garment in the Pitta and Kapha collection prioritized these themes, as well as comfort and functionality. I designed the flats below with high quality, heavyweight, and soft fabrics in mind. I incorporated subtle textures and interesting, but marketable, silhouettes.
Project Management
The work above accumulated as a comprehensive line sheet, which showcased the colors and fabric content desired by the team and the brand owner. I also prepared corresponding spreadsheets to manage our references, and managed the fabric sourcing for the overseas manufacturers. My thorough creative direction prior to the collection going into production ensured for success with the customer base and a satisfied client.