The fashion world today is an incredibly fluid and constantly changing system that promptly responds to the demands of society. One of the urgent ones is environmental friendliness and quality. The crisis caused by the coronavirus pandemic only reinforced this trend: customers stopped thinking about short-term fashion and began to prefer quality universal items which can serve more than one season. It's like in the well-known proverb: "I'm not so rich as to buy cheap clothes. People started buying fewer, less and better quality products. When buying a jacket or suit, most people are increasingly giving preference to things that fit easily into their basic wardrobe rather than conforming to momentary trends that will no longer be relevant tomorrow. In addition, realizing the negative effects of "fast" fashion on the environment, consumers are trying to focus on environmentally friendly materials. This forms a demand for the creation of fundamentally new fabrics that increase the life span of clothing and support the idea of smart consumption. Such materials were created by Elena Denisova, sustainable fashion designer and founder of the Helen Stracta project.

The graduate of the British Higher School of Design, with a light hand of famous fashion experts, received the status of "the fashion industry ambassador of the future," creating basic collections from technological, durable materials. This global idea is reflected in the name of her brand Helen Stracta: the designer's name is connected with the consonantal adaptation of the English word "structure" as an interlacing of two concepts: texture, structure, texture, and verb form to create and construct.

Texture and texture of the material come to the forefront in the collections of Elena Denisova, who introduces a new trend, a unique eco-textile trend. For example, clothes made of technologically perforated mesh retain their perfect look for many years, even after everyday washing, and are incredibly practical to wear. It does not require ironing, which at today's speed of life is not unimportant. One more exclusive fabric Elena Denisova works with is produced in Japan. It is an ornate weave of two threads, one of which is made completely of cotton and the second one - of washi paper. Despite its "paper origin," such fabric is incredibly durable and practical, though it requires delicate care. Also, japanese washi paper is famous for its antimicrobial properties, which gives the clothes made of this material an incredibly useful property - it absorbs the smell of sweat. The process of weaving yarns for this unusual fabric is quite a complicated technological process; the Japanese are very proud of their invention and carefully guard the recipe of their unique development. The new technological material has strong properties, which allows you to create products with a perfect fit; an innovative approach to dyeing changes the course of history and offers the market fabrics that do not shed and retain their colors after numerous washings.

With these ultramodern fabrics, textile designer Elena Denisova creates collections of classic strict shirts, sundresses, pantsuits, and skirts, offering her brand's clients a universal base for every day.

High-tech materials and unusual texture combinations make these clothes unique. Helen Stracta is rapidly growing in the international market, winning the hearts of the younger generation with its versatile silhouettes, durable and technologically advanced materials, and environmental friendliness. By providing the search for organic fabrics, and the process of recycling and reuse, Elena Denisova introduced to the fashion world a new trend - a unique eco-textile trend. Thanks to her deep knowledge of the subject and high level of professional development, the designer made a real fashion revolution, defining the vector of future fashion development.