Since I started writing about fashion, I’ve crossed paths with many designers, brands and brand stories. I first met Yasemin Öğün years ago, around 2011 or 2012, when we sat down at Zorlu Center to talk about the brand she had just founded with her then-partner. Even back then, she gave off a calm, observant energy – someone who analyses her surroundings carefully, manages crises well and carries confidence without needing to be in the spotlight.
Over the years, we have met many times, and that impression never changed. Yasemin always felt composed, self-assured and quietly intelligent in the way she ran things. Most recently, we met at her Muse For All pop-up store in IstinyePark. Standing there, I saw a woman I had known for nearly 15 years – someone who had gradually built her own path, step by step. She had left her first partnership behind, founded a new brand that expressed her vision more clearly, and continued to evolve.
Naturally, our conversation turned into a reflection on that journey.
When I asked her about the story behind Muse For All, founded in 2019, she described it as the realization of an idea she had been nurturing for years. “Through Moda Tutkusu, I had the chance to observe women’s shopping habits for a long time – the gaps in their wardrobes and the pieces they truly needed. I clearly saw the demand for timeless, high-quality items that could be worn for years. When I founded Muse For All, my goal was to create a modern aesthetic that wasn’t driven by trends, but instead adapted to a modern woman’s life – strong yet simple. What makes me happiest today is that the brand still carries its original vision.”
