Since August 2012, assistant graphic designer for Paul Smith shoes in London.
Gifted at drawing, Helena, born and raised in Gothenburg, suddenly decides she wants to study fashion at Istituto Marangoni in London. Here, in spite of a skin problem that requires frequent surgical treatments, thanks to valuable teachers and some amazing friends, she learns everything she needs to know to be a stylist: to research, to create collections, the story behind fashion and a bit about the marketing and business side of things. To gain some work experience during her studies, she gets an internship at Vivienne Westwood as a jewellery designer, a field into which she had already ventured in India and Paris before her training; and another internship with Erdem, working on women’s apparel.
Her Diploma from IM qualifies her in first place, and soon after she is hired by Paul Smith as an assistant graphic designer.
Her collection for her final year at IM, entitled Turbulence, was inspired by a plane crash in Antarctica, and is for sale on the site Muuse (www.muuse.com/ #! Collections/105-turbulence-by-helena-tellow). She is planning a prêt-à-porter collection for the same brand. In December 2012 Helena is selected among the six finalists of ELLE Sweden with H & M to design a dress.
Her aim is to design clothing with clean lines and innovative cuts. She focuses on the details to make each piece unique and feminine, leaving the wearer feeling great.