FRIDA is a lifestyle brand that celebrates timeless beauty through curated vintage fashion, jewellery, and home décor. By blending pieces from the past with a contemporary vision, FRIDA redefines modern elegance and individuality.

After a series of pop-ups at Rinascente and its debut concept store in Milan, FRIDA opened its first standalone boutique in Turin and, in Spring 2025, its second flagship on the beautiful shores of Lake Como, in Cernobbio.

Founded by Daiana Giorgi, an experienced fashion consultant and buyer with a global background in luxury retail, FRIDA embodies her belief that beauty and sensitivity can truly make a difference in the world.

FRIDA, celebrating the harmony between heritage and contemporary lifestyle. The curated archive includes YSL collector pieces from the ’70s, iconic ’80s Chanel fashion show designs, Hermès and Karl Lagerfeld accessories, and rare jewellery by Armani, Valentino, and Versace.

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www.fridathebrand.com