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Yasmin Yusuf, Creative director, Miss Selfridge

Two years ago women’s young fashion chain Miss Selfridge was in the red and although it is still an ongoing project, the turnaround led by creative director Yasmin Yusuf deserves recognition as this year has been another record one for the retailer in terms of sales.

As a leader of the business Yusuf is in touch with her customer and caters for her accordingly. Her trips to far-flung countries and their flea markets for inspiration are legendary and this season she encouraged the Miss Selfridge team to hit the nightclub floors of Newcastle-upon-Tyne to ascertain what the Miss Selfridge girl was wearing.

Yusuf has an absolute commitment to and passion for Miss Selfridge, and it shows.

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