Helicia fashion brand announces permanent closure after 13 years

Flor Torrente and Agustina Bruzon have announced the definitive closure of Helicia, an Argentine clothing and accessory brand they co-founded in 2013. The brand was known for its focus on sustainable, vegan, and cruelty-free fashion, operating primarily through digital channels after previously maintaining a physical presence in Palermo.

The founders described the decision as a natural evolution and a closing of a professional cycle rather than a result of conflict. To mark the end of operations, the company is conducting a final inventory liquidation through its e-commerce platform.

Following the announcement, Torrente addressed social media criticism regarding her family background and perceived privilege. She defended the brand's history, emphasizing a culture of hard work and responding to comments that minimized the efforts required to sustain a business for 13 years.