Helena Bordon, the Brazilian It-Girl, and street-style muse has fashion in her DNA. The socialite, style blogger, and businesswoman is the daughter of Donata Meirelles, the style director of Brazilian Vogue and former international director of Brazil’s most famous high-fashion heaven, São Paulo’s boutique Daslu.
It was at Daslu’s time that Helena Bordon, aged only 7 years old, would start going with her mother to fashion shows in Paris and Milan and meeting designers such as Valentino for whom, years later, she interned in New York after having studied Business Administration in London. Back in her hometown São Paulo, Helena Bordon, whose Instagram has 1m followers, opened in 2008 with her best friends Luciana and Marcella Tranchesi, the store 284, a hip fast-fashion label she’s the creative director, traveling the world and attending all fashion shows in search of inspiration.
284 has already 7 stores and concessions in several multi-brand shops. Following the steps of big labels such as Top Shop, H&M, and Zara, 284 has invited famous figures to collaborate with capsule collections; Naomi Campbell, for instance, styled the Black Panther collection.
Helena Bordon shares her great fashion style in her Instagram and blog posting selfies taken in the most wonderful places, her favorite hotels, restaurants, shops and dream vacation spots, always in chic - but very cool and stylish - outfits perfectly put together!
Being the clever it-girl she is, she also curates an E-shop in her blog, has her own line of sunglasses and designed a jewelry collection for Brazilian label LOOL, where you can find only the coolest jewels.
On top of all that, she wants to be an Ambassador for Brazilian young fashion designers such as Pedro Lourenço, this is why, she says, “every time I go to Paris Fashion Week I try to bring Brazilian designers with me, to introduce them to the world. I would love to be for Brazil what Miroslava Duma is for Russia.”