Meet Helena Bordon, Brazil’s ultimate it-girl

Helena has been a regular face at the Haute Couture Fall 2014 Paris Shows Front Row this week

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.

As the daughter of Donata Meirelles, Vogue brazil style director and 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.

Helena in Dior Pre-Fall 2014 while attending Dior Haute Couture Fall 2014 Fashion Show alongside Charlize Theron, Emma Watson and Jennifer Lawrence.