Yulan Creative

Yulan Creative We are an award-winning consultancy helping fashion and lifestyle brands become successful sustainainabe businesses.

Book a free 15-minute call https://calendly.com/joanne-yulan-jong Yulan Creative helps ambitious owner led fashion businesses become credible, visible and grow. We have successfully provided creative direction, design, resources, and strategy to clients ranging from International luxury Italian brands such as Giorgio Armani and Missoni to British heritage brands such as Daks Simpson; from large r

etailers to pure Ecommerce brands. It was during twelve years of working with global fashion icons such as Armani in Milan that founder Joanne Yulan Jong realised the secret of big successful fashion brands. The key is to ensure that your personal brand and brand culture coexist through the power of distinctive products.
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"This alignment principle is the backbone of our work with clients and it’s proved a great success." - Joanne Yulan Jong

Ask one of our recent clients, a UK-based e-commerce fashion brand that quadrupled their turnover in less than three years. While their competitors struggled, we worked hard to help the business understand their brand and match their vision with exceptional product. They went on to be recognised as a Sunday Times Fast Track privately owned businesses last year, but their robust balance sheet in a tough economic climate is reward enough.

COLOUR, CONFIDENCE AND DRESSING THE QUEENStewart Parvin, Queen Elizabeth II’s couturier, is an institution with a reputa...
10/04/2026

COLOUR, CONFIDENCE AND DRESSING THE QUEEN
Stewart Parvin, Queen Elizabeth II’s couturier, is an institution with a reputation beyond London. Stewart instinctively understands women’s bodies and flatters them with remarkable sensitivity.
Read my new blog celebrating my very talented friend, his incredible journey of dressing the Queen, and the launch of the new exhibition Queen Elizabeth II - Her Life in Style. The exhibition, which opened at Buckingham Palace until 18th Oct 2026, marks the centenary of Queen Elizabeth II’s birth.
I’m delighted to share a little about how his incredible career unfolded.
“It wasn’t just about making her look beautiful; it was about making her feel confident and comfortable. The Queen would smile as she tried a new design, giving small hints here or there. Over time, these fittings became cherished collaborations, a delicate dance of creativity, respect, and subtle reinvention.”

This spring, we are seeing the return of lace, crochet, jacquard, fine buttoning, embroidery, and other historically ins...
09/03/2026

This spring, we are seeing the return of lace, crochet, jacquard, fine buttoning, embroidery, and other historically inspired details across fashion. Brands focus on the handcrafted, beautifully detailed, purposeful, and proper. Meaning and heritage over showmanship. 
What’s triggered this?
Historian Agnes Arnold‑Forster, author of Nostalgia, describes it as “a complex and slippery emotion”, one that “reflects the anxieties of the age in which it appears”. In her work, she shows how nostalgia consistently emerges during moments of cultural unease, acting as a way to process dissatisfaction with the present while imagining a more reassuring future.
These ideas are at the core of the House of Colour SS26 Style Guide. The season feels as if we are rediscovering the joy of dressing up, blending sentimental touches with everyday practicality. 
The SS26 Style Guide highlights three themes that capture how fashion is reframing the past for the present. 
Romantic Fantasy focuses on softness and storytelling. Lace, draped silhouettes, heirloom‑style details and gentle metallic finishes create a mood that feels familiar without tipping into costume.
Textured Travels draws from boho and Western references. Fringing, suede, denim and artisan textures deliver a grounded, tactile feel that counters digital flatness.
Vintage Flashback looks to the 1980s. Strong shoulders, colour‑blocked combinations and cigarette pants offer structure and confidence without replicating the past too literally. 
Read more about the stories behind fashion and how House of Colour helps clients navigate trends and find their own individual style. Link in bio

This spring, we are seeing the return of lace, crochet, jacquard, fine buttoning, embroidery, and other historically ins...
08/03/2026

