From Kinshasa to the Catwalk: Yolande Letshou’s Journey of Style, Substance and Purpose

Not all leaders wear suits or sit in boardrooms. Some lead through culture, creativity, and conviction.

Yolande Letshou is one of those people. A British-Congolese creative with roots in journalism, she has carved a purposeful path through fashion, storytelling, and advocacy. Her influence has reached global stages from London to New York, but her mission remains rooted in making space for others to be seen, heard, and celebrated.

Raised in an environment where artistic gifts were often seen as hobbies rather than viable careers, Yolande pursued journalism as a middle ground between creativity and academic respectability. But what began as a compromise evolved into a journey that merged media, fashion, and leadership in unexpected ways.

From her early days writing for publications like Fashion Capital and New African Woman, to becoming Fashion Director for Nolcha at just 24, Yolande has consistently challenged industry norms. Her career
spans creative production, consulting, mentoring, and event direction across multiple continents all while championing underrepresented voices.

In this exclusive interview, she reflects on the pivotal moments, challenges, and bold choices that shaped her path.

Interview with Yolande Letshou
Q: Where did your passion for journalism come from?
Yolande Letshou: I’ve always been creative, drawing, painting, but didn’t know it was a gift. I remember drawing houses in primary school while others struggled, and it hit me that maybe I had something. But growing up in an African household, creativity was just a hobby, not a career. When it came time to pick a course, I wasn’t allowed to do art. Journalism felt like a middle ground, creative and acceptable.

Q: After graduating, did you practise journalism?
Yolande Letshou: In my final year, I panicked because I hadn’t had any experience. I applied for internships, one was for a charity magazine. My first article was about people getting married in supermarkets! I loved the process. I also interned at The Voice. I juggled multiple internships while writing a 20,000-word dissertation. It was intense, but worth it.

Q: Is that what led to your freelance work? How did you get into fashion writing?
Yolande Letshou: Yes. I wanted to explore the media world. I applied for something else and nearly missed the interview due to traffic. I arrived 40 minutes late but went in anyway and got the job! That taught me to show up even when it’s not ideal. Later, I missed writing, so I pitched to Fashion Capital about my upcoming China trip, and they loved it.

Q: How did New African Woman happen?
Yolande Letshou: Someone recommended me. The editor wasn’t into fashion but said, “We can’t launch a women’s mag without it.” She asked me to cover London Fashion Week. I didn’t know who was important, so I
just spoke to everyone, and that worked.

Q: Would you say this is when you became a fashion entrepreneur?
Yolande Letshou: Definitely. I was freelancing, writing, creating, and understanding the business side of fashion. A fashion entrepreneur is someone who builds and grows a business in the industry, whether through design, consulting, or production. I’ve done all three, but now I focus more on consulting and strategy.

Q: Did you ever sew or design your clothes?
Yolande Letshou: Yes, I used to customise and make jewellery. But over time, I realised my strength was in strategy, helping others scale their brands and get into stores. I see the big picture.

Q: Were your entrepreneurial skills taught or natural?
Yolande Letshou: My mum shaped a lot of that. She had a fashion business in Congo and later became a stay-at-home mum. I recall visiting factories with her in China. She even bought a house in Congo
through her business. She’s a go-getter and taught me to figure things out.

Q: How did she respond when you launched your own business?
Yolande Letshou: At first, she wanted me in a secure job because she knew the struggle. But when she saw the growth and that I was employing people, she supported me fully.

Q: What role did John Lewis play in your career?
Yolande Letshou: It was foundational. I applied for their buying scheme even though I didn’t have a fashion degree. I wrote a letter and took a test. That role taught me how products make it into stores, how to assess
quality, pricing, and the retail process. I use that knowledge to help designers now.

Q: How were you discovered by Nolcha? What was it like becoming Fashion Director at 24?
Yolande Letshou: I met one of the founders during Fashion Week, not realising who she was. While on holiday in Greece, she emailed me to manage a show in London for 300 investment bankers. I’d never
done that before but I said yes. It was a success, and they made me Fashion Director. I was 24. It was surreal.

Q: What were the biggest challenges in that leadership role?
Yolande Letshou: Managing older professionals. People wondered, “Who is this girl?” But I worked hard. There’s a quote I love: “Hard work beats talent when talent doesn’t work hard.” I had to learn emotional
intelligence and business skills fast.

Q: How did that role shape your leadership style?
Yolande Letshou: It taught me not to take things personally and to communicate clearly. I aim to empower people, give positive reinforcement, and create healthy work environments. But I also had to learn that being kind doesn’t mean being weak.

Conclusion
Yolande Letshou’s journey is more than a fashion story; it’s a masterclass in resilience, reinvention, and leading with purpose. From newsroom beginnings to global fashion events, her work proves that creativity rooted in clarity and community can shape culture from behind the scenes.

We’d love to hear from you.
What part of Yolande Letshou’s story resonated with you most? Are you on your own creative or entrepreneurial journey? Send us your feedback, questions, or reflections at info@heartsonglive.co.uk

Let your voice be part of this conversation.