Flor Torrente Announces Closure of Her Fashion Business After 13 Years

After 13 years in the fashion industry, Flor Torrente has announced the difficult decision to close her vegan clothing, handbag, and accessories brand, Helicia. Torrente, who co-founded the brand with her friend and business partner Agustina Bruzón, shared the news in an emotional Instagram video.

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Get Ready (prepare yourselves) to cry. This is not easy to tell you, but we want to tell you that after 13 years, of many years shared and 30 years of friendship, Helicia has to say goodbye.

In the video, Torrente expressed the sadness of the moment, stating, “This is not easy to tell you, but we want to tell you that after 13 years... Helicia has to say goodbye.” Bruzón echoed these sentiments, calling it the “closing of a cycle” but emphasizing the importance of the memories created together. She added, “It’s difficult and quite sad, but it’s also important and for something better. Whenever something closes, something better surely comes.”

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It’s difficult and quite sad, but it’s also important and for something better. Whenever something closes, something better surely comes.

The brand, founded 13 years ago, focused on 100% vegan products. Torrente and Bruzón thanked everyone who contributed to Helicia's growth, both in business and personal development. To celebrate the brand's journey, they offered discounts on their website, aiming for a celebratory closing rather than a somber one.

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We want to thank all the people who were part of it, all those who helped us not only in the growth of Helicia, but also in personal growth.

Following the announcement, messages of support poured in from celebrities like Benjamín Rojas, Paula Chaves, and Verónica Lozano. Torrente's mother, actress Araceli González, shared a particularly touching message, acknowledging the passion and commitment the two women invested in their brand. González lamented the challenges of the fashion industry, noting, “Not every failure is one's own. The scenarios are voracious and competition is tyrannical.”

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I love you so much! You fought with so much passion and commitment for your brand. Not every failure is one's own. The scenarios are voracious and competition is tyrannical. I consider that wonderful brands should be blessed and cared for with prosperous scenarios and a youth that bets everything to fight in the jungle without any safety net.