Bella Freud is a fashion designer born and brought up in London, England. Bella studied fashion in Rome at Accademia di Costume e di Moda and tailoring at Istituto Mariotti and then returned to Britain and launched her brand label in 1990 with knitted minidresses and suits. Today, her signature label offers wide range of not only knitwear clothes and perfumes for men and women but also home decors as the founder believes that fashion is not necessarily in clothes. Before launching her own brand, Freud worked for Vivienne Westwood, who was a famous British designer due to her funky styled designs. Working with Westwood's assistance has been a major kick start to her career in fashion designing and it has also influenced her style which is evident in her own line. She even designed two collections for Biba in her earlier career.

Bella has certainly tried her hands at several career paths including acting, direction, writing and designing. She even featured in a few documentaries for instance Hideous Man, Lucian Freud and The Legend of Leigh Bowery. But her full-time profession is a designer, as Bella believes that it is only through fashion she could tell different stories to a larger audience in multiple ways. She says that only through fashion designing she was able to tell the stories she wanted to tell people. Her website offers a peek into almost all of her collections' inspiration or story which lead to that design. Her designs in her line are limited and condensed, with quirky edge to them. Her label is a fusion of quirky intellect with fashion and could be labelled unconventional, and this amalgamation led to several controversies about her style and fashion holistically. Her styles are aesthetically vibe-d with an effortless cool and calm look. The founder believes to design products without any rule or plan so that the art comes out without any filtration and censorship.

Bella's father was an artist in twentieth century and she even featured in his posthumous documentary. Her great grandfather was the famous inventor of psychoanalysis, Sigmund Freud. Thereby, being in controversies is embedded in her DNA. Her fashion line is high end due to the material and texture of the products. Her jumpers got famous worldwide and several public figures such as Laura Bailey, Alexa Chung, Kate Moss and Taylor Johnson. Her brand is available online at her website and at stores in London. 

Recently, the designer released a collection of products in the name 'psychoanalysis' which included perfumes, scented candles, ready-to-wear and other products. The collection was inspired from her great grandfather's school of thought. Bella insists that she derives inspiration from her daily life and others around her, for her designs. However, a customer could observe a tinge of 1970's-80's design in her line, which could be due to the influence of working with the funky designer Westwood. Nevertheless, the artistic playfulness intermingled with graphic designs is the unmissable element in the label.