Yaourou Konaté Lehrmann

Yaourou Konaté Lehrmann’s journey from aspiring nurse to renowned model and designer has been one of transformation and resilience. Growing up in France, Yaourou once envisioned a career in caregiving, working in retirement homes as a carer. However, her transition to the fashion industry was a dramatic shift—a complete “u-turn”—though her work still reflects her desire to uplift and inspire those around her. Her brand, Yaourou, named after her own unique first name meaning “spiritual healer,” captures this blend of compassion and creativity, grounding her in her Malian heritage even as she navigates the modern fashion world.

Growing up in a French-Malian household, Yaourou faced challenges with her identity, especially around her traditional name, which often drew teasing and mild bullying from classmates. Her father’s nickname for her, “YouYou,” became a beloved part of her identity. Now living in London, where people often struggle with her name, she has embraced “YouYou” as a fitting reflection of herself. However, she maintains boundaries, preferring to keep her name’s strength intact rather than accept misinterpretations.

Her brand, Yaourou, reflects her dedication to ethical and sustainable fashion. Divided into two segments—ready-to-wear and upcycled couture—it combines her creative vision with her commitment to sustainability. Her ready-to-wear line offers message-driven t-shirts, hoodies, and gilets that carry empowering statements, while her upcycled couture collection transforms deadstock and pre-existing clothing into one-of-a-kind garments. Each piece aims to speak to “beautiful souls inside and out,” focusing on personality over demographic, creating a unique and meaningful experience for the wearer.

For Yaourou, fashion is about more than aesthetics—it’s a form of self-expression and empowerment. Her journey has taught her to embrace change, and her brand embodies her values, celebrating individuality, resilience, and connection to one’s heritage. Through Yaourou, she invites others to share in this journey, transforming fashion into a medium for honoring identity, heritage, and personal growth.