24 Hours With... Naza Yousefi
This is a snapshot into the life of YUZEFI’S Naza. Literally.
Why did you become a designer?
Growing up in Iran during the war, toys and clothes were very scarce and I remember my mum having to make all my clothes while I made cardboard and paper landscape models and toys. I found creating much more fun than just playing, and as time went on I decided to explore design and to make that my day job.
Who or what drives your creativity?
I really enjoy the process of creating something new, different and aesthetically pleasing. I think it comes from not having much when I was younger but learning that most things can be made with a few simple ingredients. We make paper mock ups of our designs which is a lengthy but therapeutic process, much like a puzzle.
What's the most exciting thing about the fashion industry today?
Social media has given young brands a voice and a much more level playing field. This enables us to reach an audience that is far more receptive to new ideas as opposed to brand names.
What did you want to be when you were growing up?
I wanted to be an artist but was told there was no money in it.
How has your background influenced who you are today?
Boosted my determination, drive and resilience.
How would you describe your designs?
Experimental and playful.
Who do you consider to be the true creatives in the world?
Tech visionaries. Easy access to people and information has transformed our lives and the fashion industry entirely.
Why is creativity important now more than ever?
It is a key component in carving out an identity in a competitive and saturated market.
Your favourite place in the world and why?
South of France, for the art and landscape.
How do you waste time, when your schedule is clear?
Unfortunately, I have not experienced that in a very long time!
What's your greatest ambition?
Who do you most admire and why?
My dad, he has taught me a lot about life.
What would you like to do that you currently can’t?
Have a dog, live on a beach.
What would you most like to change about the world?
Education for all.
What would you most like to change about yourself?
Work less, have more fun.
If you could ask anyone a question (living or dead), who would you ask, and what would you ask?
I would ask Sir David Attenborough what his favourite place is on earth.
Who is someone (living or dead) that you would like to meet and why?
Azzedine Alaïa. I would have loved to spend a day with him in his atelier and watched him work.
Who’s the coolest person you know and why?
My best friend, she’s lols.
The best advice you've ever been given?
No one else knows what they are doing either.
First thing you do when you wake up?
Listen to Binaural waves.
Last thing you do before bed?
Listen to Binaural waves.
Runnin by The Pharcyde.
What are you reading right now?
48 Laws of Power.
Do you have any phobias?
Where can we find you on a Friday night?
Dinner and an early night.
Go to handbag?
Currently the Dolores bag.
Favourite thing to eat?
Least favourite thing to eat?
What would your last meal be?
Carbs on carbs.
What can’t you live without?
My infrared LED light.
How would you describe your generation in 5 words?
Entrepreneurial, idealistic, impatient, liberal and sensitive.
Describe yourself in 3 words...
Serious, foodie and sassy.
How would your friends describe you in three words?
Hard to impress, generous and tardy.
What’s the best thing about London?
What’s the worst thing about London?
London’s hidden gem...
What makes life worth living?
If you could be anywhere right now, where would you be?
On a warm sandy beach.