From business law to viral Reels, Yasmine built a modest-fashion platform on sharp suits, quiet confidence and a hijab that made her feel more herself. In the conversation with The Sandy Times, she talks about finding style without compromise, going viral by accident, and why “new modesty” is less about rules and more about respect.

— Could you tell a bit about your life before you started the fashion blog? What was it like?

— I grew up in a modest household — my mum raised me on her own. I have always loved fashion, but studying it felt out of reach, so I chose business law: a path where I could earn well, be independent, and support my mum. At uni I started working in tax and legal consulting. I combined study with work because I loved dressing well and investing in quality pieces — it mattered to me to look presentable.

— Do you remember the moment your love for fashion really began?

— When I was 14, I spotted a black book in a shop with a man on the cover — white hair, ponytail. It was Karl Lagerfeld. I read his biography, then got into Coco Chanel’s story and fashion magazines. I couldn’t buy the latest issues, so I would pore over older ones in shops. That is when I realised how much you can express through what you wear.

— How did your style evolve over the years, and when did your modest fashion journey start?

— I have always dressed modestly, and two years ago I started wearing the hijab. When I was younger, I followed trends, and eventually I realised some worked, some didn’t. Now I mix and match: I invest in timeless pieces, but still add fun details to my outfits.

— What about your blog? How did it all begin?

— It started when I was working a typical office job, wearing suits every day, but I liked to be a bit extra. Outfit checks on TikTok were taking off, so I began posting mine. That was around the time I put on the hijab and leaned further into modest dressing. People liked it, and I saw an opportunity: modest fashion content back then wasn’t saturated.

I was accustomed to the idea of having a stressful job with pressure, deadlines and clients, but suddenly there was a chance to do something I am passionate about, so I took it seriously and tried to figure out how I could help others.

— Did putting on a hijab change the way you feel?

— Yes, in a good way. I felt more confident. The main reason to put a hijab on was faith, but there were other factors. I am very friendly, and sometimes men misread that; I had uncomfortable experiences — even with shopping assistants. Once I wore the hijab, that stopped. I felt powerful, even though some people think covering up means being shy.

There were appearance reasons too: I have thin, curly hair and always struggled with styling — it looked messy next to the straight, long hair I saw everywhere. And even though I was comfortable in my body, something felt off. I was constantly thinking about how to “improve” myself. With the hijab and modest clothes, people judge my looks less. They see what I am wearing, my outfits speak for me and reflect my mood — that is what I love.

— You started on TikTok, but Instagram is now your biggest platform, even though you don’t have too many posts there. Did you have another account on Instagram before?

— I launched YasmineFits at the end of 2023 to share outfits. Before I had a private account and I still keep it for family and friends — I want a clear line between my life and the blog. My goal is to post things that actually help people, and I think that kind of information doesn’t.

I am careful about protecting myself, too. I have lots of drafts and videos where you can really see the way I am as a person, but that is also where some people spot opportunities to take advantage, so I am always in two minds about what to share. I did start YouTube a couple of months ago, though. That is where people can get to know me a bit better.

— Did the people around you support your decision to start a blog?

— Not really. My husband wasn’t a fan initially. I knew it might feel embarrassing for people close to us, but I asked for time to try.

— Did his opinion change over time?

— When I began getting DMs from women saying my posts helped them, I decided to keep going. Later, brand collaborations followed, and people close to me changed their minds.

— How did that shift from TikTok to Instagram happen for you?

— At first, before I wore the hijab, I only posted small details. I didn’t want to show my face on social media. Then it felt pointless, so I began showing my face, assuming the blog wouldn’t get big and no one would recognise me. I just started randomly uploading my TikTok videos to Instagram, treating it as anything but my main platform.

Then TikTok changed its algorithm and Instagram began pushing Reels, making my page grow very fast.

— What was the breakthrough moment? What kind of content resonated most with your audience in those early days?

— It was another TikTok I uploaded on Instagram — a lip-sync to a Sex and the City sound where I was showing different outfits. The video went viral. This type of content still performs best.

— Who makes up your audience — mostly women who wear hijab, or not really?

— Roughly 60% hijabi, 40% non-hijabi. I don’t aim only at modest audience. I rarely take inspiration from people who dress modestly: I look at outfits in general and adapt them. Some of my looks might not even suit everyone’s modesty standards, and that is fine.

— The concept of modest wear is really evolving today, and you even mentioned that the standards of what can be considered modest are not the same for everyone. From one side, it is less associated with limitations, from another — it is more recognised by the non-modest part of the fashion world. How do you feel about this shift and how do you interpret the “new modesty”?

— I love the shift. More people now understand modest fashion as confidence, elegance and timelessness — not restriction or a single religion. For me, modest dressing is also about self-respect (which doesn’t mean showing skin is disrespectful). Even before my hijab, I chose to dress modestly because I wanted it to look chic and timeless looking at my pictures decades later. It is great to see that perception becoming mainstream — and more brands — even the ones that don’t claim to be modest — embracing it.

— Did your style change after you started wearing the hijab?

— Not much. I didn’t clear out my wardrobe. I wore the same pieces, maybe layering a bodysuit under a T-shirt or balancing a tee with a suit. In a way, the hijab helped me find my style more clearly — I pushed myself to express more through outfits.

— Where do you find inspiration — in fashion and beyond?

— I don't live in a very fashionable city, so Pinterest is my biggest source. Online, I follow people like Tamara Kalinić and Charlotte Emily Sanders. I also love Olsen twins. On TikTok, if I see a great outfit that isn’t modest, I ask: how can I make this work for me?

— You do stand out in a crowd — how do people in Dusseldorf react to your looks?

— People stare — Germans can be very direct with looking. It isn't always negative, just… persistent. It can be uncomfortable, but I try to stay in my bubble and take it positively because I am confident in my choices. They don’t have to like it.

— Pop quiz: your no-think outfit formula?

— A suit. Daytime with loafers, for dinner — with heels.

— Wardrobe must-haves besides suits and heels?

— Good basics: T-shirts and bodysuits — I am picky about undertones, so I own several whites. I love Uniqlo tees. One or two great barrel jeans (light and dark). Loafers — I am a loafer girl! They are my “sneakers.” A maxi coat — nearly floor length, straight fit, slight shoulder — timeless chic. And a good hat.

— Favourite modest styling trick?

— If I style an abaya, I like to break the pure elegance a bit — with cropped barrel jeans, a simple tee, abaya on top, and tabi shoes. I love mixing elements to add a twist.

— Advice for women finding their personal style — especially in modest fashion?

— Try everything. You may go through a trend phase and then realise it isn't you. That is normal. Your style can — and should — evolve. Wear what feels comfortable and right for you, and don’t listen to people who tell you something “isn’t for you.” I was told not to wear suits. I wore them anyway because I love them.