ALEXANDRA FRIDA is a combination of the designer’s first and second name. She was named after her grandmother with whom she used to spend days locked up in her attic storeroom during her childhood. Here they would create their own fantasy world dressing up in couture dresses. The tale of ALEXANDRA FRIDA is a tale of a mystical forest with elves and fairies, nymphs and gnomes. The lady of the forest is strong, tough, sensual, dark and mystifying, hidden in her sometimes innocent, elfish and dreamy appearance. All work tells part of this tale. Every piece exposes this world a little more, until finally Alexandra has lured you into her world completely. FRIDA By ALEXANDRA FRIDA is an international summer oriented ready-to-wear label created for the young contemporary fashion aware woman. FRIDA By ALEXANDRA FRIDA is free-spirited, mobile and adventurous while embracing comfort, sensuality and classic femininity. The label was inspired and partly created during Alexandra’s time in Havana. The products include exclusive garments, shoes, accessories, jewellery and decorative home wear which have ethnic and cultural influences combined with a fairy tale spirit. Wear ability, high quality fabric design and use, as well as prints, handwork and finishing have central focus.