holyGhost aims to create unconventional and contemporary – yet accessible – Ready-to-wear Fashion for the life-embracing modern day protagonists, embellished with a caleidoscope of relaxed elegance, alluringly feminine styles and subtly striking patterns. A grown up German brand designed by women for women.
The story of holyGhost is first of all the story of a long-lasting friendship between the founders Sedina Halilovic and Jelena Hofmann. Ever since their early high school years they have been sisters at heart, united by their Balkan origins and by their way of perceiving life. “We always knew we wanted to create something together, associate with the person you best know and trust in your life. This is what made the most sense to us” Jelena explains. It is this strong idea of being able to decide a 100% about your own acts, that leads the two young women to found the brand holyGhost in 2010. The label is founded straight after their studies. 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.
Jelena and Sedina, modern mothers and self-made women, have grown through life’s challenges. Being formed by good and bad times, the two came out stronger characters and designers in the process. Today, they run a modern company that counts a team of 9 female employees. As Sedina reveals: “holyGhost is for women who like to be noticed in a subtly striking way. The brand is synonymous with relaxed elegance and an alluringly feminine style. Everything we do, aims at highlighting the strong and self-confident side of a woman and her individual character.” Their signature looks manifest themselves through classic ease, flowing materials and refined details. Key products are accessible coats, dresses, overalls and blouses. In their designs, they like to play with contrasts: opposing masculine and feminine styles, shiny and matte materials, loose and tight garments, they create pieces that are both directional and wearable, being layered or worn as single items. Every holyGhost product is especially conceived to become a love-piece, adaptable throughout the day of the busy strong willed woman, never feeling underdressed, always being at ease.