The story of holyGhost is first of all the story of a long-lasting friendship between Sedina Halilovic and Jelena Hofmann – two women who met at high school in Germany and discovered they had more in common than their Balkan origins and their life embracing temper.
Despite being very contrasting personalities, they shared a unique way of perceiving the role of fashion in a woman’s everyday life: What a woman wears should underline her femininity and strength in a subtly striking way while making her feel at ease. It was out of this shared convicition that they decided to create their own label. Not wanting to wait a day to be their own boss, they started the label straight after university. In the very beginning the two young girls work out of Jelena’s Parents’ attic at night, a transitional atelier at weekends, while working in their day jobs. Formed by this adventure full of important experiences, the matured founders now take their young label to the professional level of an international fashion brand.
Today, Jelena and Sedina, modern mothers and self-made women, have grown through life’s challenges.
„When we started off we had that romantic idea of a designer brand and how we could express our personalities with what we do. We’ve matured and today we consider ourselves business women rather than artists. It’s not about your own vision solely, it’s a lot about putting your customer first“ Jelena explains. Sedina adds to this: „Nevertheless, we’ll never forget where we came from. And we’ll never abandon that dreamy, slightly naive girls in our minds. It’s what drives us… Never lose your inner kid.“