About

FRU FRU - artificially attractive and charming, flirtatious, cutesy

Swedish designer Tove Hörnelius created FRU FRU out of a desire to make sensual, elegant, wearable and locally made clothing.

Hörnelius was born in Stockholm, Sweden. She started her career in the fashion industry as she moved to Paris in 1990, followed by Milan in 1991, working as a model. With more than a decade of industry experience on the runway, retail, and as a designer, her first collection of dresses will see the light of day at the end of May 2021.

With an emphasis on craft while reworking classic styles, her first collection Summer 2021 represents both joy and an invitation to party through modern heritage.

Ready to guide you.

The designer's vision

"I want to give power to the women I have always found admirable, through high-quality, well-constructed timeless designer pieces made to last, where strength and vulnerability comes alive" Tove Hörnelius

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