FRIDA – THE FUTURE OF THE PAST

A cross between a brand and a retailer, FRIDA's project owes its name to the founder's grandmother, Maria Frida Prinoth (born in 1917). It is a lifestyle project that was officially launched in Lugano in 2022, but had already been in the making in the years before as a result of the constant and personal research of Daiana Giorgi, a long-time vintage fan with over 20 years of experience in fashion.