Coffee Talk mit Irmas World

I am so happy that today I have the coffee talk with Jasmin, the founder of Irmas World https://www.irmasworld.com/ with you.

I came across Irmas World by chance and was immediately fascinated. I quickly realized that Irmas World is much more than a magazine. In addition to Irmas World the magazine, there is also Irmas World THE LABEL. Wonderful fashion and accessories handcrafted from natural materials in Europe.

I could write a whole novel about how great I find the clothes and accessories and Irma's world as a whole. I don't want to bore you, though, so we're going to start the interview right away.

Get your cup of coffee, tea or hot chocolate and let yourself be inspired by a power woman. Learn not only who is behind Irmas World and what Irmas World is, but also how everything came about.

DW: Dear Jasmin, thank you very much for taking the time to answer a few questions about Irma's world. Would you like to introduce yourself to the readers, especially those who have never heard of you?

Jasmin: With pleasure. My name is Jasmin Khezri, I'm a creative director, illustrator and journalist and I founded my digital magazine irmasworld.com in 2010 when digital magazines were still in their infancy.

Before that, I worked as an art director for Süddeutsche Zeitung Magazin, the award-winning magazine JETZT, Süddeutsche Zeitung and Marie Claire and did various developments for magazine launches. In 1999 I became creative director for the retail group Peek & Cloppenburg before I started my own magazine and focused on my illustration work, @irmaillustration, first for the Japanese market and later internationally.

DW: Wow, the answer to the first question alone impresses me personally, to be honest. It's unbelievable what you've already done. Very admirable.

Would you like to say a few words about Irma's world. For someone who has never heard of Irma's World. What is Irmas World, how did it come about?

Jasmin: At the time I started the digital magazine Irmasworld.com, I was working as a journalist and illustrator for various magazines. I had a 15-year contract with the magazine GLAMOR Germany, where I wrote several columns under the name IRMA on style, travel, fashion, food and life. During this time I had the opportunity to develop the illustrated character IRMA through my written columns and illustrations. IRMA became more and more lively in print and digital.

DW: When I found you by chance on Instagram, I immediately fell in love with all of your posts. I noticed that you started your own label. What made you decide to start your own label?

Jasmin: I've always been interested in developing images, and fashion photography is a great passion of mine. When I started studying communication design and fine arts at the Parsons School of Design, I initially wanted to major in fashion, but then decided differently because of my poor sewing skills and all the technology associated with fashion design. Nonetheless, I wrote, concentrated and kept illustrating fashion.

When the pandemic started in 2020, I had the time to focus on something new as travel was restricted and I wanted to add something to the digital world of IRMASWORL.com.

I always thought of a product line, and of course that was when fashion came to mind. I wanted to do something sustainable and handcrafted, so I started with one-offs and limited editions of blouses made from vintage fabrics and fabrics from last season, hand-painted baskets and artisan blouses that were similar to my illustration art, but also very comfortable and easy to use were wearing. Irmasworld The Label was born and now we are on our third collection, which we mainly sell online and through a few selected wholesalers.

DW: I love fashion, for me fashion is like art, it is a way of expressing myself. When I saw your label, I felt this energy of uniqueness and art very strongly. Would you like to tell a little more about the mission behind it?

Jasmin: The label has a lot to do with art and everything related to it, with structure and color.

DW: You have created so much in your life. Is there a certain routine that you follow every day that gives you energy and support, especially on busy days?

Jasmin: I have a very structured day, and even when I'm traveling, I always find a way to keep up with my daily routine. I wake up around 7.30 a.m. and start the day with a cold shower or sometimes with a winter swim in the Isar, which is near my house. Or I can go jogging in the park, do a quick yoga session, or swim in our local pool. I have the feeling that a sporty start to the day gets me going. Then I work until lunch, which is where I usually meet with my colleagues. I spend the afternoon in my studio or with appointments at PR agencies, press offices and, of course, recently with my manufactories and tailors who produce our fashion collection on site. Most of them are nearby and I always take my bike to go from one to the other, it gives me a break in between.

In the early evening I am back at my desk in the studio, answering e-mails and revising my to-do list for the day and the next.

I always cook dinner in the evening. It grounds me, and I love preparing food, chatting with my husband, and talking to my kids on the phone. The scent of finely chopped herbs, spices and vegetables makes me happy and is a perfect way to start the evening.

After dinner I'm usually back in my studio, illustrating commissioned work, sketching new pieces for the collection or looking for old fabrics, buttons and details that I want to include in the collection.

When I'm not home, I usually attend press events or hang out with friends for dinner, which I've recently been enjoying throwing at our home.

DW: Do you have any tips or advice for readers on how to follow your heart and dream and how to actually get started?

Jasmin: The most important thing is to get started and not think too much about the obstacles that might stand in your way or why something is not possible. Every day that you wait is a wasted day for the new company.

Of course, they have to do everything with passion so that it doesn't feel like work. Be curious, open-minded and keep your eyes wide open. Social contacts are helpful, but of course not always necessary, depending on what you want

You should see every negative experience as a learning process and always keep the original goal in mind

DW: Where can readers find you if they want to know more about Irmasworld and also where they can buy your label?

Jasmin: You can follow us on various IG channels