This spring, we are seeing the return of lace, crochet, jacquard, fine buttoning, embroidery, and other historically inspired details across fashion. Brands focus on the handcrafted, beautifully detailed, purposeful, and proper. Meaning and heritage over showmanship. 
What’s triggered this?
Historian Agnes Arnold‑Forster, author of Nostalgia, describes it as “a complex and slippery emotion”, one that “reflects the anxieties of the age in which it appears”. In her work, she shows how nostalgia consistently emerges during moments of cultural unease, acting as a way to process dissatisfaction with the present while imagining a more reassuring future.
These ideas are at the core of the House of Colour SS26 Style Guide. The season feels as if we are rediscovering the joy of dressing up, blending sentimental touches with everyday practicality. 
The SS26 Style Guide highlights three themes that capture how fashion is reframing the past for the present. 
Romantic Fantasy focuses on softness and storytelling. Lace, draped silhouettes, heirloom‑style details and gentle metallic finishes create a mood that feels familiar without tipping into costume.
Textured Travels draws from boho and Western references. Fringing, suede, denim and artisan textures deliver a grounded, tactile feel that counters digital flatness.
Vintage Flashback looks to the 1980s. Strong shoulders, colour‑blocked combinations and cigarette pants offer structure and confidence without replicating the past too literally. 
Read more about the stories behind fashion and how House of Colour helps clients navigate trends and find their own individual style. Link in bio.

Milan Men’s Fashion Week closed with Leo Dell’Orco’s debut for Giorgio Armani., presenting the final and most important ...
20/01/2026

Milan Men’s Fashion Week closed with Leo Dell’Orco’s debut for Giorgio Armani., presenting the final and most important show of Milano Uomo Moda ✨ It was a smooth transition yet deeply emotional being the first season since Mr A passed away last year. A moving moment for the industry as it steps into a new chapter, his presence truly missed 💔
The recent news of Valentino is another reminder that times are changing and an era is coming to an end.
Read my latest blog, a personal memories of what it was like to work with a true legend ✨and what a legacy he left behind.

Link in Bio

FashionLegends

Another iconic designer who will be deeply missed 💔I have wonderful memories of Piazza Mignanelli in Rome and the heyday...
20/01/2026

Another iconic designer who will be deeply missed 💔
I have wonderful memories of Piazza Mignanelli in Rome and the heyday of his couture shows on the Spanish Steps, when I was young and utterly entranced by his work, especially is very glamorous sketches. What incredible inspiration 🖤
My deepest condolences to the family and everyone at the Maison.

THE WEALTH SHIFT HAS US WONDERING, WHO WILL BE THE NEXT LUXURY CONSUMER? By 2035, we will have seen the most significant...
11/12/2025

THE WEALTH SHIFT HAS US WONDERING, WHO WILL BE THE NEXT LUXURY CONSUMER? 

By 2035, we will have seen the most significant wealth transfer in modern history take place. In the United States alone, an estimated $84 trillion will change hands, with similar shifts unfolding across Europe, Asia, and the Middle East. Wealth is moving. 

This puts brands and retailers in a peculiar position, because we don’t quite know who the next luxury consumer will be. If there will be anyone at all? 

This is what I discuss in my latest blog post, where I think about Gen-Z, wealth, and luxury brands, and how money movement impacts businesses in 2026 and beyond. 

Read the full blog post - link in bio.

What strategies do you think luxury brands will use to find a way to connect with the younger generations?

08/12/2025

Just visited the Gerhard Richter retrospective at the Fondation Louis Vuitton in Paris. A huge retrospective of works spanning decades some of which I had seen before. Others were totally new to me.

The exhibition brings together so many phases of his work photo based paintings blurred realities luminous abstractions glass pieces drawings and those incredible overpainted photographs. Walking through the rooms you feel how Richter keeps reinventing painting again and again while always moving his technique forward.

At 93 he has been called the greatest living painter. The sheer body of work and the scale of the pieces really earns him that title. He moves from precision to emotion from memory to pure colour. His ultra minimal colour palette works huge recreations of standard wall paint tones and the abstract panels of Perspex feel like a complete departure from his more sensitive paintings.

