THE HISTORY OF FRIDA AVERY
2007
THE BEGINNING
Frida Avery Myhren was born in 2007. From her earliest years, there was a natural fascination with clothing, accessories and the details that give an object its individual character. Beauty was something she was drawn to instinctively, long before she had the language to describe it or the intention of creating a house of her own.
EARLY YEARS
THE FIRST CREATIONS
As a child, Frida began sewing and designing clothes for people in her neighbourhood. What began as an innocent creative pursuit gradually became an early expression of the sensibility that would later define Frida Avery.
She enjoyed taking an idea and giving it form, considering how a garment should look, how it should sit and how it might feel when it belonged to someone else.
It was during these years that handbags also became a particular part of her world. She loved taking a handbag with her to school, choosing what she would carry inside and considering how it completed what she was wearing. Even then, the handbag represented something more than practicality. It was an accessory with its own presence and a quiet ability to express something about the person carrying it.
THE FOLLOWING YEARS
AN INSTINCT BECOMES A VISION
As Frida grew older, this early fascination developed into a deeper appreciation for design and craftsmanship. What had begun with clothing gradually extended towards accessories, with handbags becoming increasingly central to the way she imagined design.
She became interested in the relationship between structure and elegance, between function and beauty, and in the way an object could become deeply personal through the person who owned it.
The idea of creating handbags of her own began to take shape.
Not merely as accessories, but as pieces with character, capable of accompanying their owners through different chapters of their lives.
THE IDEA
BEFORE THE HOUSE
Long before Frida Avery had become a name, the idea behind it already existed.
The vision was to create a world where luxury felt personal and considered, where a handbag could possess its own identity while leaving room for the individuality of the person carrying it.
This became the foundation of the vision behind Frida Avery.
The intention was never simply to create something beautiful for the present moment. It was to create pieces that could remain relevant with time and gradually acquire a history of their own.
2024
THE BEGINNING OF FRIDA AVERY
In 2024, the vision began to take a more defined form under the name Frida Avery.
What had existed for years as an instinct for design, craftsmanship and handbags began to develop into something tangible, with its own identity and direction.
The name Frida Avery became a reflection of a personal vision for luxury: considered, distinctive and enduring.
From the beginning, handbags stood at the centre of that vision.
THE EARLY COLLECTIONS
THE LANGUAGE OF THE HOUSE
As Frida Avery developed, each creation contributed to the visual language of the house.
Silhouette, proportion, structure, material and finishing became carefully considered elements of every handbag, allowing the collections to evolve while retaining a distinct sense of identity.
The handbag remained at the centre because it represented everything the house valued in design: beauty, function, craftsmanship and individuality.
A Frida Avery handbag is intended to become part of the life of its owner rather than simply part of an outfit.
It may accompany an ordinary morning, an important occasion, a journey or the beginning of an entirely new chapter.
With time, the handbag gathers these moments and becomes personal in a way that no design process can ever completely anticipate.
THE HOUSE TODAY
A PERSONAL FORM OF LUXURY
Today, Frida Avery continues to be shaped by the same instinct that existed long before the name itself.
The young girl who loved carrying a handbag to school, who enjoyed sewing and designing clothes for people around her, eventually gave that instinct a name and began transforming it into an independent luxury house devoted to handbags.
The scale has changed.
The vision has developed.
But the fascination remains.
Frida Avery continues to approach the handbag as something capable of becoming much more than an accessory. It can become familiar through years of use, associated with places and occasions, and eventually carry a history that belongs entirely to its owner.
THE YEARS AHEAD
THE CONTINUING HISTORY
Every house has a beginning, but its character is shaped through time.
For Frida Avery, each collection becomes part of an evolving archive, adding another chapter to the identity established by its founder.
The history of the house is therefore found not only in its creations, but in the people who choose them and the lives that surround them.
A handbag begins as an expression of the house.
With time, it becomes an expression of its owner.
That is where the most personal part of its story begins.
The history of Frida Avery began with its founder.
It continued through the earliest creations, the first sketches, the love of handbags and the vision that gradually took form.
In 2024, that vision began to carry the name Frida Avery.
And the story continues to be written, one creation at a time.
FRIDA AVERY
Founded by Frida Avery Myhren