MYNE; Wearing Your Truest Self

With a vision that every woman wearing her pieces will embrace her true self, and feel comfortable and beautiful in her own skin, Yasmine Tawfik launched her contemporary women fashion brand MYNE in 2019. We talked to Tawfik to learn more about her inspirations and her journey as a young and ambitious entrepreneur.

How did your brand first come about?

I always had this passion for fashion in general, but didn’t know how to direct it. Not to mention, I didn’t have the time or energy to actually go for it. Once I quit my 9-5 corporate job, it was the perfect time to pursue this dream. My objective all along wasn’t just to create some stitches on fabric; I definitely strived for more. MYNE is all about providing comfort, all while staying on top of the latest trends, and this is achieved by our choice of delicate fabrics and the effortless laid back designs. With this minimal approach, we create very simple garments but with exquisite cuts. Our pieces are mainly offered in muted pastels and evocative earthy neutrals.

Can you tell us about your latest line and what inspired it?

The newest line to be introduced is called ‘MYNE LINEN’, which simply exhibits pieces solely made of linen material. The aim of the collection at its core is to create timeless pieces aimed at showing women that it is possible to express themselves through clothing without owning countless pieces. Our neutral pieces can be mixed and matched for an effortless work-to-weekend wardrobe. 

This line will also be our first step towards our effort to become a sustainable brand, as we only use linen material, which is a lightweight fabric made from the flax plant. It is a sustainable material that is biodegradable and requires little water. Moreover, we will be focusing more on reducing fabric waste as we begin to incorporate every fabric scrap to produce new products. We definitely believe in the concept of ethical fashion and taking care of our planet, and our new Linen Line is our first baby step on that path.

Tell us a bit about your background in fashion design.

I’m a self taught fashion designer. That is why I wouldn’t normally refer to myself as a fashion designer, but rather an entrepreneur. I graduated from the American University in Cairo with a bachelor’s degree in Integrated Marketing Communication. My career began with some positions in the fields of marketing and advertising at reputable companies and working in fast-moving consumer goods. This is where I learnt a lot about the market, and I think my edge is knowing how to manage a business, make it grow and market it for the right target audience, while delivering pieces with an exquisite taste. 

What type of challenges did you meet along the way?

I think the biggest challenge yet is the Covid-19 situation – figuring out how to deal with the unknown, and predicting what will happen next and how it will affect the business. 

How do you find inspiration when creating new collections?

I always get inspired as I listen more to women’s needs. It could be a friend, family member or even a comment from a recurring client. Feedback really helps, since it gives me ideas for new pieces and provides me with the points of improvement I can work on moving forward. 

If you had to pick from your latest arrivals, which two summer pieces are your absolute favorite? 

The Smocked Waist Maxi Dress and the Limited Edition Oversized Blazers in hot pink and orange. I would say they are my favorites because of their summery colors and the fact that they are versatile and can be worn in different styles, each time giving you a completely new look. 

Are there any styling tips you would recommend this summer?

Pastel colors all the way! And the monochromatic co-ordinated pieces are also so in this season.

Any plans for the brand in the near future?

Right now, we’re very proud of our latest ‘MYNE LINEN’ line addition. Like I said, it is our first step towards becoming a sustainable brand and we’re aiming to increase our efforts towards sustainability so that by the end of 2022, we become a completely eco-friendly sustainable brand. We also have a new line to be launched later this summer. I can’t say much but you should definitely stay tuned.