IN CONVERSATION WITH YUYAN SHI

interview by JANA LETONJA

Entrepreneur and digital content creator Yuyan Shi is fast gaining traction in the fashion world, working with brands like Veronica Beard, Reformation, Oscar De La Renta, Marc Jacobs, and many more. Yuyan is the founder of her clothing brand, The Casuals, which uses unique seasonal styles while still keeping the elevated, minimalistic basics at the core of its image. She just went live with the rebrand of The Casuals.

You’ve collaborated with top fashion brands like Oscar de la Renta, Marc Jacobs, and Reformation. How have these partnerships shaped your journey in the fashion industry, and how do you ensure your authentic voice comes through in each collaboration?

I'm so grateful to work with so many amazing brands that I've admired for so long. I draw inspiration from each of them, but I always try to keep a part of myself in every look, whether through accessories or by styling it in a way that's true to my own style.

Your presence at New York Fashion Week has gained significant traction, where you’ve been seated front row at shows like Sergio Hudson and Cynthia Rowley. How does attending these events influence your style and creative direction as a content creator?

Attending NYFW events and shows is such a huge privilege, and seeing the looks in person always inspires me for the upcoming seasons. I love taking bits and pieces of what resonates most with me from the shows and styling them into my everyday outfits.

Your content empowers women to embrace their individuality in the fast-paced, demanding environment of New York. How do you use your platform to inspire confidence and community, especially among young women?

I love showing my audience that everyday looks don’t have to be complicated. I think most of my followers appreciate casual outfits that are timeless and classic, with a twist of my own style. Growing up, I always wished to see someone who looked like me, an Asian American, showing easy-to-put-together outfits. I want to inspire others to embrace their style, express themselves through fashion, and feel confident in their appearance. I loved seeing dressed-up looks, but sometimes getting dressed for everyday felt hard, and inspiration wasn’t always accessible. In a busy city like New York, it's easy to be influenced by trends and forget our own style. That’s why I enjoy using key pieces, incorporating a few trends, and styling them in various ways for my audience.

You recently rebranded your clothing line The Casuals, focusing on elevated, minimalistic basics and unique seasonal styles. What prompted the rebrand, and how do you envision the evolution of the brand moving forward?

I started the brand two years ago, focusing on key accessories like tote bags and makeup pouches. I rebranded with the goal of introducing a new line featuring seasonal styles that are high-quality and easy to style. I hope to continue releasing small collections that are timeless and perfect for any capsule wardrobe. Finding staple, quality pieces can be challenging, and I hope that’s what The Casuals can bring to people.

The Casuals offers a range of accessories alongside its core apparel collection. How do you approach the design process to ensure that each piece, from playful pouches to tote bags, feels both practical and stylish?

The first product was a functional and simple tote bag, which became a huge success due to the versatility and durability of The Everyday Bag. Seeing how much my audience loved it, I realized that functionality is key, but making it aesthetically pleasing is just as important. With each accessory design, I keep both of these aspects in mind, aiming to make each item simple and useful for my customers. We all love using practical things with a touch of playfulness.

Sustainability is a major focus for The Casuals, with all pieces ethically made using high-quality fabrics. Why is this important to you, and how do you ensure the brand stays aligned with your sustainability values?

I've always loved clothes, but growing up, I only knew about fast fashion brands. I would buy pieces, but after just a few wears and washes, they wouldn’t hold up. That’s why, when creating my own clothing brand, it was so important to me to use high-quality fabrics. I want these pieces to truly last in everyone’s closet. We use natural, organic, or recycled materials and will continue to do so with all our garments.

As an entrepreneur in fashion, what have been the biggest challenges in building and rebranding your business, and how have these experiences helped you grow both personally and professionally?

With The Casuals, I often find inspiration to create pieces I’d love to share with my audience. However, one of the biggest challenges has been the production process, which can sometimes take up to a year and involves many trials and adjustments. As I become more familiar with this process, I’m excited to push the boundaries to create pieces I’ve always wanted and share them with our customers.

You’ve already made such an impact in both the digital and fashion spaces. What motivates you to keep pushing boundaries, and how do you stay inspired to innovate in both your entrepreneurial and creative endeavors?

I’ve always had a passion for creativity and design. Being in New York is truly special. Whether it's attending NYFW or something as simple as visiting museums, inspiration comes in many forms, and it's everywhere in this city.

As a woman thriving in a city like New York, what does success mean to you, and how do you define fulfillment in both your professional and personal life?

Of course, living in New York leads to a very busy lifestyle, but this city is full of amazing people and is such a hub for creativity and fashion. Balancing my professional and personal life can be challenging, but being able to express myself creatively through my content is truly rewarding. Maintaining that work-life balance is important to me, and fulfillment means being able to do both. During the weekdays, I pour my energy into work, whether it’s creating content, attending events, or working on The Casuals. On weekends, I try to disconnect, spending quality time with my family, fiancé, and dog, or focusing on my hobbies.

Looking forward, what are some of your goals for both your clothing line, The Casuals, and your content creation career? Are there any dream collaborations or projects that you’re hoping to achieve in the near future?

The Casuals has always been a reflection of my personal style, and it always will be. Someday, I’d love to expand into home collections, like ceramics and small decor pieces, as I’m also passionate about interior design.

I’ve been fortunate to partner with wonderful brands on collaborations and projects, and as long as I believe in what a brand represents, I’m happy to work with them to provide great content for our audience. As I evolve, I want my content to evolve along with me.

photographer JANA SCHUESSLER