NEW @LaurenatHollandStreet on Substack.
The Soft Power of Ritual and Style
Diary Entry: A Kindred Connection
Lately, I’ve been thinking a lot about why I do what I do. Starting this Substack has opened up a space for me to reflect—not just on the mechanics of building a creative business, but on the deeper purpose behind it. At Holland Street, design has always been emotional. It’s never just been about making clothes. It’s about creating something that comforts, empowers, and reconnects us to ourselves.
So when I discovered Vyrao, it felt like a moment of recognition. A kindred spirit. Their philosophy—rooted in emotional wellbeing and sensory experience—mirrors everything I’ve tried to build through textile design. It’s rare to come across a brand that speaks your language so fluently.
Vyrao, founded by Yasmin Sewell, creates fragrances that go beyond scent. They call them “neuroscents”—energetic tools for emotional health. I love that. Each one is crafted with intention, blending clean ingredients, crystals, and affirmations to evoke joy, clarity, and groundedness. Even the bottles hold Herkimer diamonds. Even the packaging whispers messages of soul care.
It made me realise: what Vyrao does with scent, we do with cloth. Jersey is our chosen medium—soft, cocooning, elegant. It speaks to the skin, to memory, to mood. Our garments are designed to engage all five senses. They’re tactile, personal, emotionally resonant. They’re not just worn—they’re felt.
We both reject superficial luxury. We choose care, attention, and human-centred design. Vyrao uses crystals and affirmations; we explore rituals, relaxation, and emotional grounding through clothing. It’s the same language, just spoken through different materials.
I keep imagining what it would feel like to pair a Vyrao scent with a Holland Street kaftan. Not just a look—but a ritual. A moment of self-connection. A way to feel held.
This is the kind of collaboration I dream about. Where design becomes a tool for healing, softness, and joy. Where fashion and fragrance meet in the middle of emotion.
Vyrao is stocked in Liberty, SpaceNK, and Selfridges. I’m hoping one day, our paths cross in more than just spirit.