I never set out to create just another fashion brand.

My relationship with clothing started long before BY FRIDMAN. I learned early that a beautifully made garment is never just decoration. Inside an atelier, surrounded by handcrafted pieces and watching how much precision went into every seam, I became fascinated by construction, proportion and the difference that the smallest detail can make.

When I started BY FRIDMAN at 26, I had one clear belief: people should not have to adapt their bodies to clothes. Clothes should adapt to them.

Over the years, I have spent countless hours fitting and dressing both women and men, working with completely different bodies, proportions and ideas of how they want to feel in their clothes. That experience taught me something no standard size chart ever could. Two people can technically wear the same size and still need completely different garments.

That became the foundation of how I design.

Today, the BY FRIDMAN Studio collection begins with women. I want tailoring to give a woman presence without overpowering her. I love the tension between sharpness and softness, structure and movement, masculine tailoring and femininity. Nothing should be there simply because fashion says it should be.

BY FRIDMAN Studio is the next chapter of that journey. It allows me to take everything I have learned through years of personal fittings and bring it into a new way of shopping. Each garment is made individually to your measurements, combining modern technology with the craftsmanship of skilled tailors.

My work has travelled further than I imagined when I first started, from television and red carpets to The Masked Singer Norway and the Oscars. But the reason I still do this has never really changed.

I want the person wearing BY FRIDMAN to feel more like themselves, not someone else.

Designed around women. 
Crafted around you.