Helena’s resume reads like an afternoon spent lingerie shopping. She launched her intimates career in 2005 at Victoria’s Secret, where she was part of an innovation team that laid the foundation for contemporary athleisure. She then took on senior-level executive roles in merchandising and design at Calvin Klein, Under Armour, Uniqlo, Lululemon, and Carbon 38. 

Helena has been the visionary behind dozens of performance bra and underwear collections that remain global bestsellers to this day. Yet until the launch of MINDD, she was never able to get the perfect bra for her own 36DDD cup onto store shelves. 

Why? Put simply, major brands have not historically been interested in investing in the complex innovation required to master inclusive sizing in bra design. 

MINDD is the result of years of experience and thousands of conversations with customers coupled with Helena’s singular determination to create a collection of bras that a D+ woman could wear to feel comfortable and beautiful all day long. 

As founder and CEO at MINDD, Helena spends her days collaborating with the world’s top bra researchers (yes, that’s a thing!), talking to customers, leading her #breastobsessed team, and innovating in partnership with the finest intimates manufacturers. 

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• Brand development

• Naming

• Brand identity

• Concept development

• Brand implementation and management

• Typography

• Graphic design

• Trim design

• Creative direction

• Packaging design

• Art direction