Sustainable fashion designer Elena Denisova is the ambassador of the fashion trend for conscious consumption

Every year about 400 billion m2 of fabric is produced in the world, of which only 340 billion are in demand. The rest is thrown away or burnt. The same thing happens with clothing. Mass market manufacturers often use the cheapest materials for production in pursuing low-cost products. As a result - these clothes quickly lose their beautiful appearance: become covered in lint, and deteriorate after a few washings. And customers come to the store for new items. Few of them think about the fact that the decomposition process of one synthetic T-shirt takes about 40 years! Consciousness in purchasing and reasonably consuming clothing is becoming a pressing issue in today's society. Created by Elena Denisova - a sustainable fashion designer - the Helen Stracta brand provides the search for organic fabrics, recycling, and reuse processes. We tell you how a small brand can cause positive changes in people's daily lives and radically renew their buying behavior.

The target audience of Helen Stracta is successful, progressive women who do not chase "fast fashion" but do not forget about their own style. It is important for them how they look, but at the same time, they are not ready to spend too much time on it. The ideal solution is dresses, skirts, and suits of quiet neutral tones made of high-tech fabrics. Elena Denisova invents new textures that give the clothes an excellent fit, color, and wearability. For example, clothes made of perforated mesh do not require ironing and always keep their flawless appearance, which becomes the ideal solution for every day. Heavy-duty material of which jackets and skirts are made at Helen Stracta increases their service life several times - they keep their shape and flawless appearance for many years, even during everyday wear. People who buy these clothes support the idea of smart consumption by reducing the number of clothes thrown away due to the loss of their presentability.

Another innovative fabric, which Elena Denisova uses in her collections, was developed in Japan. It is a weave of two yarns - cotton and another made of washi paper. In addition to high strength, which is not typical for paper, this material has antimicrobial properties and is a real godsend for hypersensitive people under a lot of stress during business meetings or important events - it eliminates the smell of sweat.

Recycling of materials and fabrics is another important process that the founder of Helen Stracta Elena Denisova could not pass over. Using high-tech fabrics in her collections, she creates demand for recycled materials - polyurethane and polyamide. They have extra strong properties and are ideal for those parts exposed to mechanical impact more often than others - cuffs and collars.

Creating new various textures is a distinctive feature of Elena Denisova's collections, which makes them unique. For example, ornate patterns on the designer's top that resemble the root system of the desert are created with the help of three layers of fabric, special laser cutting, and embroidery machines. Such textured high-tech fabric turns any simple product - in a design. And laconic universal silhouettes allow such clothes to remain relevant for many years - an important bonus, providing the philosophy of a sustainable attitude to the environment.

The rapid development of the Helen Stracta brand on the international market constantly increasing army of its fans proves that Elena Denisova managed to make a real fashion revolution and set a direction for future fashion development, which will help to change the world around us for the better.