HolyGhost – The Designer Duo on the Berlin Fashion Week
HolyGhost – comfortable & timeless elegance, urban & individual styles, this is the fashion of the designer duo from Yugoslavia. The two designers Sedina Halilovic and Jelena Hofmann create fashion collections for the confident woman – feminine and yet strong. They work with relaxed fabrics like jersey, their collections are characterized by blouses, tops, dresses and jumpsuits. We spoke with Jelena about the work of the designer duo, their personal fashion must-haves and the Berlin Fashion Week.
HolyGhost – Mercedes-Benz Fashion Week Berlin AW16
The fashion label HolyGhost: “The name was there first”
FIV: HolyGhost is an interesting name for a fashion label. How did you come up with the name?
Jelena: It was pretty spontaneous. The name came up during a brainstorming session and just sounded good. The thing itself wasn’t even in planning yet. So the name was there first.
FIV: How did you meet and how did you come up with the idea to start a joint fashion label?
Jelena: Sedina and I met at high school in Munich. The idea of starting a fashion label came from self-interest – we thought something was missing on the market that women like us would like to wear.
FIV: Was that already a childhood dream – to become a designer? What path did you take into the fashion business?
Jelena: Absolutely not. I studied business administration and worked as a model, which is how I got into fashion. Sedina always had a passion for styling and fashion. After her studies at AMD it was clear that she wanted to go down this path. At that time, I had already been self-employed for eight years and couldn’t imagine working for someone else. The common denominator was fashion, and so we decided to go for it.
FIV: In contrast to the past – is it harder or easier nowadays to establish yourself as a designer? What are the obstacles?
Jelena: I think today it is relatively difficult due to market oversaturation – there’s just too much of everything. Additionally, everything is somehow “already there” – it’s therefore difficult to stand out. This usually happens through good storytelling, and that requires high marketing budgets.
FIV: What are your characteristics? Are your characters similar or are you mutual opposites that attract each other?
Jelena: We are both very emotional and sensitive. In addition, we have the same background – we both come from former Yugoslavia. We share a common sense of humor, common values and our language. Nevertheless, we are very different in certain characteristics. The combination is good.
FIV: What does a perfect day look like for you?
Jelena: Sleeping in, breakfast outdoors, enjoying the day – preferably by the sea.
FIV: What inspires you, both in everyday life and at work?
Jelena: Culture, travel, people.
HolyGhost: Courage for Femininity & Strength
FIV: How would you describe your fashion collections? What are the key elements?
Jelena: Casualness, wearability, combinability. We have a demanding everyday life, and fashion should support, not hinder. Therefore, the outfit should be quickly and uncomplicatedly put together. That’s why we love dresses and overalls – one piece & that’s it.
FIV: What do you want to convey with your fashion? Is there a message you want to send to the female world through your fashion?
Jelena: We want to give women the courage to be strong and yet feminine. Femininity does not mean sexiness or weakness – quite the opposite.
FIV: You are known for your overall / jumpsuit collections. Why exactly jumpsuits? What is special about them?
Jelena: As already mentioned – one piece is enough to be perfectly styled. That is very convenient.
FIV: Do you have some general tips on styling? Especially now that the temperatures outside are getting warmer again – what do you pay special attention to in a summer style?
Jelena: The summer style should be casual and uncomplicated. Lightweight clothing, easy cuts, lots of white or color. No dark colors.
FIV: Which fashion accessory upgrades every plain outfit?
Jelena: A hat.
FIV: Which beautiful experience from your career will you never forget?
Jelena: The moment after our first fashion show in Berlin. It was very emotional.
HolyGhost on the Fashion Week Berlin
FIV: You are attending the Fashion Week in July – what can we expect from your show?
Jelena: We will take you on a journey. Expect flowing fabrics, lots of volume, lots of white and accents in strong colors – plus golden embellishments and sun-kissed skin.
FIV: Do you have any more plans for the future? Is there still a dream you would like to fulfill?
Jelena: First of all, to establish HolyGhost as a brand and sell it internationally. Then move to the countryside and lead a quieter life.
FIV: Where can interested customers admire and buy your collections?
Jelena: On our homepage www.holyghost-fashion.com, all retailers who carry HolyGhost are listed.
FIV: Thank you very much for the nice interview!
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