Uzbekistan-born, creative director and owner of WHYESSE, Yokut Schmid, is an innovative mastermind of fashion.

Yokut has a passion for art, architecture and photography. She works on illustrations and graphic design, using transparency, lace and special textiles. Her love for nature is strongly expressed through her interpretations of it, by creating designs that always depict her attention to movement, variance of textures, enhancement of colors and the durability of fabrics. She speaks English, German, Persian, Russian and Turkish, and is familiarizing herself with the Arabic language. She currently resides in Dubai, UAE from where she operates the fashion Label WHYESSE, which was born in 2005.

Yokut is highly fascinated and influenced by the Moghul Empire, a preference also portrayed through her collections.

BRAND CONCEPT

WHYESSE creates innovative concepts that stand the test of time while carrying forth the wealth of creative intellect rooted in oriental culture. Yokut’s designs can be adapted to complement the wearer of both traditional and contemporary preferences.

As a purveyor of fashion, WHYESSE is a contemporary fashion brand that uses the finest quality of material and craftsmanship to produce exquisite and beautiful pieces.

WHYESSE was founded in Switzerland as a trademark, and established its business identity in the United Arab Emirates.