Swiss born Elena Zenero-Hock grew up in Italy - which may explain her Dadaismus und Commedia dell'arte inspired creations - and has been shaping Frankfurt's fashion scene for over a decade. Her store "Freud" can be found on Brückenstraße – colourful home of a very creative scene in Frankfurt that has developed over the past decade.
It all began in 1999 with her first womens-wear collection and the opening of the goyagoya store in Frankfurt. Out of town presentations (Bread & Butter Tradeshow in Berlin 2003) and international acclaim (the 2004 International Fashion Fair award in Tokyo) followed, as did her flagship store Freud which opened in 2005. Zenero's emotional design speaks a powerful language of images and associations. The more mature label goyagoya is known for a very distinct use of materials and exquisite detail. On the lighter side, Lovelove by goyagoya is more playful.
Concepts, images, daily life, personal experiences and even dreams all influence the style of latest creations, evoking a trance like state of mind. The collections are suffused with contrast, stripes, dots, heavy and light weight materials... high tension balanced through shape, form and craft... memories of the past, the wild years of the French bohème, Nancy Cunard, the wealth of images and atmospheres in Pasolini's films, an air of provocation and rebellion, witty and strong women who assert themselves in a world dominated by men using wit, frivolity and coquetry in an intelligent way.
60594 Frankfurt (Sachsenhausen)
Tel: 0049 (0)69 66563316