Who we are

Hello My name is Jelena Hofmann. I was born in Belgrade / Serbia 1983, raised in Lagos Nigeria and now living with my husband and son in Munich. My other baby is Mykke Hofmann, born in 2017.

As my brand grew to become more sustainable on all ends a fantastic opportunity came across our way - I was able to buy and set up a production site back in my hometown Belgrade where we now approximately employ 40 women. They get paid fair wages which are over average in Serbia and the advantage for us is that we are able to control every step of production of the Mykke Hofmann pieces, beginning from the first sketch, ending with a finished piece. This is totally worth working for.

I want to empower women by giving them a great feeling that will support them in pursuing what they’ve set their minds to. That’s my goal and each piece of Mykke Hofmann is designed to make women feel special and invincible.

Hello My name is Jelena Hofmann. I was born in Belgrade / Serbia 1983, raised in Lagos Nigeria and now living with my husband and son in Munich. My other baby is Mykke Hofmann, born in 2017.

As my brand grew to become more sustainable on all ends a fantastic opportunity came across our way - I was able to buy and set up a production site back in my hometown Belgrade where we now approximately employ 40 women. They get paid fair wages which are over average in Serbia and the advantage for us is that we are able to control every step of production of the Mykke Hofmann pieces, beginning from the first sketch, ending with a finished piece. This is totally worth working for.

I want to empower women by giving them a great feeling that will support them in pursuing what they’ve set their minds to. That’s my goal and each piece of Mykke Hofmann is designed to make women feel special and invincible.



Why I am doing what I am doing

Fashion has always played a major role in my life. Ever since I was 8 or so, I knew I would be doing something „in Fashion“ my entire life. My mom was never happy with this, she would have liked me to take on an easier career. But she actually contributed very much to me ending up in doing what I do, because she’s always been a great source of inspiration and a role model. My mother grew up on a farm spending most of her time after school helping her parents on the crops. Her family was poor. But when it came to clothing, they would never compromise on quality, even if that meant spending a fortune on dressing. „We were not rich enough to buy cheap stuff“ she used to say.

As a child I watched my mom get ready for work in the morning and was so impressed by how carefully she treated her garments and how she got creative in tweaking and styling pieces in different ways. She used to say that an outfit can be like a tap on the shoulder by a good friend, telling you that you’re great. What I learned was that what you wear does not define who you are, but it can put you on a stage and give you that extra boost of confidence and energy.

Why I am doing what I am doing

Fashion has always played a major role in my life. Ever since I was 8 or so, I knew I would be doing something „in Fashion“ my entire life. My mom was never happy with this, she would have liked me to take on an easier career. But she actually contributed very much to me ending up in doing what I do, because she’s always been a great source of inspiration and a role model. My mother grew up on a farm spending most of her time after school helping her parents on the crops. Her family was poor. But when it came to clothing, they would never compromise on quality, even if that meant spending a fortune on dressing. „We were not rich enough to buy cheap stuff“ she used to say.

As a child I watched my mom get ready for work in the morning and was so impressed by how carefully she treated her garments and how she got creative in tweaking and styling pieces in different ways. She used to say that an outfit can be like a tap on the shoulder by a good friend, telling you that you’re great. What I learned was that what you wear does not define who you are, but it can put you on a stage and give you that extra boost of confidence and energy.

Our female collective

I consider my designs a collection of happiness pills, that will change the world for the better by empowering women. Always through the principles I learned from my mom - a simple core with sophisticated details. And: buy less, choose well.

So that’s my story, where I come from and why I do what I do. But I am only the lead singer of our band. I prefer to describe Mykke Hofmann as a female design collective because even though I am the head of this company, a huge part of our DNA and philosophy are formed by my core team of great girls. Meet them:

Our female collective

I consider my designs a collection of happiness pills, that will change the world for the better by empowering women. Always through the principles I learned from my mom - a simple core with sophisticated details. And: buy less, choose well.

So that’s my story, where I come from and why I do what I do. But I am only the lead singer of our band. I prefer to describe Mykke Hofmann as a female design collective because even though I am the head of this company, a huge part of our DNA and philosophy are formed by my core team of great girls. Meet them: