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fe:male store is a Cool Colourful Raw Femininity Unisex Fashion & Accessories store with a touch of inspiration from Korean streetstyle. For people that likes it different and not afraid to stand out from the crowd.

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fe:male store blog is where you find the latest updates about fashion, new products and creativity and also the process of building a brand as an entrepreneur and what obstacles you can come across. Join our community!

Filtering by Tag: DESIGN GENIUS


Jasmine Furelid

And here we are again...Another year, flying by like crazy... Always makes me think, analyse over the year and feel I am very blessed to even be alive. But its also very scary, everything goes so quick and sometimes you forget what to prioritise. We are so up in our lifes and having our comfortable routines that you forget whats important...

One of the biggest things this year was probably me taking a risk quitting my day job and went for a Design Competition for a Reality TV Show filmed in The Philippines. This is one of my biggest "YOLO" moments ever! I'm the sensible organised one that never do crazy things like that. I loved the experience but not necessarily the TV bit of it. But hey I tried and it was a 2 1/2 weeks of joy and met some amazing people. But this made me realise that I need more of these moments, I basically shat my pants when I did this but I DID IT! Self growth is very important and not getting out of your comfort zone you will never grow as a individual. I struggled when I got back without a job and a double rent to pay but look at me, here I am with two part time jobs I like and doing my own creative things and still trying to push for better things. I am so grateful for what I have but also I am still struggling with certain things ( that have to be another post haha )

I want to thank all the people that has been a part of my year and my journey, even the people I did cut off for various reasons. I learnt from every situation and person for good or bad. But I wanna say big up to the people that made me smile and laugh in tuff situations. Without you I would never be able to get through anything, THANK YOU! You know who you are...

2014 we had a love & hate relationship and I now welcome 2015 in my life, bring it on!

Sooo a few things that happen this year:

  • I cut a fringe, very risky but I like it!
  • I was one of the contestants for FashionOne's Design Genius
  • Cut certain people off that showed no effort being in my life
  • Lost a very special friend, made me realise how small some things are
  • Tried to smile as much as possible
  • Released some new material
  • I'm now an auntie for another beautiful little girl
  • My Kimonos are now in process of being manufactured 
  • I redesigned this beautiful website for you guys
  • So much more probably did happen but this is how I sum it up...
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Jasmine Furelid


So after almost 3 years working for Carhartt WIP in Earlham Street, Covent Garden London UK I sadly had to leave these beautiful people behind. Im heading for another new adventure in my life so I decided that it was time. I manage to get into a competition. A reality show called Design Genius ( for a fashion channel called Fashion One. Is not every day these thing happens so I had to take the opportunity when I had it. It is a risk, but that is what life is all about right?! I'm remaining more positive then ever and cant wait for a new era in my life.

My time in Carhartt has been amazing. My crew has been there for me in any situation, good or bad. I've been crying, I've been laughing out loud, I've been working hard, I've been dancing, I've been a diva, I've been talking too much as always, I've also met interesting people but most of all I had the sickest time with my crew that also became my very good friends. I am so blessed and thankful to been able to meet so interesting, amazing, caring and lovely human beings. Thank you for putting up with me and my crazy self and thank you for sharing your thoughts that inspired me a lot. It has been a pleasure and I'm glad for you to be a part of my journey. For those who knows me knows I dont usually write a lot of things, for me is more visuals but this time I had to!

It is an end of an amazing era but also the beginning of another one... To be continued...

Peace, Love & Light

XX Jasmine XX

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Jasmine Furelid

Fashion One - Design Genius

I'm now happy to inform you that I am one of this season 6 designers in Fashion One's Design Genius Reality Show. This will be filmed in Cebu, Philippines in mid June and I cant wait! Im so blessed to be a part of this and it will be such an experience. I'm very nervous but also excited as hell!! Make you sure you check it out :)

Watch the last seasons trailer HERE!


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