Today we’d like to introduce you to Natalie Yousefi.
Hi Natalie, so excited to have you with us today. What can you tell us about your story?
When I think back to my childhood, I remember being a little girl with a huge imagination. I loved playing outside with my friends, but I also spent a lot of time in my own world. As early as four or five years old, I was always creating something. I would spend hours braiding my own hair in different ways and teaching myself how to sew little pieces of fabric together. I loved working with my hands, and once I started creating, I could lose track of time for hours.
Looking back now, I think that’s also why crocheting came so naturally to me later in life. I never took classes or followed instructions. It just clicked because creating with my hands had always been a part of who I was. I’ve always trusted my instincts more than anything else.
Growing up, creativity became my escape. Whenever life felt overwhelming, I naturally turned to creating. It gave me a sense of peace and allowed me to express myself without saying a word. Those quiet moments were also the moments when I prayed the most. My faith has always been one of the strongest foundations in my life, and I truly believe that God guided me through every challenge and every step that brought me here. There were times when all I had was my faith, my creativity, and the hope that one day the dreams in my heart would become reality.
At 19 years old, I left Stockholm, Sweden, and moved to Los Angeles to chase that dream. I didn’t know exactly how everything would unfold, but I knew I couldn’t ignore the vision I had carried with me since I was a little girl.
When I first launched my brand, I used my family name, Yousefi. It was personal because the brand has always been an extension of me and my story. About a year ago, I rebranded it to YVSEFI. There isn’t a hidden meaning behind the change. I simply felt that YVSEFI better reflected the direction I was taking the brand. It felt cleaner, more timeless, and more aligned with the luxury fashion house I’m building.
The brand has grown alongside me. In the beginning, I created dresses made entirely out of jewelry because that was what I knew how to make at the time. I was fascinated by turning unexpected materials into wearable art and finding beauty in creating something completely different. As my curiosity grew, I spent countless hours teaching myself through YouTube, researching techniques, practicing, making mistakes, and trying again. Every new skill I learned became another step toward bringing the ideas in my head to life.
Today, YVSEFI is a luxury fashion brand built on craftsmanship, emotion, and storytelling. I’ve become known for custom luxury streetwear and handcrafted pieces, but my vision has always been much bigger than that. I’m building YVSEFI into a luxury fashion house where every collection feels timeless, artistic, and editorial. I want to create pieces that belong on the runway but are remembered because of how they make people feel. Fashion, to me, isn’t just about clothing. It’s about confidence, identity, and telling a story without saying a single word.
When people ask me where YVSEFI began, I don’t think it started when I officially launched the brand. I think it began with a little girl sitting on the floor, completely lost in her imagination, braiding her hair, teaching herself to create, and quietly praying for a future she couldn’t yet see. Looking back now, I realize those moments weren’t an escape. They were the beginning of everything.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely hasn’t been a smooth road, but I don’t think building something meaningful ever is. There have been a lot of highs and lows, moments where I questioned myself, and moments where I felt like everything was working against me. I’ve experienced some of the lowest moments in my life while building this brand, but through it all, I never wanted to give up. No matter how difficult things became, walking away was never an option. I believed too deeply in my vision and in what I was building.
I’m incredibly grateful for every opportunity I’ve had. I’ve been fortunate enough to work with some amazing people and see my designs worn by individuals I once only dreamed of reaching. Every one of those moments has reminded me that hard work does pay off, even if it’s one step at a time.
At the same time, I honestly feel like I’m only getting started. I don’t feel like I’ve reached the goals I’ve set for myself, and I’m nowhere near the vision I have for YVSEFI. I believe every milestone I’ve achieved was once a dream I prayed for, and that perspective keeps me grounded. Instead of constantly chasing the next achievement, I’ve learned to appreciate the journey and celebrate the progress along the way.
One thing I’ve learned is that sometimes all it takes is one person to believe in your work. One opportunity, one introduction, or one person wearing your designs can change everything. Until that moment comes again and again, I’ll keep creating. My passion has never depended on recognition. It’s always come from the love I have for creating and the belief that YVSEFI is meant for something much bigger. I trust God’s timing, I trust the process, and I’ll continue showing up every day because giving up has never been part of my story.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
I’ve never seen myself as just a fashion designer. I’ve always been a creator. Everything I design begins with a feeling, a memory, or a story. I don’t create clothing just to be worn. I create pieces that I hope make people feel confident, understood, and connected.
One of the things I’m most proud of is that I taught myself almost everything I know. I started by making dresses entirely out of jewelry, and as my curiosity grew, I spent countless hours learning, practicing, making mistakes, and trying again. Every challenge helped shape both me and my work.
Today, YVSEFI is a luxury fashion brand built on emotion, craftsmanship, and storytelling. While I’ve become known for custom luxury pieces, my dream is to build a timeless luxury fashion house where every collection feels artistic, meaningful, and unforgettable.
If there’s one thing that sets me apart, it’s that I create from the heart. I don’t chase trends. I trust my instincts, my experiences, and my faith. No matter what life has thrown at me, I’ve always come back to creating. It’s never just been my career. It’s always been a part of who I am.
Do you have recommendations for books, apps, blogs, etc?
To be honest, I’m not someone who learns best from books, podcasts, or apps. I’m a very visual person. I learn by watching, observing, and creating. Whether it’s studying a runway show, watching designers at work, exploring architecture while traveling, or teaching myself a new technique through videos, that’s how ideas really come to life for me.
I’m naturally curious, so if there’s something I don’t know, I’ll spend hours researching it until I understand it. That’s how I taught myself so much of what I know today. I believe some of the best education comes from simply being willing to learn.
A lot of my inspiration also comes from everyday life. Traveling, art, music, conversations, and even quiet moments of reflection and prayer often inspire my next idea. I think staying curious and open to the world around you is one of the greatest tools any creative person can have.
Contact Info:
- Website: https://www.yvsefi.com
- Instagram: @Nattiyousefi @yvsefi_
