Lovely Apple

Lovely Apple is a Swiss womenswear label. It was founded in 2018 by Jelena Zorić, who was born in Serbia and studied in Basel. Before founding the label she worked as a dance teacher and choreographer and, from 2012, ran the Basel venue Obsession Club; after it closed she turned to her passions of art and fashion. She names her surrealist painting as a key source of inspiration. The label works in themed collections, including the Zodiac Collection, Marrakesh Edition, Casino Royal, Garden of Eden and Art Meets Fashion.