Here at Yelena Designs, we help lingerie and swimwear founders create thoughtful collections that women actually want to buy. We help you go from idea to launch, designing, developing and refining well fitting collections that are ready to sell to your customers.
Most designers only focus on trends and fashion illustrations, but here we focus on bringing thoughtful collections to life so that your brand lasts the test of time and is actually what women want to buy.
Our three thoughtful areas –
- Building a distinctive brand beyond trends
- Leading with your dream customer
- Creating the perfect fit
When you lead your collection with these 3 things, you get designs that are wanted by your dream customer, 5* reviews with minimal returns and have repeat customers buying from you year after year.
My thoughtful process has been thoughtfully shaped (see what I did there!) through years of working with start-up and established brands, and my experience within my own business. I’ve taken what has genuinely worked and I’m passing that on to you, so you can create the brand of your dreams that actually thrives!
If you want quick tech packs, fast fashion or rushing to launch without the foundations, then you won’t find that here.
I collaborate with founders, working closely alongside you to bring your idea to life, using my thoughtful process to ensure success for launch but also for the future too!
Hi, I’m Yelena — Designer, Developer & Lingerie Brand Consultant
I’ve been working in lingerie and swimwear product development for over 13 years now, and I’ve helped bring hundreds of designs to life; from period pants to maternity bras, soft bras for small busts to wire-free support for fuller sizes.
It all started with a handmade lingerie brand I launched while studying Contour Fashion at university (and yes, I was making everything myself on a domestic sewing machine). After graduating, I joined a luxury lingerie brand in London and got thrown into the deep end — sketching, sourcing, fitting, grading, packing orders, doing the post office runs… all of it. It taught me how a collection really comes together.
When I became unwell a few years later, I had to step back from the fast pace of the fashion world. But I didn’t stop designing. I started Sew Projects, my lingerie sewing brand where I create comfy and innovative patterns, like the Moontide period pants and a wire-free soft bra for a wide range of bust sizes. I also teach others how to sew, design, and understand fit through online courses and kits.
These days, I focus working directly with brands, helping founders and designers bring their vision to life with expert guidance, clear strategy, and technical know-how. Whether you’re just getting started or scaling up your product range, I’m here to help you make it real — and make it work.
These days, I work with lingerie and swimwear brands at all stages – from the first spark of an idea to ready-for-production collections. I help them make smart design decisions, create technical packs, refine their fit, and build products that feel good, function well, and actually sell.
A bit about me (outside the studio)
I’ve lived on a narrowboat since my university days. It’s peaceful, a bit unconventional, and totally suits how I like to do life — creatively and with intention. It’s a peaceful, creative space that keeps me connected to nature and reminds me that there’s always more than one way to do things — in life and in lingerie. I’m also passionate about holistic health and menstrual cycle awareness, both of which played a huge role in helping me recover from chronic fatigue and burnout. If we ever chat about more than just bras and briefs, chances are I’ll sneak in something about herbs or cycle syncing.