The Yasmin Era

What does it mean today to enter a new “era” when reinvention can be reduced to a new hair colour or an Instagram grid wipe? For Yasmin Pettet, it’s about finally having the freedom to be herself.

Hackney-born, English and Persian, former banker with a taste for latex and techno, Yasmin left reality television as an unlikely cult favourite. Since then, she has been making her way into fashion and music. She has worked with brands including Connor Ives and Chopova Lowena. She has even been learning how to DJ.

Her unusually straight posture even earned her nickname ‘YasGPT’, with many theories surfacing online that she may be AI-generated; “YasGPT generating her next line”, wrote one fan online. Naturally, we had to give her a few prompts of our own.

Yasmin spoke to us about weird-girl representation, the years spent being someone else behind a desk, the long game she is playing with fashion, and whether or not club culture is dying.

The Cold Magazine (CM): You used to be a commercial banking executive. How did you fall into that role and what made you want to pivot?

Yasmin: I happened to fall into banking by chance, as, being honest, it was the only job I managed to get during the pandemic. So I just ended up running with it. At the same time, I think I always knew I was super creative and expressive. However, over my years in corporate that side to me was very much suppressed. So now, with my career pivot, it’s kind of exploded in my own weird and wonderful way.

CM: You’ve spoken about knowing you don’t fit the mould, and wanting more “weird girl representation. ” What does that feel like in practice?

Yasmin: In general, I never really feel like I fit in anywhere, which at first made me feel uncomfortable, but I have such a strong sense of self I’ve realised that it’s actually the biggest blessing; I’m never going to be that person who will shrink themselves to feel accepted by the masses and I don’t think anyone should.

CM: How do you define ‘The Yasmin Era’? 

Yasmin: Being the most authentic and unapologetic version of yourself.

CM: The nickname that stuck post-Love Island was YasGPT, associated with your sort of deadpan delivery and very straight posture. I guess it’s quite a strange compliment, a young woman getting called an AI because she isn’t deemed to be warm enough. What did you make of that at the time, and what do you make of it now? 

Yasmin: At the time I was a bit surprised because I’ve never been compared to AI in my life but I’ve always loved the nickname and I applaud the fans who initially came up with it. In fact, it’s made me realise I’m a lot more direct than I ever thought I was. I love that about myself, and even though I may not necessarily present as warm it doesn’t mean I’m not an inviting person to be around.

CM: Reality television used to be a career terminus and is now somewhat of a launchpad. But there’s still a ceiling that goes unspoken, and you’ve been deliberate about going toward brands like Chopova Lowena and Sinead Gorey rather than the more predictable fast-fashion route. Was that a plan you had from the beginning?

Yasmin: Even before Love Island, I always loved high fashion so I knew I definitely wanted to go a different route than the usual fast fashion one. I’m just more so grateful to all of the brands who have trusted in me to support them and bring their visions to life. Because from then on it’s opened up so many doors for me especially during Fashion Week. It’s definitely a long game but it’s one I’m willing to be patient for.

CM: What’s the first thing you do when you get home from a (shooting) day like this?

Yasmin: I have a boiling hot shower and get in the most Adam Sandler fit I can find.

CM: There’s a lot of talk about the death of club culture in this country. Your fans often ask you for music recommendations and you’re even learning how to DJ. From your point of view, is club culture indeed dying or just changing? 

Yasmin: From my standpoint, I think club culture is dying to an extent with the rise of wellness trends, but at the same time I think people forget you can simultaneously be a health freak and like to shake your ass in the club. In my opinion, it’s the community that’s been lost a little bit so people are seeking it through other means. But, I would hope eventually we can all revert back to our Effy Stonem ways.

CM: Is there anything you haven’t done yet that you’re particularly excited to get into? 

Yasmin: Something I would really love to do would be to walk a runway; I’m not particularly tall but spiritually I’m 6ft. I would also really love to star in some sort of dark indie film.

CM: You were born in Hackney to an English and Persian family. I’m Moroccan and Dutch, so I understand being slightly outside both places rather than fully inside either, and the constant struggle with your identity. Do you think growing up between those worlds shaped how hard you’ve pushed toward being yourself? Do you think that’s why being different has never scared you? 

Yasmin: I do think being both English and Persian I’ve always felt like I’m on the outskirts of both cultures. So I’ve just learnt to be okay with being a bit of an outsider and just appreciating the fact that it makes me unique.

CM: You’ve said you’re “for the girls and the gays. ” You’ve built a particularly strong queer following. Why do you think that audience found something in you?

Yasmin: I’m such an energy and ‘woo woo’ person but I do think my queer following just love the fact that I am so expressive of who I am. I would honestly hope that I inspire others to do the same. I mean everything I do is basically for the girls and the gays!