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Florence, 1985 · Reborn
Baba
Yaga
A brand born from friendship, legacy, and the belief that clothing should carry something real. This is our story.
85
Baba Yaga ✦
Florence Heritage ✦
Effortless Femininity ✦
Japanese Aesthetics ✦
Ready to Wear ✦
Les Halles Legacy ✦
Baba Yaga ✦
Florence Heritage ✦
Effortless Femininity ✦
Japanese Aesthetics ✦
Ready to Wear ✦
Les Halles Legacy ✦
The Beginning
It all started
with a friendship.
Ana and I (Derya) have known each other since we were children. We went to the same school from first grade all the way through high school. Even back then, style was our way of expressing ourselves. We would call each other before school and plan our outfits so we could dress the same, turning every day into a small creative ritual.
Where it began
Years later, Ana told me she wanted to give up her clothing brand. She didn't have the time anymore. Her life was moving in a different direction. For me, that wasn't an option. I told her we couldn't just let it go, and that we could continue it together. So my boyfriend and I got involved, and we decided to carry the story forward.
Florence, Italy
"I told her we couldn't just let it go. We could continue it together."
Derya, Co-Founder
For me, everything was new. Tailoring and everything that comes with it were things I was just beginning to discover. I only knew the basics, and at first, it all felt overwhelming. There were moments when I wanted to give up. But my boyfriend was the one who kept supporting me and pushing me forward, reminding me that we would make it.
The Les
Halles
Archive
Someone who worked in fashion in the 1980s and was featured in magazines like Vogue. He opened his archive to us: sketches, ideas, photographs, and stories from another era. That was the moment everything started to take shape.
The Legacy
His father's brand.
His uncle's brand.
Our brand.
His father had a brand called Les Halles, developed in Florence, the city he comes from, while his uncle had his own brand, Baba Yaba. Les Halles was inspired by the famous market halls in Paris: a historic place full of life, where commerce, energy, and raw aesthetics once came together.
150+Models Launched
1985Les Halles Founded
His store was just as special: at its center stood a black tiled fountain that drew everyone's attention. Something truly unique at the time. Over the years, he contributed to launching more than 150 models, many of whom later went on to have successful careers in the modeling industry.
The Name · The Myth · The Brand
"Neither entirely good, nor entirely evil. Powerful, independent, and impossible to ignore."
01
The Myth
In Slavic mythology, Baba Yaga is a mysterious and contradictory figure — neither entirely good nor entirely evil. She is powerful, independent, sometimes feared, but always respected. She exists outside of rules and follows her own path.
02
The Confidence
Along the way, I started to gain confidence not only in myself, but in the direction of this brand. The style we are building is inspired by Japanese aesthetics: simple, balanced, and focused on detail and feeling.
03
The Name
The name Baba Yaga came naturally from this creative legacy — inspired by the world they had built and the idea of a name with presence. Something that stays with you. That is exactly what we wanted the brand to express.