At New Zealand Fashion Week: Kahuria 2025, one name kept surfacing with the same buzz as the front row chatter: Yawynne Yem. Wherever the Cambodian-born and Wellington-raised creative went – armed with infectious charm and an impossibly chic RAAIE keychain dangling from her bag – smiles and squeals of excitement followed (even from the most unflappable industry veterans).
That same magnetic energy has carried her far, from a teenage stunt pitching Shawn Mendes’ manager to be her school ball date, to her current role in London as Marketing & PR Manager for cult Kiwi skincare brand RAAIE. Along the way, she’s carved out a career that blends journalism, fashion PR, and styling – most recently bringing her distinctive “dishevelled chic” aesthetic to the pages of Fashion Quarterly’s Spring issue.
In this Q&A, Yawynne opens up about the moments that shaped her style, the themes she’s writing about, and why she’s betting big on jelly shoes next.
In conversation with Yawynne Yem
Let’s get up to speed. Tell us a bit about you and your career to date.
“Yawynne Yem, 16 years old and a victim of the teenage heartthrob trap.” This is an email that I wrote to Shawn Mendes’ manager in Year 12 proposing that he accompany me to my school ball as a publicity stunt. I feel it’s sadly a perfect summary of my personality and career approach — not much has changed.
I’m currently the Marketing & PR Manager for RAAIE Skincare in London, a role of which I feel incredibly lucky and inspired in. Then of course, before moving, I worked in fashion PR for a few years in Auckland and did freelance writing on the side. I did a journalism degree, and some people have a certain idea of PR as a career, but honestly I’ve been able to make some of the greatest friends through my job. And even with former clients like the angels at twenty-seven names, they know my family now. We truly have the best industry in Aotearoa.
What is your earliest memory of fashion?
My older cousins in Cambodia arriving at my door to babysit me and underneath the gate, I could see six fabulous pairs of shoes.
How would you describe your personal style, and what influences it the most?
It’s been and most likely will always be dishevelled chic. I like beginning with the classic building blocks, such as the perfect navy jumper and then throwing it over a sequin skirt, or pairing with a fun beaded bag. For reference, Camille Rowe is my forever muse in dressing. What’s been really influencing my style on the daily recently however is trying to dress against the algorithm. It’s a matter of constantly re-evaluating if I’m into something because it’s aligned, or simply because I’m in the depths of monoculture.
As a creative, what topics are you most passionate about exploring and creating content about?
Just this year, my Mum bought her first ever house and we’d been living in a council house for over a decade before that. It’s been such a monumental and proud moment. But with that, in my personal writing, I’ve been journaling a lot about the way that class has shaped not only my identity, but especially my career and the pressure that’s come with that. It will probably be a while before it’s something I finish or pitch to get published. But, I think that class is something we avoid talking about in the creative industry E-V-E-R-Y-D-A-Y. It’s actually just a part of life though, and is in the seams of how every one of us operate. It should be seen as a positive for diverse experiences, rather than an uncomfortable conversation to acknowledge.
You’ve been living in London for over a year now. How has moving to a new city influenced you creatively, professionally and personally?
Funnily enough, out of all the places in the world, I feel like I’ve found the best work life balance ever here. A lot of people would probably be surprised at that. Maybe it’s something to do with being a tiny fish in a big pond. But I feel really quietly self-assured in my work and what I do. I don’t feel the need to run myself thin anymore. And this is coming from someone who used to panic about their potential fading at the age of ten, so it’s really been quite magical.
What’s the best piece of advice you’ve ever received?
My best friend Joanna and I lived together for over six years, which meant she witnessed every heartbreak, career crisis, or simple hypochondria episodes… The beauty of that resulted in a certain level of pragmatism from her for each meltdown.
She’d always end up saying to me, “Well, no one is you.” Take from that what you will to your own life (and meltdowns).
Are there any New Zealand designers you gravitate toward or that more people should know about?
What Emma Muir at Rhoda Nunn is designing at the moment is so exciting, and it’s only the beginning for her. I am so obsessed with the latest drop of her bikini tops. Whenever I wear mine, I feel like I’m swimming in a warm sea of compliments. My friend Eliza’s boyfriend Dom is also creating some incredible craftsmanship at Tough Auto.
What trends do you think everyone will be wearing this time next year?
Jelly shoes, please!
What do you find to be underrated right now?
Comfortable shoes, sigh.
Quick-fire questions
The next item on my wardrobe wishlist is… I really need a big bag for all my daily hoarding. So I’ve been eying up the Yu Mei Nylon Braidy Bag in Honey, she looks practical and cheerful hehe.
The book currently on my bedside table is… Pop Song by Larissa Pham.
If you could only save one item in your wardrobe, what would it be? My Mum passed down her vintage Prada bag to me, and it’s not only special for that but it’s got these insane wooden straps. I have never seen anyone else with one like it.
My favourite place to dine… Hanoi Eatery in Auckland. I was home for a week recently for New Zealand Fashion Week, and ran there immediately for the greatest bowl of pho.
The song I currently have on repeat is… First by Rose Gray. Everything on her debut album Louder, Please is incredible.
Three beauty products I can’t live without… RAAIE Tranquillity Water Activating Mist, Eyeko Rock Out & Lash Out Mascara (been using it for over 10 years, after seeing it in an old Alexa Chung video) and ILIA Balmy Tint in the shade Lady.
