Yasmin Cho is one of the most up-to-date shops in London, where stars like Kylie Minogue and Robbie Williams buy their clothes.
The shop is located in the centre of London on a street called Poland street, a side street from Oxford street. You can't see the shop from outside, because it's on the second floor of an inconspicuous building. Only a small sign tells you that there is the shop. You have to ring the bell when you want to get in and use the lift to the second floor. When you step out of the lift everything is very bright and it doesn't seem to be an old building, rather a new one with white walls and a bright floor.

The atmosphere at Yasmin Cho is very stylish and only a few clothes are hanging around, but it's not too stylish, like somewhere where you are afraid to touch the clothes and to break something. The shop has existed for 8 months. The opening hours are from Monday to Saturday 11 to 7 o'clock. It's not a shop that is crowded every day, it's rather empty and only insiders are in the shop. Stars or other popular people sometimes make appointments to come to the shop and have special consultations by the shop owner or the assistants. They make these appointments to be alone in the shop and not to be observed.

You can buy clothes by different designers from Italy and the U.S. like, Iurgi Persoons, Miguel Androver, United Bamboo, Michelle Mason and many more. The designers are not as popular as Vivienne Westwood or Alexander Mc Queen or other famous designers, they are young and mostly newcomers and "Yasmin Cho" gives them a chance to become more popular. In spite of their unknown names they make exclusive clothes with excellent patterns and fabrics.
The accessories are by Jodin Busby, Katrine Arabian, Pierre Hardy and so on, they - like the clothes - are very exclusive, but also very stylish.When you want to have an extraordinary accessory, go to "Yasmin Cho" and you will find one or two or three or ........

Next to the famous a lot of Japanese and Scandinavian people buy the clothes. They are open-minded and like wearing new looks and new trends and in London the clothes are cheaper than in Japan or in Scandinavia, so when they come and visit the city, they combine the sight-seeing tour with a shopping tour through all the stylish shops.

The shop isn't very big, so only 2 to 4 people and the owner are working at Yasmin Cho. Nearly all the time they are wearing clothes from the shop, so they are very stylish, too. But when you think now they are overdressed, that's wrong. They wear a cool streetwear outfit. When you see them you can compare yourself to them, they are young and trendy.

Before we visited "Yasmin Cho" the two of us were very nervous to go to our meeting, but this changed immediately when we entered the shop. The whole atmosphere is warm and friendly and we didn't have the feeling of disturbing the people during their work.
Richard, one of the assistants is between twenty and thirty years old and a really nice guy. He told us a lot of news about the next season.The secret of the next season is black and white.
He looks very stylish and it looks as if he always has the perfect outfit. In his job he has the certain something to sell clothes and to always say the right words to the customers like: "You look perfect!" or "you look so beautiful in this!"
When we came in, Richard was immediately very friendly and nice. He offered us something to drink and a seat on the very comfortable looking sofa. We felt like we were at home.

by Nadine Redenius, Katrin Zeisler