Helena Bordon helenabordon.com

Helena Bordon

Founder, helenabordon.com

The prolific style blogger spent a year in New York and interned at Valentino before returning to her native Brazil, where she commands a large fanbase

Brazil Models & Muses 2013 BoF 500 2013

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The prolific style blogger spent a year in New York and interned at Valentino before returning to her native Brazil, where she commands a large fanbase

Helena Bordon's live mosaic

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Biography

A popular Brazilian socialite and fashion blogger, Helena Bordon co-founded Brazilian high street fashion chain 284 alongside childhood friends Bernardino, Luciana and Marcela Tranchesi. Styling a hip, urban aesthetic, 284 was created to cater to Brazil’s burgeoning young fashion conscious market, offering a range of both men and women’s collections along with accessories and footwear.

Modelled on fast-fashion retailers, the chain updates its product offerings every fifteen days with Bordon actively involved in overseeing the creative identity and style direction of the collections, ensuring up-to-date global trends are reflected in the brands designs. Since its launch in 2008, 284 has opened 7 stand-alone stores and hosts concessions in over 22 multi-brand locations. The brand has also entered into creative collaborations with high profile figures such as Naomi Campbell, who styled a Black Panther range exclusively for the young label.

As the daughter of Donata Meirelles, former creative director of Brazilian high-fashion boutique Daslu – from which the 284 brand name is derived – Bordon spent her formative years learning essential buying tips and engaging closely with fashion teams and retailers. Prior to setting up 284, Helena briefly moved to London to undertake a course in business adminstration at the American Intercontinental University, subsequently moving to New York where she secured a position as an intern at Valentino.

An avid fashion follower Bordon regularly updates her own blog helenabordon.com offering style, travel and beauty tips, amassing a regular following from locals. In August 2013, Bordon unveiled her first creative collaboration for up-market concept store LOOL with a limited edition jewellery range.

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