Bella Freud is recognised the world over as a master of upmarket irreverence. Her eponymous and instantly recognisable label has come to signify an intellectual playfulness that has ignited a global conversation about fashion and identity. Bella is a storyteller who uses style as her vehicle. Controversy and innovation are hardwired into her DNA: the artistic trailblazing of her father, the artist Lucian, the psychoanalytic pioneering of her great grandfather Sigmund, are subtly woven through her work.
Bellaâs âWordâ jumpers are world famous and have a remarkably devoted following. Worn by celebrated style luminaries including Kate Moss, Alexa Chung, Keith Richards, Laura Bailey, Salma Hayek, Aaron Taylor-Johnson, Jane Fonda and Eddie Redmayne, they are the embodiment of her preoccupation with appropriating serious ideas about the subconscious into a playful fashion context. The launch of her first standalone boutique, in the style hub of Maryleboneâs Chiltern Street, has seen her knitwear, tailored suits and subversively demure dresses gain a true cult following.