Brasil’s «it girl» Helena Bordon is now the face of Swiss made Jaeger-LeCouture watches, women’s collection.

FASHION&TRAVEL How did your partnership with Jaeger-Le- Coultre start? What is special about your collaboration?
HELENA BORDON I have known the brand for a long time. When I was studying in London, many of my friends were wearing a Reverso watch from Jaeger-LeCoultre and I remember being intrigued by its design and its swiveling case. Years later, I met the Jaeger-LeCoultre team in Brasil and came to the Boutique to learn more about the brand. I discovered a brand where art, craftsmanship and history merge to create such special watches and I feel very privileged to collaborate with such a unique brand.

F&T How would you describe the Jaeger-LeCoultre Women’s Collection?
HB What I love about Jaeger-LeCoultre watches is that they are very classic but also very playful. For example, the Reverso watch I am wearing is a truly iconic and timeless watch but you can change the color of your strap and it becomes a totally different look. Jaeger-LeCoultre has one watch for every type of woman. Yesterday I was wearing the stunning Reverso Cordon- net for a special event, but I wear my Reverso on my daily life.

F&T Tell us about your personal watch, the Reverso you wear? What do you like about it? Did you get it personalized?
HB I love my Reverso, it never leaves my wrist! I wear it every day and every night, and I feel very special when I wear it. I had my initials HB engraved by a Jaeger-LeCoultre engraver at the Manufacture, and it makes it so personal and so unique, especially after I discovered all the craftsmanship involved behind this art. Sometimes I even wear my Reverso with the HB showing instead of the dial, because I love it so much!

F&T What does time mean to you?
HB Time is everything for me, it’s my life! I have so little of it,  because I do so many different things during the day, that I am constantly checking my watch to see the time… and always hoping I can get more time!

F&T I know you have experience working with luxury brands. What is the difference between working with them and working with high-end watches like Jaeger-LeCoultre?
HB The craftsmanship behind each watch created by Jaeger- LeCoultre is what sets it apart and put it on a whole other level. Some watches have skeleton dials, which are so delicate, this is not watchmaking, it is art!

F&T What is the connection between high-end watches and fashion?
HB It complements each other. Every woman wants to have nice clothes and accessories, but when you wear a Jaeger-LeCoultre watch it gives you that final touch and style. I think more and more women in Brazil are starting to consider watches as an indispensable accessory, and a Jaeger-LeCoultre is a watch that it timeless and that can complements your style with so many colorful straps to choose from. You will wear it forever.

F&T How was Venice?
HB Venice was magical. I am so grateful to have been invited to the Mostra, and most importantly to have met such passionate people working for Jaeger-LeCoultre.

F&T What inspires you in fashion?
HB Everything is a source of inspiration: the people I met, my travels. But most importantly I love that in fashion you can have fun and experiment.

F&T How did your passion for fashion start?
HB It was in my DNA I think! My mom has been deeply involved with fashion since she was 18, so I grew up surrounded by it. And I inherited her passion for fashion. I tried initially to take a different path and actually started working in advertising and events, but my love for fashion was stronger!

F&T What is your beauty secret?
HB Sleeping and drinking a lot of water. Wherever I travel, I try to follow those 2 rules.

Screen Shot 2015-03-13 at 10.52.36

F&T Mixing of course, you have to make fashion personal and be yourself…
HB My mom always told me “less is more”: if you have an embroidered jacket or a strong print on top, you have to balance it with a more neutral bottom. Don’t over accessories either: if you wear a statement necklace, don’t wear other big jewelry pieces. And be yourself. Don’t follow fashion just because it is the latest trend. Know your body-type so you can find what you like more and what fits you best. Otherwise you can find uncomfortable because you don’t feel this is you.

F&T What is the item you absolutely cannot you live without?
HB My leather jacket. It is my key piece, and I use it very often: over a party dress, or with jeans if I travel.

F&T What do you think women should have in their wardrobe?
HB Amazing pair of jeans that fits you great, and one pair of black high heels. With this, you can go anywhere!

F&T Best advice you’ve ever been given on life?
HB Always be yourself, don’t try to be someone else. Be kind and respect everyone around you. And follow your dreams, but work hard to achieve them.

F&T Who do you admire, and why?
HB My mom. I have always seen her working and going after what she wanted, pursuing her dreams. She is my biggest source of inspiration and I admire her so much for her passion and her independence.

F&T What is the most important thing you have learned in your professional and personal life?
HB Follow your dreams and don’t pay attention to what people think. Not everyone is going to like you, and it’s OK.

F&T What’s the best thing being involved in fashion has allowed you to do?
HB I have been able to meet so many different people, and learn from them. Fashion is much more than clothes, it is creativity, it is a vision. To be able to go behind the scenes and see the creative process and all the little hands making it happen has been very inspiring.

F&T Describe a typical day?
HB I don’t have a typical day as I working on many different projects now (which is why I need my Reverso to keep track of time).

F&T How would you define your personality in three words?
HB I am very spontaneous and try to always be positive and have fun at what I am doing.

F&T If you weren’t in fashion, what would you be doing?
HB When I was a little girl, I wanted to be a vet and care for animals. So maybe if I hadn’t been involved with fashion early, I would have pursue this career.

Screen Shot 2015-03-13 at 10.56.19