YASMINE SIMA understands life in the FAST LANE – both literally and figuratively...

Born and raised in motor-loving Los Angeles before relocating to supercar-studded Dubai two years ago, the model and content creator now speaks to an audience of more than 300,000 on Instagram alone. For someone whose career thrives on staying ahead of the cultural curve, Dubai – first intended as a short visit – quickly became the city where her ambitions could shift effortlessly into high gear.

Scouted as a teenager after being discovered in a Texas mall by Ford Models at just 15 and signing at 19, Yasmine seems almost preordained for the spotlight. She describes her platform as an “amazing opportunity to keep expressing myself in different ways,” a sentiment that crystallised as her following grew through her early fashion diaries and behind-the-scenes glimpses of model life.

With that trust comes responsibility. Sima – whose evolving aesthetic has taken a “rockstar chic” direction at the moment – chooses collaborations with a discerning eye. “I’ve been very blessed to do some amazing global campaigns like Valentino and Dior, and to work on editorials that highlight the culture of this region,” she says.

What does she look for in a partnership? “The most important aspect for me is whether I can channel the character the brand represents.” Speaking from the driver’s seat of the JETOUR T1 on set, she continues, “With JETOUR, it aligned perfectly. It represents boldness, confidence – it’s sleek and cool. I really enjoyed channelling that energy.”

The JETOUR T1’s fashion-forward design clearly spoke to her sensibilities: rugged yet refined, with a silhouette that feels at home both in the desert and in the city. With six exterior colourways, three interior configurations, distinctive four-leaf-clover headlights and petal-style alloy wheels, the SUV offers plenty of space for personal expression – a feature not lost on a tastemaker who understands the power of aesthetics.

Yet Yasmine’s path has been anything but straightforward. Before embracing a full-time creative career, she briefly pursued a law degree, unsure of where her ambitions would land. It was a stay with her aunt in the UAE that secured her path. “I loved it,” she recalls. The city felt like the land of opportunities. Today, she counts working with designers she followed since childhood, travelling with brands, and attending shows in Paris and Milan among her pinch-me moments. Still, she remains candid about the pressures: “The hardest aspect? The constant need to create. Sometimes I do feel burnout.”

A California girl at heart, road trips remain part of her DNA. Her dream drive? “I love this question!” she beams. “I would go with my mum – one of the strongest women I know and my ultimate best friend – and my cat. Iceland would be ideal. And, maybe I’d take a JETOUR T1! I’d love to be make-up free, carry just the essentials, and enjoy the dramatic scenery.” With its 2.0L turbocharged engine and off-road prowess, the T1 feels tailor-made for Iceland’s black-sand beaches and waterfall-lined cliffs.

Its intelligent off-road system – with seven driving modes spanning Snow, Sand, Sport, Eco, Mud, Rock, and Highway – makes the SUV equally adaptable to the Middle East’s varied terrain. And for the quieter moments?

The cabin’s city-centric comfort design shines: a high-tech cockpit anchored by a 15.6-inch infotainment display with Apple AirPlay, 360-degree cameras, a wireless charging pad, and ventilated seats. “Anywhere with a great spa is a must for me,” she says of her UAE staycations. “My life is very busy, so in my downtime, I like to relax and do absolutely nothing.” With dual-layer soundproof glass and 79 sound-dampening materials, the T1 ensures her serenity begins long before she reaches the spa.

For fashion devotees, Yasmine shares another exclusive: a major silver-screen debut. “My most exciting moment this year will be appearing in The Devil Wears Prada 2 movie at the Dolce&Gabbana show!” she reveals. Clearly, she is not just in the zeitgeist – she is shaping it.

“Success, to me, means being at peace with yourself while having the freedom to be creative and continue learning with an open mind,” she reflects. And as she moves into her next chapter, it’s evident that Yasmine Sima’s drive – much like the JETOUR T1 she commands – has only shifted into a more powerful gear.