Stepping foot into the world of designer Yasmina Qanzal is like sauntering into a garden party: the guests are floating about in pastel-hued dresses; the conversation is lively; and the smell of fresh flowers is in the air.
In her just-launched debut collection “Enchanted Meadows”, the sherbet-coloured dresses, softly slanted hemlines and airy sleeves printed with meadow flowers have a frisson of fairyland. But Qanzal’s work is not just a spring fever dream – it’s grounded firmly in reality.
While her pieces are charmingly laid-back, the Saudi-born designer emphasises that her brand Yasmina Q is built on the core value of “thoughtful dressing”. She hopes to create clothing that encourages women to feel confident and beautiful, while being mindful of the planet and the people that produce her pieces.
In a heartfelt post on Instagram, Qanzal penned: “Note to self: to always try my hardest to find a kinder way, a less destructive way, a way that can slow environmental change or can help others, and to offer pieces that women will cherish and feel special in, knowing the attention and decision-making along the way was always to try to do my best and to be mindful of our planet.”
To this end, she only works with fabrics with a low environmental impact (namely FSC-certified viscose, organic cotton, recycled polyester and deadstock), uses packaging that is entirely sustainable and keeps production low to prevent wastage.
Perhaps the most impressive part of her commitment to sustainability, Qanzal works with community-based production facilities that are in close proximity to her client base. Not only does this cut down transportation emissions, but it offers her an opportunity to support local communities, which she vows to do through providing workers with training programmes, a safe working environment, and tailored support for those displaced by difficult circumstances.
Quite the prolific multitasker, Qanzal has also designed a T-shirt as part of an ongoing charitable initiative, 100 per cent of the profits of which will be donated to charity. To date, she has been able to donate to NHS Charities Together, Al Oula, and The Felix Project in response to the COVID-19 pandemic.
“We believe in supporting our world and enjoying the journey and the community of people we work with. […] We are so proud of this collection and the creative people who made this happen”, says Qanzal.
Photos: Instagram and supplied
