Yasmine Brunet and Victoire Tassin, founders of wherewear
Meet Yasmine and Victoire, founders of wherewear , the first peer-to-peer fashion rental platform in France. We met around Île-Saint-Louis, where Victoire lives, film camera in hand, stopping at their favorite spots in the neighborhood, from the Café Noir to the terrace of L'Escale pont de la Tournelle. They tell us about their journey, their inspirations, and their vision of fashion.
Photo: ofelia rodriguez
Can you tell us about your career in a few words?
Y: Always drawn to the world of fashion, I started with literary studies before moving to New York for an internship in press relations, where I worked with brands. This is what made me want to move into this sector once I returned to Paris. I joined the Printemps team as a product manager alongside Victoire, then I continued at ba&sh before returning to Printemps as a buyer. I've also always had this entrepreneurial desire; I launched an online vintage boutique.
V: I always wanted to work in fashion, while having lots of ideas for starting a business. Without ever really following through, I finally joined the house of Saint Laurent after my studies, where I was Product Manager for 4 years. Yasmine and I had already started thinking about this platform project, and two years ago, I decided to throw myself 100% into the adventure.
How did you decide to launch wherewear?
We both wanted to consume fashion differently. We liked the idea of being able to refresh our wardrobe without always buying new, and especially without resorting to fast fashion. Little by little, we started thinking about a platform where we could rent pieces between individuals, as if we were borrowing from a friend. It seemed obvious to us that we had to facilitate this sharing, to make fashion more circular and accessible. So we went for it two years ago, convinced that it was a real answer to our needs and those of many women.
What are the next steps for wherewear?
We just launched our app, so it's already a great first step in making renting even simpler and more accessible! Now, we want to grow our community, have more and more quality pieces to rent, and strengthen our partnerships with responsible creators.
How would you describe your style?
Y: I like pieces that last, well-cut, and carefully crafted. My wardrobe is built around great basics, which I choose for their quality and timelessness, which will last a lifetime. I like to punctuate them with stronger pieces: a touch of color, a bold print, a sharper cut, etc.
V: My style is quite colorful, I love mixing prints and playing with contrasts. I would like to be even more daring, to go further with bold combinations!
Who are your style icons?
Y: I would say Leandra Medine Cohen for her creativity!
V: Blanca Miró, without hesitation. I love her boldness, the way she mixes colors and prints without ever overdoing it.
What is your favorite piece in your wardrobe?
Y: I found a gorgeous brown leather jacket with a friend! The cut, the details, and the leather are incredible...
V: Honestly, I get tired of my pieces quickly… that’s why I love renting! But if I had to keep one, it would be my sea ny patchwork coat . It adds a little pep to any outfit.
“It seemed obvious to us that we needed to facilitate this sharing, to make fashion more circular and accessible.”
A cafe in Paris
Noir
A museum in Paris
The Orangerie
A bar in Paris
L'Escale
A song that gives you energy?
Y: “ shame, shame, shame ” by Shirley & Company.
V: I would say " lounge " by Ehrling. It has saxophone, it smells like summer, and it makes you want to dance all night.
Yasmine and Victoire are wearing the Monica vest in midnight blue textured cotton canvas and black washed linen canvas.
Follow @wherewear_co on Instagram.
