How Fashion Fuels Director Yasmin Suteja’s New Creative Vision
"Melbourne’s opened me up to the most incredible creatives."
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While she’s been a leader in Australia’s creative scene for over a decade, Yasmin Suteja is currently pivoting to a new era of her career.
In 2013, the photographer, director, and content creator founded Culture Machine, a creative services and talent agency that focused on collaboration. She worked on Culture Machine alongside the likes of Kath Ebbs, Mimi Elashiry and her brother, Kai Suteja, just as the content creation and influencer era was kicking off. In the years since, Yasmin has become one of Australia’s most in-demand creatives, partnering with global brands including adidas, JD Sports, THE ICONIC, Bumble, and many more.
Now, Yasmin wants to focus on directing the content she knows and loves as well as the challenging world of film and television. After moving from Sydney to Melbourne earlier this year, she’s been working with an independent production house to gain some more experience. Yasmin is also working on her debut documentary, Dying to Succeed, which won the 2023 Fresh Cuts initiative at the Australian International Documentary Conference.
We met up with Yasmin in her new home of Melbourne to learn what’s inspiring the creative in this new chapter.
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“Melbourne’s opened me up to the most incredible creatives,” Yasmin shares. “Everyone’s so excited to volunteer their time to what I’m trying to do. They really believe in me.”
As a director, fashion naturally weaves into the stories Yasmin is trying to tell.
“The medium of fashion means expression to me,” says Yasmin. “I think it’s the way that I kind of get to find my people in a lot of ways.”
Declan May – Galaxy Z Flip7 is featured
While Yasmin’s creative energy is often used to art direct other projects, how does personal style influence her expression?
“When it comes to my personal style, [I like] blending being comfortable but also having a statement piece where you feel fashionable and put together.”
“At the same time,” she says, “I need to be able to run around, be on set and do my job.”
Yasmin’s experience in shooting for a multitude of fashion clients means that often her creative inspiration connects back to that world. “Fashion comes into my work and craft because it’s predominantly what I shoot. My work is known for being tapped [into] fashion and [having] an appreciation for style.”
Declan May – Galaxy Z Flip7 is featured
When it comes to her new city, Yasmin credits Melbourne’s fashion scene as a big source of inspiration. While searching for more pieces for a photoshoot at the vintage store, Retro Star, Yasmin notes Melbourne’s love for unique (and often second-hand) pieces.
“Melbourne has inspired me a lot in terms of fashion and style,” says Yasmin.
“There’s a real appreciation for archive designer quality pieces — pieces that have lasted the test of time.”
As she enters a new era of her creative career, Yasmin also credits the rapid development in technology as something that excites her.
“I think [technology] is making way for the next generation.”
One tool that is helping Yasmin’s creativity is the Samsung Galaxy Z Flip7. Yasmin uses the phone to snap inspiration, navigate a new city, and log her favourite fashion stores. The phone is supercharged by Google Gemini*, making it even easier to discover, capture and share your style.
While it’s easy to stay in your lane and stick to what you know, Yasmin proves that the first decade is only just the beginning in a creative career. From moving cities to gaining television director credits and finding inspiration in fashion and collaboration, it seems Yasmin’s next chapter is going to be a good one.
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*Gemini is a trademark of Google LLC. Gemini Live feature requires internet connection and Google Account login. Available on select devices and select countries, languages, and to users 18+. Fees may apply to certain AI features at the end of 2025. Flex Mode supported at angles between 75°and 115°. Some apps may not be supported in Flex Mode. Fees may apply to certain AI features at the end of 2025. Results may vary depending on lighting conditions.
