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Our design essence

At HELENA SAND we use bold expressions and a vibrant color scheme from Australia combined with smooth lines inspired by Scandinavian women. The result is a fun and unique fusion with innovative expressions and garments. Our design ideas usually start out with a place, an inspirational woman or an experience. It can be cool architecture from Melbourne, a vineyard or an inspiring muse. The result is usually a mix of Swedish simplicity and elegance with an Australian touch.

Find out more of how our design essence came to life below!

Our founder

Love for traveling, meting people and a passion for design and fashion sums up our founder Helena pretty well. Apart from traveling frequently, she has stayed for longer periods of time in many different countries. Having lived in Sydney for a year she was especially inspired by the Australian lifestyle. She also fell in love with the elements of Australia;  the red soil, aqua blue waters and green scenery of both tropical forests and vineyards. 

I just love the Australian way of living, especially the Australian attitude towards life. It's a less planned and more spontaneous lifestyle as well as a respectful attitude towards other people. And of course the nature is MAGIC, as well as the city vibes and cool architecture.

On another note the Swedish woman is undoubtedly the best inspiration to women around the world! We are brought up to be independent, rely on ourselves and we are genuine and trustworthy. I also love Swedish women’s sense of style and simplicity.

These two influences became what is not the backbone of the HELENA SAND design creation =>  a Scandinavian - Australian fusion!