During her archaeology studies at University of Philosophy in Belgrade in 1996 Jelena was involved in fashion and costume design. After numerous exhibitions of her hand painted textile products and many fashion shows represented on BFW in 1999 she started working for National Theater in Belgrade as costume designer where she had a chance to learn draping and pattern making.
In 2004 Jelena launched her label Morfium in Amsterdam, named after Morpheus – son of Greek God of dreams Hypnos expressing her surrealistic concept and myth-inspired project mixing ancient and archetypal with progressive design. Morfium represents a unique mixture of high fashion tailored based pieces with industrial techniques. Morfium creates and manufactures small series of art-designed, hand-crafted, cutting-edge fashion items with special focus on construction development and creation of details.