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Yasmine McDougall Sterea

Yasmine McDougall Sterea (born July 16, 1986) is an entrepreneur, speaker, writer and educator who advocates for the freedom of girls and women. She is the founder and CEO of Free Free which aims to support women and girls to free themselves from abuse and achieve their financial, physical, and emotional freedom. McDougall Sterea was an editor at Vogue for 11 years working with Rihanna and Kim Kardashian and collaborating with brands such as Gucci, United Airlines, and Pepsico. She completed a graduate program in Social Justice at Harvard and has been awarded Woman of the Year by Glamour and Entrepreneur to Follow by Forbes for the social impact of Free Free.

Early life and Education

McDougall Sterea was born in Rio de Janeiro, Brazil. She is a descendent from a family of refugees and Holocaust survivors from Romania from her paternal side and English and Scottish from her maternal side.

McDougall Sterea attended high school at the American School of Rio de Janeiro and graduated as a professional Ballerina in 2005 at Dalal Achcar. She attended Law school at PUC-Rio between 2005-2008. She also attended Istituto Marangoni in London where she received a Masters in Design (2009). Between 2020-2022, McDougall Sterea completed a Graduate certificate program at Harvard in Social Justice.

Career

McDougall Sterea started her career by studying and working with law in Rio de Janeiro until her mother committed suicide and she decided to pursue her passion for the arts in honor of her mother. She moved to London to attend a Masters at Istituto Marangoni. During that time, McDougall Sterea collaborated with the shoe designer Charlotte Olympia and the magazines Wallpaper, Harper's Bazaar UK, Vogue UK and Vogue Brazil. At the age of 24 she became the youngest fashion editor of the magazine. During her 11 years at Vogue she worked with Rihanna, Kim Kardashian , Gisele Bündchen, and Naomi Campbell.

McDougall Sterea founded Free Free in 2018 as a global movement and organization that works to free girls and women from physical, emotional and financial abuse. Free Free has directly impacted over 16 thousand girls and women and indirectly impacted 30 million people through educational programs and awareness projects to support women’s emotional and financial freedom. After studying Jung, psicodrama, and neurolinguistics, McDougall Sterea created Free Free's proprietary methodology that uses fashion and art as cathartic tools to support girls and women to prevent abusive situations or to start over after experiencing trauma .  Free Free has collaborated with over 70 partners including the Department of Justice of Brazil and companies such as Google, Gucci, PepsiCo, Unilever, United Airlines, and artists such as Seu Jorge . In 2022, Free Free started its global expansion with projects in Portugal, Spain, and the UK. Free Free also launched an NFT project and a house in the Metaverse to empower women and girls around the world with its methodology.

McDougall Sterea created a Free Free publication named COLORIDO using art as a tool for change where women from different countries and professions write and express their views about the woman of the future. Artists, business women, politicians and activists such as Vivien Sassen, Sonia Guajarara, Tabata Amaral, and Melanie Bonajo have collaborated with the publication. McDougall Sterea's first book, Eu Decido Ser Eu (I Decide To Be Myself) was published in portuguese in 2020. She also has a column in the award winning business publication, EXAME and writes for Vogue .

McDougall Sterea is the gender equality consultant at Pepsico and Vivara where she trains and does lectures to thousands of employees. She has spoken at the Brazilian Congress, presented her work at Harvard, done workshops for Domestic Violence victims and femicide survivors around the world. In 2020 she won the Woman of the Year award by Glamour and in 2021 McDougall Sterea was named one of the entrepreneurs to follow by FORBES .