The go-to destination for the Nineties It girls and models, Ghost was worn by the likes of supermodels Kate Moss, Naomi Campbell and Helena Christensen in its heyday.
Founded in 1984 by Tanya Sarne, the iconic label was known for its easy-to-wear slip dresses and feminine frocks for a good number years.
In fact, it became so popular that by 2004, it had 11 boutiques, eight perfumes and plans to branch out into swimwear and denim.
However, just two years later Sarne left the brand – a move that coincided with Ghost fading into the sartorial shadows for the next decade.
Fast forward to 2018 though, and the brand is back, better than ever. Under the guidance of creative director Sameera Azeem, Ghost has tapped into fashion’s love affair with all things Nineties to do what it does best – simple, fuss-free and feminine garb that women actually want to wear.
According to The Telegraph, sales on Ghost’s website alone were up 95 per cent in 2017 compared to 2014 and it has already gone from just one UK shop to four, as well as being stocked in 32 bridal shops across the country, and sold online at Harvey Nichols, Selfridges and John Lewis.
It seems that this time round, Ghost is getting it right. So, what’s changed?
Aside from a fresh creative at its helm, Ghost is also managing to reach out to an entire new demographic through the power of Instagram and its legion off good-looking influencers.
From Lucy Williams and Monikh Dale to Pandora Sykes and Alexa Chung, Ghost’s customer base reads like a who’s who of the fashion industry’s biggest names.
While its comeback summer collection was brimming with slinky bridal gowns, easy breezy dresses and blouses, we can expect to be transported back beyond the Nineties to the Seventies and Eighties, where the brand has sought inspiration to reinvent its signature cuts in a series of flame reds, deep blues and vibrant prints.
It’s not hard to see why Ghost is proving so popular second time round. As Azeem has said: “Simplicity is in the style, while the pattern does the talking.”