Inside the Fondation Louis Vuitton by Frank Gehry, the art and the architecture speak to each other. The space almost breathes around his work and makes the whole experience feel alive. The building is incredible. If you are in Paris soon this is truly a must see.

07/12/2025

Just got back from Paris. I visited the Fondation Louis Vuitton and it hit me again how brilliantly Frank Gehry transforms fluid drawings and bold sketches into balletic, gravity-defying architecture. ✨

From Paris to the Guggenheim Museum Bilbao in Bilbao and beyond — every time I’ve seen his work I’ve been awestruck. The way flowing lines, curves, glass and metal come together feels alive, modern, and a breathtaking feat of engineering.
I also visited the Los Angeles County Museum of Art (LACMA). Gehry didn’t design its permanent buildings but he did design exhibition spaces there and even a major retrospective of his work was shown — so seeing his influence there makes sense.

He wasn’t just an architect. He was a storyteller in metal and light, a dreamer who dared to defy conventional geometry and turned skylines into poetry.

Losing one of architecture’s greatest talents. 💔

🌟 THE SHIRT COMPANY, REBRANDEDWhen a brand reaches a crossroads, clarity becomes its most valuable asset.I recently had ...
26/11/2025

🌟 THE SHIRT COMPANY, REBRANDED
When a brand reaches a crossroads, clarity becomes its most valuable asset.

I recently had the pleasure of working with The Shirt Company, a London-based brand known for exquisitely crafted women’s shirting. Founded by Donna Middleton in 2010, the business has grown beautifully. But like many brands, it reached a moment where evolution was essential.

Donna was searching for structured guidance and a clear strategy to take her brand into its next chapter. That’s where our ALIGN process began.

Through a full ALIGN Diagnostic Report, open dialogue, creative immersion, and strategic questioning, we helped crystallise her thinking, benchmark the business, and uncover real opportunities for growth.

Here’s what she said:

“After the first day of collaborating with Yulan Creative, I instantly knew I was working with the best in the business. Within a few months, we saw immediate results in sales and business efficiency. Beware, Joanne is brutally honest. She’ll spot all ineffective areas of your business and speak directly before providing steadfast and exceptional solutions”

Following the strategy work, Donna asked us to help with a complete rebrand. Inspired by vintage couture houses and Parisian architecture, we aimed to capture the bold femininity at the heart of The Shirt Company. The result is an elegant new identity that signals confidence, craftsmanship and a renewed creative vision.

You can read the case study on the work we did with Donna and The Shirt Company through the link in bio.

And if your brand is entering a new phase and you’re unsure where to begin, I’d love to help you.

Why not book a free call?

✍️ HOW TO SOLVE THE COLOUR ISSUE When I worked with Clare Hornby at ME+EM, it was a catalogue and online brand with a ti...
11/09/2025

✍️ HOW TO SOLVE THE COLOUR ISSUE 

When I worked with Clare Hornby at ME+EM, it was a catalogue and online brand with a tiny retail presence. They had a dedicated and loyal group of customers who would make a considerable effort to visit the store and proudly wear their clothes. 

As I developed the brand’s design handwriting, we observed that every time we released a style in a bright colour, sales for that style would increase and sometimes sell out immediately online.

This signalled that customers had an appetite for it. 

Yet, the more the coloured styles sold, the more returns came with it. That bothered Clare intensely.

Through our work together, we developed an ethos: ‘How can we solve this better?’ That attitude has remained and is the core of its immense success.

So that is what we did with colour. We continued to ask this question until we found the disconnect: a discrepancy between the printed catalogue images, the online images, and what arrived with customers. The colours they loved the look of, when worn, didn’t flatter.

You can read more about how ME+EM navigated this issue, along with my thoughts on the challenges of colour for premium brands, in my recent article with House of Colour. 

Along with insights on House of Colours’ and ME+EM’s success, you’ll find why brands are playing it safe instead of using colour as a key part of their business strategy.

You can read the article through the link below. 


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