The Yuzefi brand

Yuzefi is a London fashion brand with an experimental and thought-provoking approach to design. With a keen sense of invention and novelty, the brand thrives on the unexpected, pushing the boundaries of inherited rules to create a fresh perspective. The silhouettes are bold and non-conformist, the colors are rich and surprising, and the details are a visual twist that warrants a closer look. An uncompromising approach to the quality of materials used defines the finished product. Yuzefi offers its diverse audience a luxury product at an affordable price. The pieces are made for eternity, not just for the current season. With a focus on finding everyday novelty in an otherwise familiar world, Yuzefi defines itself with a fresh perspective that paves the way for enduring style.

Yuzefi's designer: Naza Yousefi

Naza Yousefi designs her collections from the perspective of a die-hard fashion consumer, with an aesthetic sensibility honed by her enduring curiosity about the world around her. Her devotion to finding new perspectives and original forms began at an early age when, as a child in Iran, she drew dresses from her imagination, which her mother then turned into reality. The resulting creative satisfaction and wonder is something she wanted to continue and share with others and founded Yuzefi. After graduating from Postgrad Martins in 2008, Naza first honed her ready-to-wear aesthetic working in the studios of Christopher Kane and Richard Nicoll. Her love for leather began when she was commissioned by Sarah Richardson to design bespoke leather harnesses for an editorial for iD Magazine. Commissions from Hedi Slimane, Steven Klein and Patti Wilson soon followed.

Armed with a bold maker vision and a passion for leather's sculptural abilities, she decided in 2016 to launch her own line of accessories. Naza's approach to design and construction is about finding the new in the familiar. With her relentless wonder at the world, her focus is on creating fashion that gives her customers the same sense of bold originality that is often last experienced as a child.