Yasmin Sewell sends his good vibes to Selfridges – WWD
LONDON – Having spent a lifetime in fashion working with retailers such as Browns, Barneys and Farfetch, brands such as JW Anderson and Christopher Kane, and even designing her own collections, Yasmin Sewell is evolving – and fitting in – with the world. well-being.
She has developed a brand, Vyrao, which will launch at Selfridges on May 20 with a series of five “high vibration” unisex fragrances that are true multitasking.
Not only do they smell great, but they are also meant to supercharge wearers with feelings of self-worth, courage, and creativity, and endow them with enlightenment, protection, and courage.
Sewell commissioned British perfumer Lyn Harris to create the scents, and also called on Honolulu-based “energy” and healer Louise Mita, founder of The Art of Energy Inc., to add a spiritual and restorative dimension to the products. .
Sewell herself has long believed in the healing power of energy and is also trained in Reiki and other practices.
Last year, she led a project at Selfridges where she asked seven University of Westminster fashion students to recycle designer clothes and ‘refresh the energy’ of clothes with healing techniques including mantras, crystals and lunar cycles.
While Sewell is back at Selfridges, it’s definitely not a fashion project. With all five scents in hand and a mission to help balance people’s chakras, Sewell plans to launch candles, incense, and other wellness products for the body and the home.
“Perfume is such a powerful tool for healing and well-being,” said Sewell who wanted to create a luxury product that could address people’s emotional and physical well-being.
The five scents, “I Am Verdant”, “Witchy Woo”, “Magnetic 70”, “Free 00” and “Georgette”, carry familiar notes such as Italian bergamot, orange blossom absolute, wood of juniper, frankincense and Turkish rose oil, with each mixture meant to give a different feel or potency.
Unlike the usual luxury perfume, each bottle contains a single Herkimer diamond, naturally sourced and loaded with energy. The Herkimer is a naturally faceted quartz crystal that is said to cleanse the body’s chakras, or energy points, and allow spiritual energy to flow.
Sewell said the fragrance formulations are 80% organic and created with 88-89% natural ingredients, including organic sugar cane alcohol.
The ingredients come from Robertet, the manufacturer of perfumes and aromas specializing in natural and sustainable raw materials. The shiny green packaging was created from 100% recycled and recyclable fibers, while the bottles are refillable.
The 50 ml. the scents cost £ 135 each and are sold through Vyrao’s new website. They will be stored in the main hall of Selfridges for five weeks.
Sewell said the name Vyrao derives from the Latin verb, vireo, which means “I am green” or “I am vigorous” and stated that the perfumes were designed to be everyday life.
Harris, the founder of Miller Harris who now creates perfumes and colognes at her company Perfumer H, said the project inspired her as a perfumer.
“Now is the right time to create a scent that is more than a beautiful scent, that helps you connect with life and yourself. Honestly, I’ve never been told this way before.
She said Sewell “came to my lab and got totally involved. She said, “This is how I feel, Lyn. She spoke about empowerment, liberation and magnetism, and I’m the lucky person who was able to translate her ideas.
Sewell, who pre-launched the collection in a vast and lush private garden in northwest London, said wellness, and fragrances in particular, are uncharted waters for her, “but it seems fair. “
She said after two decades in fashion, “this is where I want to be and what I should be doing.”
She also brought friends with her, raising a first round of funds and getting started with a group of founding partners and collaborators with a wide range of skills. She plans to raise more funds next year as she brings more products to market, including body care and ingestible products.
“I want to build a New Age business with New Age principles, giving responsibility and authority to the whole team,” Sewell said.