FRIGGA Charmed Life

FRIGGA Charmed Life is a fashion and lifestyle brand founded in 2012 by British-Filipino feng shui practitioner Marites Allen.

The brand incorporates themes derived from feng shui and Chinese astrology into clothing, accessories, and lifestyle products.

History

The brand was established in 2012 and was initially reported as operating under House of Allen in the United Kingdom before expanding into the Philippine market.

Its name is derived from Frigg (also rendered as Frigga), a goddess in Norse mythology associated with prophecy and fate.

According to Marites Allen, the brand was created to combine fashion with concepts she associated with auspicious colors, patterns, and materials from feng shui and Chinese astrology.

Expansion

FRIGGA later expanded to physical boutiques in Manila and Cebu and developed online stores serving customers in the Philippines, the United Kingdom, and the United States.

Beginning in 2022, the brand participated in projects involving augmented-reality features for horoscope publications and later became associated with Destara, Allen's AI-based lifestyle platform.

See also

• Marites Allen

• Destara