yazbuKEY: the multiple Majesty

Do you want to know a secret Yaz Kuhran does not know? Thanks to a dear common friend, I knew her and her reputation before meeting her in early 2020. And believe me, I was scared. I was expecting one of these know-it-all fashionistas with an attitude that made me feel old and disconnected.

Do you want to know another secret? Do not believe the hype. Or, at least, meet Yaz before bowing to her reputation. In a genius move, she has been able to create a persona, yazbukey, which is super interesting, cool, and connected to the moment but completely at odds with who she is as a person.

First of all, Yaz is royalty—not rap royalty, not hype royalty, but royalty royalty. She is the niece of the late King Faruk of Egypt and the direct descendant of Mehmet Ali Pasha. Not too bad for the queen of Parisian nights, who will soon also become the Queen of Plexi with her witty, fun, and super feminine/feminist brand Yazbukey (soon becoming Yazbukeyland, given the wide range of product collaborations done during all those years).

Yaz is also a cat, despite her love for dawgs (meet Monroe, her little friend). Thanks to a brand ambassadorship for Van Cleef & Arpeels (she was wearing her grandmother jewellery, mind you), she decides to stop the plexi adventure (that lasted for 20 years!) and launch a new jewellery line, in tune with her Turkish history (yes, the Mediterranean sea is her playground). Exit yazbukey, welcome yazbuKEY (sometimes, life depends on a few capital letters). It is all about poetry, history and discovery.

Another thing you should know about Yaz is that in 20 years, she came up with many novel ideas that have become widely adopted since then. No matter how many fashionistas are in Paris, they all know Yaz. For that reason, she deserves to be celebrated, and that's why I was happy to have the opportunity to write about her recently.