THE SUBTLE POWER OF FEMININITY
This collection is designed to make women strong. The Munich fashion label Mykke Hofmann relies on the subtle power of femininity with flowing materials and clean silhouettes. With their own production facility in Serbia, the design duo supports local women workers and promotes craftsmanship where their own roots are.
The common history of Jelena Hofmann and Sedina Halilovic begins many years before Mykke Hofmann was founded. The two girls from Munich got to know each other at high school and soon realized that they had more in common than their roots in the Balkans: The love of fashion and the desire to express their own image of women, and their own personalities. Immediately after graduating from university, they founded the HolyGhost label in 2010.
Sedina Halilovic and Jelena Hofmann, the founders of Mykke Hofmann
The change of name to Mykke Hofmann in 2017 had various reasons. The most important: The founders wanted to reposition the brand image. "We have grown up, and the new name underlines this development".
The style of the label had developed over the years. The straight, clean look has become even sharper and more focused. Flowing fabrics such as silk or fine cotton, feminine X-silhouettes, and asymmetries are among the elements that customers will find in all the brand's collections - and in which they can feel both soft and feminine, but also independent. No contradiction for the label.
Fair wages and education for women
But not only the customer should feel strong, also the women who produce the clothes. "In fact, the subject of female supportiveness is very important to us. Almost only women work In our company, including the production department."
At Mykke Hofmann's own production facility is located in Serbia.
All raw materials and ingredients come from Italy, many of the fabrics are so-called "deadstock", leftover, and storage materials from overproduction. Mykke Hofmann's own production facility is located in Serbia. Employees, who carry out many of the production steps by hand, are paid a fair wage. For Jelena Hofmann and Sedina Halilovic, however, this is not enough in the long-term to support traditional crafts: "We will be partners in the textile university's dual education program. As part of this, we hire instructors to train students." Bravo: Female empowerment at it's best!
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