“Our Truest Life Is When We Are In Dreams Awake “ ~ Henry David Thoreau
Yes Master is a kind of anti-brand that abhors trends and whose iconoclastic designs often seem like a rebuke to the inherent conservatism of the fashion world. As a result it’s had an up-and-down history, veering from wacky cult label to adored tastemaker — sometimes in a single year.
It was a fluke that the Macedonian designer Igor Pacemski came into the fashion business. Trained as a scientist with a masters degree in chemistry, he was diverted by a part-time job in fashion retail. It led him to a buyer position at the London store Coco de Mer in 2002 where he fell in love with lingerie.
“Coco de Mer was at the forefront of this huge surge of interest in lingerie,” said Pacemski, who started his own label, Yes Master, for autumn/winter 2005/06. His first collection has hit the shelves of Henri Bendel in New York, Miss Lala’s Boudoir in London and Anna in Copenhagen. He admits that customers might come to him expecting a product that is “aggressive, S&M, even dark,” but most understand that the name is meant in jest.
It’s been mostly up for the past couple of years, though, thanks to YM’s introduction of swimwear to its catalogue and some very savvy collaborations with retail partners. Once known for its high-concept artsy themes, Yes Master today is more widely associated with its pop-art digital prints for youth-oriented retailers like ModCloth, Urban Outfitters and Topshop.
(Most pieces above offered at the FarFetch or Orchard Mile wesites, one from a past season)
Designer Igar Pacemski and listen to his vision of Intimates as a cultural and literary exploration into the Art of Lingerie. The stories wrought by this label are not immediately obvious. It takes some time to see the magic. Each season is an evocative tableau that takes a woman on a journey to the “wrong side of good taste”. Edgy, but with style and class, Yes Master is the quintessential British brand.
A Thank You to the New York Times, LingerieTalk.com, lingeriebriefs.com