There is no such thing as coincidence at FRIDA . Every rail, every still life holds a story—curated, not collected. Daiana Giorgi, founder of the eponymous concept store in St. Moritz, never refers to her treasures as “vintage.” Instead, she gives them new life, weaving past masterpieces into present-day style narratives that feel as modern as they are timeless.
We visited Daiana in the golden stillness of the Engadin to discover her eye for fashion’s most poetic relics—collectables from another era, yes, but as relevant and rare as ever. These are not simply clothes; they are beautifully crafted garments that carry the soul of couture’s quieter, slower days.
IRMA: Daiana, how did FRIDA come to life—and why avoid calling it a vintage store?
DAIANA GIORGI: After two decades in fashion—styling, buying, visual merchandising—I missed the soul of it all. Fashion used to be slower, richer in detail, more deliberate. I lived in New York and Los Angeles in the early 2000s and began collecting pieces from the past—pieces that told stories. When I left Prada in 2021, I wanted to create something that didn’t add more waste to the world. FRIDA was born out of that longing. But I never wanted it to be boxed in as just “vintage”—a term so often misused. Some call a two-year-old piece vintage. I don’t. To me, a beautiful garment is simply that: beautiful. FRIDA is a lifestyle, a space where fashion from the past feels utterly of the now.
IRMA: Can you remember your very first favorite vintage find?
DAIANA GIORGI: Oh yes. A pair of worn-in Levi’s with a dramatic hole down one leg—found in Los Angeles when I was 21. The second was a polka-dotted YSL skirt, dramatic with an oversized bow. I still remember how both made me feel. That’s when I understood the power of fashion with history.
IRMA: FRIDA feels more like a curated gallery than a store. What are your clients searching for?
DAIANA GIORGI: It depends on the place. In St. Moritz, they want uniqueness—pieces they can’t find anywhere else. But they don’t come for one-off items; they want the whole picture. We style full looks and present collections, not just clothes on hangers.
IRMA: You also offer personal styling—from colour analysis to wardrobe edits. Sounds like a fashion spa experience?
DAIANA GIORGI: (Laughs) That’s exactly what it is. I do body and face shape analysis, colour theory, and closet refreshes—sometimes in-store, often in clients’ homes. I fly to them if needed. The transformation is incredible. By the end, clients feel like they have a new wardrobe, crafted entirely from pieces they already own. It’s liberating and deeply personal. Plus, they learn how to shop with clarity and dress with intention. It’s not just about clothes—it’s about confidence.
IRMA: What do you look for when scouting for pieces?
DAIANA GIORGI: Instinct. Years of buying trained my eye—I know in seconds if something works. Then I build a collection around that. Trousers, shirts, coats, accessories—each item must fit the narrative. I adore older pieces; they feel like whispers from another time. I can tell you the story behind each one. That’s part of the FRIDA magic.
IRMA: What’s more collectible—accessories or ready-to-wear?
DAIANA GIORGI: Accessories are easier to sell, especially if they carry a desirable logo. But clothing? That’s my passion. A dress or jacket can say so much about a person—far more than a handbag. I style looks that surprise people, show them new possibilities. It’s personal. And as for sourcing? It’s getting harder, but people now come to me—families, collectors—because they trust FRIDA to honour these pieces’ legacy. I’m also venturing into homeware, which I adore.
IRMA: What can clients expect from FRIDA this spring?
DAIANA GIORGI: When people step into FRIDA—whether they’re vintage lovers or just curious—they always leave with something: a story, a tip, a connection. In St. Moritz, visitors have time to linger, chat, try things on with an aperitivo in hand. It’s about experience. This spring and summer, we’re planning special events and a pop-up on Lake Como, just behind Villa d’Este. The new collection is still unfolding, but it promises to be just as magical as winter—perhaps even more so.
Follow the journey: @frida_thebrand
Where fashion’s past becomes your present.
