WE BELIEVE IN THE POWER OF BEING SUBTLY STRIKING.

More precisely, we believe in the subtly striking power of femininity. 
We embrace natural, flowing materials, an alluringly feminine style, intricate details and women with attitude.
We believe in the magic that happens when a woman wears clothes that put her on a stage, without making her feel dressed up.
We believe that intellect, strength and independence do not interfere with the soft, beautiful and sensitive side of women.
In fact, the combination of those two poles is meant to rule the world.

The commitment to female strength and beauty is something we seek to establish in every facet of our brand. It is why we got into the world of fashion in the first place – and it’s what has kept us passionate ever since.

THIS IS HOW WE DO IT.

holyGhost stands for the combination of contrasting elements: timelessness with current trends, clean silhouettes with flowing materials, feminine elements with oversize styles.
We implement a slow fashion approach with designs and products that are fully followed up internally and support European craftsmanship. We maintain long-lasting relationships with our trusted suppliers, constantly review our resource consumption balance and work on delivery solutions that will minimize waste.
Also, we opened our own production site in Serbia in 2017, creating new job opportunities and fair working conditions for women in our home country.

holyGhost d.o.o. Umcari/Serbia:

MEET OUR SQUAD. OUR CORE TEAM IN THE MUNICH ATELIER:

THE STORY BEHIND.

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.“