Florencia Torrente closes Helicia after 13 years

Florencia Torrente, daughter of actress Araceli González, announced the closure of Helicia, her vegan accessories and clothing brand, after 13 years. The news was shared in a joint Instagram video with co-founder Agustina Bruzon, who described it as a "cierre de ciclo" (closing of a cycle) Source: Clarin, Infobae.

The announcement

In the emotional video, Torrente said: "Después de 13 años, de muchos años compartidos y en más de 30 años de amistad, Helicia tiene que decir adiós" Source: Clarin. Bruzon added that it is "difícil y es bastante triste, pero también es importante y es para algo mejor" Source: Infobae. The reasons for the closure were not detailed, though Torrente mentioned a "cierre de ciclo" and shared cryptic Instagram stories about transformation Source: Infobae.

Brand history

Founded in 2013, Helicia started as a line of urban bags made with animal-free materials, later expanding into clothing. It had a physical store in Palermo before moving online, and adapted during the pandemic with comfortable garments and reusable masks Source: Infobae.

Reactions and next steps

Araceli González commented on the post, praising her daughter and Bruzon: "Pelearon con tanta pasión y compromiso por su marca... no toda falla es de uno. Los escenarios son voraces y la competencia es tirana" Source: Clarin. Before the final closure, Helicia's online store will offer discounts on all products, giving customers a last chance to purchase items Source: Clarin, Infobae.