We’re excited to introduce you to the always interesting and insightful Jaylee Rosand. We hope you’ll enjoy our conversation with Jaylee below.
Jaylee, so great to have you with us and we want to jump right into a really important question. In recent years, it’s become so clear that we’re living through a time where so many folks are lacking self-confidence and self-esteem. So, we’d love to hear about your journey and how you developed your self-confidence and self-esteem.
So much of my confidence comes from designing my own clothing and being an active participant in how I present myself to the world. There’s something incredibly empowering about envisioning exactly what I want to wear and then bringing that vision to life. For me, sewing is like having a superpower. It’s not just a skill; it’s a way of expressing who I am in the most authentic way possible. When I wear something I’ve created, something that’s truly made for me and fits perfectly, I feel unstoppable.
Growing up, I always felt a little awkward about how I looked. I never quite felt like I fit into the clothes or the expectations of others. That’s where designing my own clothing changed everything for me. I started sewing my own clothes in high school, and it was like a light switched on. Suddenly, I became completely in control of how I looked, and I was creating this art that other people could see me in. And through that process, I began to see myself differently. I really stopped worrying about what other people thought and started focusing on what I wanted for myself. Clothing became my way of reclaiming my confidence and owning my identity. It’s not just about fashion—it’s about freedom to exist as you are.
Thanks, so before we move on maybe you can share a bit more about yourself?
My name is Jaylee Rosand (also known as Jay Soo Lee), and I’m currently a junior at the University of Minnesota, studying Product Design and Fashion Studies. While my academic work keeps me busy, I am also very passionate about garment design, which I pour my heart into during my free time. I love bringing my creations to life through photoshoots, exhibitions, and fashion shows. In 2023, I launched my label, Juli et Lee, as a creative outlet to express the design language I’ve been developing over the years. It’s less of a traditional brand and more of a personal exploration of my aesthetic and vision within apparel design. My first public event under that name was at Fashion Week Minnesota in Spring 2023. It was my very first showcase, and the positive feedback I received was incredibly encouraging—it felt like a validation of all the hard work and passion I’ve poured into my craft since I was a child.
My design philosophy revolves around blending historical fashion with contemporary styles, often drawing inspiration from Korean fashion and my heritage. I’ve been sewing and designing my clothing for years, and over time, I’ve developed what I like to think of as a signature style—one that’s deeply personal and reflective of my journey and personality. That’s what Juli et Lee represents to me: a fusion of tradition and modernity, infused with my unique perspective.
Recently, I had the honor of collaborating with a team of AAPI creatives on a project called The Serpent’s Charm in Saint Paul, Minnesota. It was both a Lunar New Year fashion show and a gallery exhibition. For it, I designed five ensembles inspired by the Joseon dynasty, women’s crafts, and traditional Korean hanbok styles, and titled my collection The Great Joseon Revival. This project was particularly meaningful to me because it allowed me to connect with my heritage while pushing the boundaries of my design work. It was a reminder of why I love what I do—creating garments that tell stories, honor history, and celebrate identity.
Looking ahead, I’m excited to continue exploring new ways to explore my identity through clothing design and to share more of my work with the world. Juli et Lee is just getting started, and I can’t wait to see where this journey takes me next.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
Allowing Yourself Breaks: As a creative person and future professional designer, there’s often this unspoken expectation that we should always be in the mindset to create, constantly inspired, and endlessly productive. But I’ve learned that this pressure can lead to burnout, which is why I’ve made it a priority to give myself permission to step back and recharge. For me, that means allowing myself to be bored now and then—to take a break from my main creative pursuits and explore other interests.
When I feel overwhelmed, I turn to side projects that are more mindless and meditative, like knitting scarves or tackling home improvement projects. These activities give my brain a chance to rest while still engaging my creativity in a low-pressure way. I think it’s important for everyone to find their version of this—something that lets them reset without feeling guilty about stepping away from their primary work.
Do It Well:
One of the guiding principles I live by is this: if you’re going to do something, learn to do it well. In my design career, this has meant diving deep into the technical aspects of garment construction. I spend a lot of time thinking about how the interior of a garment impacts its exterior appearance, and how different construction techniques can elevate the final product. It’s not just about the big-picture design; it’s about the details that make a piece exceptional. I’ve found that not cutting corners—whether it’s in sewing a perfect seam or finishing a hem—has been crucial to honing my skills and building a strong foundation of knowledge as a designer. I believe this mindset can apply to anyone’s passion or craft. When you go all in, it always pays off in the end.
Desire to learn more:
When it comes to technical knowledge and hard skills, I’m always in pursuit of growth. I believe there’s always room to improve, and I enjoy finding new ways to advance. Whether it’s diving into design books in my free time, experimenting with new techniques, or getting inspired from others, I’m constantly seeking out opportunities to expand my understanding. For me, staying curious and humble is very important. It’s really about recognizing that no matter how much you know, there’s always more to learn. This mindset not only keeps me motivated but also pushes me to refine my skills and approach everything with a sense of purpose and passion.
Okay, so before we go we always love to ask if you are looking for folks to partner or collaborate with?
Yes, I am! I am always looking to expand my network of creatives that I work with. I would love some additional experiences working with up-and-coming/established photographers, producers, models, other designers, and hair/makeup artists! Please feel free to reach out to me via my Instagrams: Jay_Soo_Lee (personal) & Juli_et_Lee (brand), or we can connect via email at Jaysoolee13@gmail.com.
Contact Info:
- Website: juli-et-lee.odoo.com
- Instagram: Juli_et_Lee
Image Credits
Personal Photo: Vivian Tran Instagram: @vivthecreative Show Images: Yeng Moua Photography Instagram: @yeng.moua
