Portrait by Iris Duvekot

Alexandra’s life story is coloured by two important influences: her Grandmother and the planet.   Alexandra was born as Alexandra Vollebregt in the Netherlands in 1985. Her creative journey begins at a young age with the loving encouragement of her Grandmother to explore her creativity. It was in the safe haven of her Grandmother’s house where Alexandra found herself immersed in her own creations. These formed the first steps into creating ALEXANDRA FRIDA.

Throughout her childhood Alexandra lived in Zaire, Nigeria, England and the Netherlands. These colourful experiences, tastes and cultures have fuelled her imagination and are reflected in her work.

Alexandra obtained her BA degree in Fashion Design from the Amsterdam Fashion Institute in 2009, where she undertook a variety of specializations including trend forecasting, textile and print design. Soon after she entered the Arnhem Fashion Masters.

It was the Dutch designer Bas Kosters – where she did her internship - who convinced Alexandra to graduate with a runway collection. This collection led to the invitation of the Artez Fashion Masters where she continued to explore her talents in fabric, accessory and fashion design.

Not long after, Alexandra left for a new journey to Cuba where she began the label ALEXANDRA FRIDA. Upon return to her homeland, Alexandra showed her first ready-to-wear collection LOLA at the Mercedes-Benz Amsterdam Fashion Week January 2014 edition. 

Her work was also shown at New York Fashion Week, Downtown Fashion Week Amsterdam, Meesterlijk and Premier Tissue, Paris and she exhibited work at the Glas Museum in Leerdam. She was part of the Generation 12 Mini Collection presentation at Arnhem Coming Soon, both in the Netherlands. Alexandra was a finalist during the Global Denim Awards and nominated as one of the women of year 2015 by Harpers Bazaar. In 2016 she launched an eyewear jewellery collection with Eyewish Opticiens and was one of designers who created a look for The Limiteds launched last summer by Hudson Bay. 

Presently back in Rotterdam,  Alexandra continues to work on her label from her atelier. Together with her international team she constantly strives to improve her quality, broaden her skills and build new fashionable cultural pieces in order to express her identity. Textile, print design and handwork play a key role.

ALEXANDRA FRIDA is a Rotterdam based ready-to-wear label. It embodies the designer''s thrill for adventure and embraces comfort, sensuality and classic feminine expression. The designs accentuate the female silhouette highlighting the power of a woman’s body while fabric and prints bring out the playfulness of her character.

Iconic to Alexandra’s work is the FRIDA feather print, which makes every piece into a statement: “I want to give women wings”.

ALEXANDRA FRIDA’s message to women around the world is: “Chase Your Dreams”.