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.
Bellaââ¬â¢s ââ¬ËWordââ¬â¢ 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 Maryleboneââ¬â¢s Chiltern Street, has seen her knitwear, tailored suits and subversively demure dresses gain a true cult following.
