The Gyre design muse is progressive, assured in her beliefs and celebrates all facets of her body and mind – believing strongly in the notion that ‘perfection exists in the imperfections’. She values quality, timelessness and the understanding that less is often more.

 Gyre designs are intended to make women feel body proud, instilling within them a confidence that compels them to embrace their free-spirit and innate femininity, show up for their dreams, practice the art of living slowly and get back to nature as much as possible.


Elena is the Founder and Creative Director of Gyre, an Australian-based swimwear brand launched in 2020.

Fashion has long-been part of Elena’s DNA, and she spent formative years in her career working for Fashion TV in Moscow – overseeing special projects such as international Fashion Weeks, conducting interviews with notable designers and producing events and experiential partnerships. It was here that her appreciation for craftsmanship, luxury textiles and artisanal tailoring deepened, surrounded by innovative thinkers and pioneering makers.



Following a move to Sydney, NSW, Elena met her partner Pete and started a family of her own. She was conscious of her body changing after her pregnancies, and the clothes she once wore no longer fitting like they used to. It was difficult to source wearable, elevated essentials from retail stores so she decided to make her own – starting with dresses and coats, then moving into swimwear. Elena received interest in her designs from friends and family – women, like herself, that craved support and form-flattering silhouettes without needing to sacrifice aesthetics.


Boyed by this encouragement, she took steps towards translating her passion for swimwear and womenswear into a business, and at the start of 2020 made the sea-change to Perth, WA. Intent on building her brand around a philosophy of integrity, sustainability and inclusivity, Gyre pieces are cut from the silkiest soft swimwear fabrics made out of recycled ocean waste (sourced from Italian manufacturer Carvico) and, for womenswear collection, EcoTex certified linen and silk satin.