Photography: Dylan Fan



YAZEL is a fashion brand founded by Istanbul-born, Turkish designer Yasemin Ezel Kıraç.
Shaped by memory, care, and cultural continuity.
The brand emerges from an interest in how garments carry meaning — how clothing can hold history, emotion, and lived experience, and act as a language through which identity is preserved and reinterpreted.Rooted in the symbolic practices, rituals, and gestures passed down through generations of women in her family, Kıraç approaches fashion as a site of translation between past and present. Her work reflects an ongoing dialogue between heritage and contemporary life, informed by movement between Istanbul and New York City. YAZEL is guided by a research-driven practice that values craft, intentionality, and material sensitivity. Through an evolving visual and material language, the brand explores how personal and collective memory take form, allowing tradition to exist not as something fixed, but as something living, carried forward through care and making.