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Helena Bordon


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


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 men's and women’s collections, 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, Bordon briefly moved to London to undertake a course in business administration 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, offering style, travel and beauty tips and amassing a regular following from locals. In August 2013, Bordon unveiled her first creative collaboration for upmarket concept store LOOL with a limited-edition jewellery range, and in 2015 launched her own eyewear line By Helena Bordon.



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What is The BoF 500?

The people shaping the global fashion industry, curated by the editors of The Business of Fashion, based on nominations and on-the-ground intelligence from around the world.