We are thrilled to share a special feature from the latest issue of Prestige Magazine. Our CEO and Creative Director, Jelena Zoric, sat down to discuss the story behind “Lovely Apple,” her transition from the stage to fashion design, and her ambitious vision for the upcoming Basel Fashion Week.
INTERVIEW: JELENA ZORIC & PRESTIGE MAGAZINE
The name “Lovely Apple” immediately sparked my curiosity. How did this unique name come about?
Jelena Zoric: Expectations for a spectacular explanation are usually high, but the truth behind it is quite simple: The name comes from my beloved dog, who is named “Lovely Apple.” The symbol in my logo—Cupid’s arrow piercing an apple—also represents my cat, whom I named after the angel of love, “Amor.” It is a homage to my animal companions and the love they give me.
For many enthusiasts, fashion is more than just clothing; it is an expression of personality. What does fashion mean to you, and what do you want to convey with your designs?
For me, fashion is a creative playground where I can fully unfold my passion. It is my language to express ideas and feelings and to create a connection. Every design tells a story and reflects my inner world.
You are originally from Serbia. In your opinion, what are the biggest differences regarding fashion between Serbia and Switzerland?
That is a complex question. Every country has its own spectrum of styles and trends. In Serbia, there is a deeply rooted tradition, while Switzerland offers a mix of modern and classic styles. This diversity is what makes the fashion world so fascinating.
You have a successful career in dance and gastronomy behind you. How do your experiences in these areas influence your designs?
Although that was a while ago, I bring the energy of my stage experiences into my fashion shows. Anyone who dances learns to feel the music—this inspiration flows directly into my designs. After my dance career, I ran my star club “Obsession” in Basel for five years. These experiences are invaluable when it comes to organizing events like Basel Fashion Week.
What is your role in the Basel Fashion Week this time?
I am the Co-Founder and Brand Manager of Basel Fashion Week, and I will be co-organizing the entire event. Three years ago, I launched the Basel Fashion Night to create a platform for the fashion industry. After three successful events, we have now created the Basel Fashion Week together with Perfect Runway and Munich Fashion Week.
Why did you choose the Elisabethen Church as the venue for Basel Fashion Week? What atmosphere do you want to create?
The Elisabethen Church is one of the most beautiful locations in the heart of Basel and radiates a unique elegance. Additionally, the rental income goes to charitable causes, which is a crucial aspect for me.
Sustainability is important to you and Lovely Apple. What role does this topic play at Basel Fashion Week?
Sustainability is our top priority. We will feature various presentations, including designers who specialize in sustainable fashion. We want to create awareness for responsible practices.
Why is Basel the right place for a Fashion Week? Do you believe the city could develop into the new fashion capital of Switzerland?
Basel has enormous potential: a historic city with talented designers, a tri-border location, and a long tradition of major trade fairs. I want to highlight Basel and Switzerland on the global fashion map and place them alongside Paris, Milan, New York, and London.