About Yasmin The Label

Our Story

Yasmin The Label was created during the quiet moments of Melbourne's lockdown in 2020, when I discovered my passion for creating unique, handcrafted garments. What began as a hobby—learning to sew through YouTube tutorials and TikTok videos—quickly evolved into something more meaningful as my designs gained traction on Depop.
The journey from first stitch to established Australian fashion brand happened organically.

Each garment was crafted through hours of trial and error, with me building designs piece by piece until they reflected my unique vision. These early creations filled a gap in the market for distinctive, confidence-boosting pieces that couldn't be found in mainstream stores.

As demand grew and positive feedback poured in, I transitioned from Depop to a dedicated Shopify store in 2022, expanding Yasmin The Label's reach from local Melbourne customers to fashion lovers worldwide.

The Founder: Samara

At just 19 years old, I started Yasmin The Label, channeling my creativity into creating garments I loved. Like many during the uncertainty of COVID-19, I found myself at a crossroads, unsure of my career path while watching friends and family pursue traditional routes.

After briefly attempting university and quickly realising it wasn't for me, I embraced the
uncertainty and poured my energy into sewing. What started as something fun and creative turned into much more: creating immediate, tangible impact on people's confidence and self-expression.

A moment I’ll never forget came when travelling in Greece, where I encountered someone
wearing one of my handmade tops. The surreal experience of this real-world connection
affirmed that Yasmin The Label was more than just clothing—it was creating meaningful
connections and empowering people globally.

The journey hasn't been without challenges. From sleepless nights filling orders to navigating the complexities of overseas manufacturing, I embraced the "you don't know what you don't know" mindset, learning and adapting at every turn. My motivation remains constant: to share my unique designs with as many people as possible.

What Makes Us Different

Yasmin The Label stands apart in a world of fast fashion and mass production. Every design
begins with my vision of what I wish I could find in stores—unique garments that blend timeless elegance with confidence boosting pieces.

Our creation process is deeply personal. Each piece starts with sketches and hours of hands-on development, refined through trial and error until it's perfect. Before production, designs are shared with a trusted community of friends and customers for validation, ensuring every garment resonates with the people who will wear it.

While large-scale fast fashion retailers and global marketplaces have attempted to replicate our distinctive styles (even using our photos), they cannot duplicate the care, craftsmanship, and genuine connection behind each Yasmin The Label piece. From our early days of iPhone photoshoots with my sister and me as the model to our personal deliveries to local customers, authenticity remains at our core.

Our garments—featuring signature materials like fine lace, quality cotton, and intricate
embroidered patterns—are designed to make you feel confident, empowered, and uniquely yourself.

Our Vision

Though still young in our journey—just three years since our founding—Yasmin The Label is driven by a clear vision for the future. We aim to expand our reach, develop more diverse styles, and continuously adapt to cater to individuals from all walks of life.

As we grow our team and product line, our commitment remains unchanged: creating timeless, purpose-driven fashion that empowers women to express themselves confidently and authentically.

Join us as we continue to write the Yasmin The Label story, one beautifully crafted garment at a time.