Every Friday, BULLETT’s introducing our favorite Instagram profiles and getting to know the people behind the posts.
Dana Frid combats the unaffordable price points of luxury clothing by crafting her own. With great taste, plain shirts and some friends in the printing business, the Cairo-based designer is quickly making a name for herself as one of Instagram’s most likeable profiles. Posting her latest minimalist garments alongside the natural sites that inspire them, 22-year-old Frid has cultivated more than just a popular online shop. Through her ironic designs and witty phrases, such as “I Fucked Chanel” and “Rest in Prada,” she’s created a cult following.
Spend a few minutes scrolling through her Instagram, and it’s clear that Frid has an eye for color and curation. But she never even planned to pursue design in the first place. Raised in Egypt, the current political science student discovered fashion through Tumblr, where she immersed herself in everything from runway to streetwear, and discovered all of her favorite brands. Unable to afford them, she decided to make her own, only better. So, she posted her first Versace riff on Tumblr—a baby pink, destroyed tee that garnered tons of attention and kicked off her line.
Since then, Frid has become one of the Internet’s most sought after artists. And in a time where riff labels like Vetememes get more hype points than the collections they parody, Frid’s line just makes sense. Fusing her sarcastic take on high-end sportswear with the digital lexicon, she gives consumers the feel of luxury fashion without actually buying into it. And with its effortless approach to anti-luxury, her work remains cooler than the brands she references. We wouldn’t be surprised if Gucci ripped her off, next.
Name: Dana Frid
How would you describe your designs?
I don’t like to wear jewelry or too many accessories, so wearing just a t-shirt with good pants—that’s its own look. My hoodies and t-shirts are full of rips and designs, so you don’t need to wear anything with it.
Why did you decide to start referencing high-end brands?
I spend a lot of time looking at trends on Tumblr, and I find people’s URLs so funny—like “Gucci Goddess,” or “Gucci Kills”—so I use them in my designs. But I’m also inspired by the brands I put on my t-shirts and hoodies, like Dior, Gucci and Versace—I love what they create.
Is it important for you to make your designs affordable?
I don’t want to profit from my designs—I just want to get some art out there. I’ve found that the brands I like are too expensive for me to afford. So I wear my own work instead of buying expensive stuff. Fashion editors and people in the industry want to wear luxury clothes—it’s essential for their work. But for ordinary people who still want to look cool, it’s just not essential—and definitely not affordable. So my stuff is an alternative.
Do you view that as an act of protest?
To make my own things with my own hands is better than buying expensive stuff. It makes me competitive and creative, because I’m doing something cooler than them. If Dior makes a great t-shirt, I’ll make a better one.
Would you ever team up with one of them? And if so, who would be your dream collaborator?
That’s my dream—I hope they email me. But I’d definitely want to collaborate with Givenchy—they’re the best out there. I also adore Rick Owens as a designer, but I can’t get inspired by his work—his concepts are cool, but too dark.
Have any brands contacted you regarded copyright infringement?
I’m going to start doing cooler stuff that doesn’t include their names. But I don’t care about that, anyway. I’m just going to continue doing whatever I want. They’re really famous and they’ve got their money—what do they want from me?
How have your designs evolved since you started?
I’ve always liked floral designs, Chinese flowers, stamps and animals. Now I’m incorporating song lyrics and more art and embroidery into my work, to make people pay attention more to the art than to the brand names.
Who do you see in your clothes?
I want to wear my clothes. The “Die for Dior” pants I made—if Dior sold those for $1,000 I would buy them. But anyone who’s interested in my work should buy it—everyone’s the same for me. It’s not about who will buy my designs—for me, it’s about expanding my work. Though, maybe Rihanna. Who doesn’t want Rihanna to wear their clothes?