Frida is a lifestyle brand that loves to inspire and make people feel unique.
Through an attentive worldwide search of rare and beautiful pieces from the past - FRIDA presents a curated collection of archive fashion, jewellery & home decor that feels and looks as contemporary and relevant as ever.
Fine pieces from the past, brought into today's narrative, trends and life's needs with a modern vision.
We believe in empowering individuality, enhancing everyone's true-self.
We offer and unconventional dialogue and interpretation of the contemporary by celebrating and honouring the past - when fashion used to be slower and richer.
Eclectic, contemporary - but also romantic - is the way FRIDA aims to present its curated collections: not just clothes - but crafted masterpieces with a story to tell and reimagined for a sustainable tomorrow.
Daiana Giorgi is an eclectic professional with extensive global experience in Fashion Buying, Styling and Image Consultancy who has worked in major luxury fashion companies, retailers and departments stores for over two decades.
Together with a soft touch for people and art - she believes that beauty will save the world if done gently.
FRIDA's name was inspired by her grandmother Maria Frida Prinoth - born in 1917 - a chic & stylish woman with an avant-garde way of being, and with many passions, who was unable to follow her dreams.
