Global Young Designer Spotlight: Naza Yousefi of Yuzefi

Global Young Designer Spotlight: Naza Yousefi of Yuzefi

Handbag brand Yuzefi has a cult following on Instagram. Now its founder and designer Naza Yousefi lets us in on how she keeps her creativity flowing and takes us to the London hotspots that she can’t help but devour.

Yousefi founded handbag brand Yuzefi in 2015, and it has since become a cult
Instagram sensation. Yousefi’s distinctive designs have been
spotted on many an influencer and A-lister’s grid. According to the
Tehran-born designer, “Instagram created a level playing field” for
young creatives like her.

Made in London (its studio is in Fitzrovia), Yuzefi bags are
distinctive and impeccably designed. Oversized gold-tone hardware
and butter-soft leathers in myriad joyful colours are all part of
the brand’s DNA. To keep the creativity flowing, 90s hip-hop is on
tap in the studio – mainly Dre and Biggie – and a surrealist lens
is readily applied to most brainstorm sessions. For an added jolt
of creativity, Yousefi turns to short city breaks, which she finds
to be particularly inspiring. “I spend a lot of time going to
exhibitions, museums and monuments,” she says. “They are a constant
source of inspiration for me.”



Designers name:

Naza Yousefi


Born and raised in
, a Londoner as of 2004



Type of Brand:


Where did you grow up? How did this place shape or inform

I grew up in Tehran, Iran, where made-to-measure is still going
strong. From a young age, I saw women around me being very involved
in their fashion choices and being very meticulous about design,
fabrication and fit.

Your earliest fashion memory is…

My mum making dresses for me that were inspired by my

How does the name Yuzefi connect with your brand?

It’s a different way of spelling my last name.

Where is your studio and what does it look like?

Our studio is based in Fitzrovia. It’s not a very big space, but
it has a lot of natural light which is incredibly important to the
team’s state of mind. When you spend so much time working indoors,
it’s great to feel like you are not missing out on sunshine,
however rare that is in London. Colour is a big part of the Yuzefi
DNA, too, and I strongly believe in the power of natural light in
helping us develop our seasonal palette.

What songs do you have on repeat in your studio?

Having grown up in the 90s, we listen to a lot of music from the
decade. Anything from hip-hop (Dre and Biggie mainly) to classic
club hits – though we also have a 70s playlist with a lot of groove
and soul to lift the mood with artists such as Sister Sledge and
Midnight Magic.

Who is the Yuzefi customer?

We have a very connected, tuned-in and social-media savvy

What does your creative process look like?

The Yuzefi aesthetic is very much about looking at the world
around us through a surrealist lens. Our approach is framed by our
passion for art, architecture and sculpture as we seek to find
newness in a familiar world.

Why is creativity important now more than ever?

There are a lot of great brands out there, so it’s really
important to have a strong visual DNA and a clear message. Fashion
is moving so fast at the moment, and what resonates the most is
good design aligned with brand values and effective

How challenging is it to create affordably priced designer

While it may seem uninspiring to think about price point when
designing, it’s something that has to be in the thought and design
process since the very start. Technical knowledge can help
designers be more mindful of the material consumption and
production complexity.

Shop your own line. What are three of your favourite

The Mini Bom bag for a night out, the Loaf bag for a chic day-to-night look when you
have a little bit more to carry, and the Basket bag for the days where you have the
laptop or a weekend away.

Other than Yuzefi, what brands are in your closet?

I love the chic and easy-to-wear pieces of
, as well as everything from jewellery designer Anissa
Kermiche. I can also be seen wearing Dr Martens boots most

What role has social media played in your brand’s growth?

A very big one. Instagram created a level playing field,
allowing young brands to reach audiences without much of a need for
marketing and advertising. Without it, it’s very likely that Yuzefi
and many other contemporary brands wouldn’t exist.

Is travel a source of inspiration?

I find short city escapes the most inspiring as I spend a lot of
time going to exhibitions, museums and monuments, which are a
constant source of inspiration for me. I went to Madrid
for the first time last year and was blown away by the Museo del
Prado collection. Joan Miro’s studio in
was one of my favourite artist spaces to visit; the
objects he collected from the area were perhaps more fascinating
than the art itself.

Destinations on your travel wish list…

, Arcos de la Frontera and Seville
in Spain, as well as Bratislava in Slovakia.

Where is your favourite place in the world and why?

I love travelling around
and discovering all the small villages and towns. We
took a wrong turn on a road trip and found ourselves in Zahara de
los Atunes between Tarifa and Vejer de la Frontera and had the most
incredible impromptu lunch at Arrocería Zokarrá.

What’s the best thing about London?

Everything but the weather, but had you asked me a decade ago I
would have said weather and food. I remember a time when there were
only three or four good restaurants in Soho, but now it’s almost
impossible to keep up with all the amazing restaurants opening all
over town.

What are you reading right now?

The Business of Fashion. The industry is going through a lot of
changes at the moment and it’s important to follow what is
happening closely and re-strategise as and when necessary.

What podcasts are you listening to?

I love Bulletproof Radio with Dave Asprey; it’s my
go-to for all the latest discoveries around health and

If you could be anywhere right now, where would you be?

Discovering a small seaside town somewhere with great food and
local craft markets.

What’s the best piece of advice you’ve ever been given?

No one else knows what they are doing either.

What’s next for Yuzefi?

We have something exciting in the pipeline but can’t really say
much until the big reveal!

Naza Yousefi’s Mini-Guide to London


There are so many amazing places to eat in London, but the ones
I keep going back to are Lurra on Seymour Place for seasonal Basque country
dishes, Kiln
on Brewer Street for arguably the best Thai in London and Trishna on Blandford
Street for softshell crabs.


Fucina for
Italian wines and house negroni, The
for chilled drinks with a Sunday roast and Chiltern
for great cocktails.


I pretty much only shop for food and interiors in
brick-and-mortar stores. La Fromagerie and Ginger Pig on
Moxton Street are regular stops, especially on Sundays when the
Marylebone Farmers’ Market is on.


Food markets (a bit of a theme!) and antiques markets. My
favourite for antiques is the Thursday market in Spitalfields; it
feels curated and calm and, if you still feel like browsing, there
are a lot of amazing vintage shops in the area. When the weather
permits, I love to jog to the top of Primrose Hill via Regent’s
Park or walk to the Serpentine Gallery in Hyde Park.

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