Collars vs Colors – Yasemin Ögün

Wherever you are, you carry a responsibility when you are a part of creative industries. It is to be open to continuous advancement, to find the courage to be yourself, and to be the one who opens doors to novelty with your unique touch. Different journeys that reach from fashion to art, from niche audiences to large ones, require individuals who have the courage to be themselves. This is a great teamwork, the success of managers who can be brave, an extraordinary step that falls into the minds of free spirits who have the courage to create… Whatever the story is, creating a brand indicates signs of courage, maintaining a brand indicates an understanding of the audiences, communicating a brand indicates never losing your imagination. When all of these blend seamlessly, collaborations that tell impressive stories emerge. Either a product or an experience, no matter what the story you build them on, can only exist as much as your courage and discipline. During a time when an abundance of questions about brands and creativity occupy minds, we ask our questions to some people who we believe reflect discipline and creativity in a perfect balance in business life. Although they operate in completely different industries, their courage, discipline and endless passion for innovation underpins their success stories.

What triggered your introduction to the world of fashion?

My long lasting interest from childhood in creating stories through colors and fabrics has drawn me to the fashion industry. I decided to follow this path when I realized how special my first design was. Also, the desire to tell my own story through my own style has driven me steadily forward on this path.

Creating a brand or maintaining it – which one is harder?

Creating a brand requires huge dreams and innovation, but maintaining a lasting brand necessitates constant dedication, adaptation, and forming a loyal customer base. That’s why it feels harder for me to sustain a brand in the long run, as it requires keeping constant discipline and innovation in the agenda.

How can a brand break boundaries and influence the decisions of individuals?

An accurate narration of our brand’s story, developing designs that appeal to different cultures, and establishing an emotional connection with the customer make it possible to break boundaries and touch the hearts of individuals. The essence is enriching people’s lifestyles a bit and doing it wholeheartedly. 

How important is it to be creative for a brand?

Creativity is the main factor that differentiates a brand from others. It is quite critical to pursue authenticity in every collection or design, as well as creating our own language without being driven by trends. Our main goal is to surprise our customers and make them say “wow!”

What kind of responsibility does it require to turn your personal tastes into a brand?

It is a great responsibility because it requires you to take not only your own tastes but also the customer’s expectations and desires into consideration. Bringing something meaningful to people’s lives while staying true to your own style is all about finding the balance. 

“As everything that inspires me passes through my personal filter in the design process, my designs always have a uniqueness, even if they touch upon trends.”

Yasemin Ögün

In an industry where creativity has a strong influence over production and communication, what sensitivities should a brand need to watch out for in order to grow while preserving its DNA?

It is very important to stay true to your essence and maintain the principles you placed value at the beginning at every stage. Being open to customer feedback and being sensitive to changes in the industry also allows a brand to grow without losing its identity.

How is it possible to be a trendsetter instead of following the trends?

It’s possible by bravery and not being afraid to try new ideas. It is critical to monitor industry standards and consumer behavior, as well as encourage collaborations and innovations to stay one step ahead. Also, it’s a requirement to focus not only on market demands but also on customer dreams.

Why would a brand feel the need to work with influencers?

Working with influencers is an effective way to promote your brand to larger audiences and build confidence. Their strong follower base and authentic talents of communication allow us to reach greater numbers of people as we tell our product stories through their eyes. 

In this age when content is everything, how can a brand transform its products into content and remain original?

It’s essential to ensure that content reflects the brand’s voice and mission in the best possible way. It is possible to communicate the background stories of products through strategies, such as style stories, inspiration videos and interactive social media events, and remain original. We always strive to involve real stories and genuine feelings in our content. 

What do you do to sustain your creativity?

I strive to pursue new inspiration sources constantly, in order to stay creative. Visiting art galleries, spending time in nature, and experiencing different cultures help in this process. Also it is important for me to be involved in a creative community dynamic, and hear about diverse perspectives. Creating personal spaces, such as reading books, watching movies, and listening to music, nurtures my creativity.

What kind of a perspective should a brand embrace in order to be creative?

It is imperative to embrace an innovative and open perspective in order to be a creative brand. Thinking beyond traditional boundaries and not being afraid to take risks are key in this process. It is required to look for ways to exceed customer expectations and to surprise them. While keeping up with new trends, it’s equally vital to maintain your unique style and identity. Also, values like flexibility, curiosity, and sustainability lay the foundations of a creative brand.

In what framework does a brand’s responsibility increase in the era of peak content production?

In this era of heavy content production, a brand’s responsibility extends beyond visual aesthetics and attention-grabbing elements; as it also involves factors like quality, consistency, and originality. The content needs to be informative and entertaining, while reflecting brand values and mission. Building an emotional connection with the audience and delivering impactful messages through storytelling becomes a key responsibility in order to stand out during this time. Additionally, considering ethical standards and social awareness is among the responsibilities that brands must uphold in content production.

How do you remain original in a world where everything looks alike?

Being original is about including my personal story and perspective in my designs. I try to differentiate by integrating my tastes and experiences to the design process. Also, another key to originality is to deeply analyze customer needs and expectations in order to offer them new perspectives. As everything that inspires me passes through my personal filter in the design process, my designs always have a uniqueness, even if they touch upon trends. Listening to my inner voice and trusting my instincts while keeping a close eye on the market is one of the elements that sets me apart.

From Based Istanbul N°44 – Confessions Issue. “World is basically a “dynamic” mess of jiggling things. You need to confess your messy parts first.” Buy your copy now!

In conversation with Yasemin Ögün

Creative Direction and Words by Duygu Bengi

Fashiıon Direction by Burak Sanuk

Photographed by Burcu Karademir

Fashiıon Editor Birce Naz Köş, Murat Şentürk

Hair by Mustafa Akgül

Make Up by Zeynep Dombaycıoğlu

Creative Team Belgin Demirhan, Melike Duman, Tunga Yankı Tan, Umutcan Öncü

Photogtaphy Assistant Furkan Irmak

Styling Assistantants Can Demirkıran, Melek Kaya, Zeynep Naz Gümrükçü

Hair Team Enes Sakızcı, Yiğithan Yılmaz

Gaffer Ömer Rauf Aksoy

Gaffer Assistants Halil Demircan, Harun Ateş

Best Boy Taner Altundaş