By Julia Radovich
In a fashion world obsessed with speed, noise, and the next big thing, YVY moves differently.
Designed by Zurich-based Yvonne Reichmuth, the brand builds pieces like sculptures—slow, intentional, bold. It’s not about chasing trends but creating a universe: one where timeless leather meets modern identity, where craft becomes a statement, and where dressing up feels a little like rebellion.
Worn by icons like Billie Eilish and Lady Gaga, YVY stands for power, sensuality, and staying true to your edge. Now with a new creative space in Zurich and a first ready-to-wear collection, the brand is entering a new chapter—rooted in community, connection, and the quiet confidence of doing things your own way.
Today it’s important to think about sustainability in fashion. How does YVY support this movement?
Sustainability isn’t a trend for us—it’s part of our DNA. We produce in small batches, use high-quality materials made to last. Longevity and avoiding overproduction are incredibly important to us—creating fewer, better pieces has a real impact, and it’s something I care deeply about.
It’s about slowing down in a fast world and creating with intention. You won’t find throwaway fashion here.
There’s a lot of discussion about the ethics of using natural leather.
What’s your perspective, and are you exploring alternative materials?
We work with real leather that comes as a byproduct of the food industry—never exotic skins—and treat it as a valuable resource. Reusing existing material often makes more sense than creating new ones, especially when many so-called alternatives include plastics. Of course, the decision is personal, but I always tell people to check two things: is the alternative really more sustainable, and what is it made of?
Misleading labels are common. For us, nothing has yet matched real leather in aesthetics, sustainability, and longevity.
Fashion trends come and go, but your pieces remain timeless.
What’s your secret?
We don’t follow trends-we create a universe. Our designs are built like little sculptures: bold, sensual, and wearable across seasons and moods.
Gender-neutral fashion is getting a lot of attention today. Is this something close to your vision?
Very much so. YVY has always been about personal expression, not fitting into boxes. Our pieces are made to be worn by anyone who feels drawn to them —no labels needed.
You recently opened a new creative space in Zurich, combining retail with art and culture. Why is it important for a brand to be more than just clothes today?
Because fashion is about experience-and authenticity. Our space is where people can feel the energy behind the brand, meet the creators, and become part of something personal. It’s where collaborators connect, customers become friends, and a sense of community takes shape. Because there is already so much product in the world, it’s not enough to just release more. A space like ours is about creating emotional value and real connection. We want people to understand why we do what we do – to be part of the story, not just a transaction.
People increasingly want fashion that feels personal and unique.
How important is a personalized approach in your collections?
A personalized approach is essential to us. We’re very close to our customers, and the feedback we get directly influences what we design-it’s not just about what we want to create, but about how it make others feel. Custom pieces and special editions make each experience unique and inclusive, turning the relationship into something more meaningful.
Digital fashion, NFTs, and the metaverse are becoming mainstream topics. Are you interested in exploring these areas?
We’re curious, always. If the digital world can amplify creativity and emotion, we’re in-but it has to feel meaningful, not just digital for the sake of it. I still live in the real world and always try to meet the people I first connect with on IG-because that kind of human connection and honesty still lives offline.
Your pieces are loved by celebrities and influencers. Why do you think fashion plays such a big role in how the younger generation expresses their identity today?
Fashion is one of the most powerful forms of expression. It allows you to explore different sides of yourself-your strength, your softness, your mood. I love it when customers tell me they feel strong, confident, or sensual when wearing YVY. It’s an honor to be part of that emotional experience and to create something that helps people feel good in their own skin. Icons like Troye Sivan, Billie Eilish, and Lady Gaga wear YVY because they embrace the freedom to express who they are-without limits. That spirit of individuality is something we celebrate.
Write a short letter to your future self and to YVY. What would you say or wish for?
Keep dreaming wild, but never forget your roots. Stay bold, stay curious, and always keep your edge. May YVY remain a symbol of strength, mystery, and artistry-for the rebels, the romantics, and the ones who don’t play by the rules. And —allow yourself to take breaks!
