Beatriz Alvarado discusses her work at Frida Kahlo Licensing Group… And lifts the lid on a new project

Beatriz, welcome. You’ve spoken a little about your work at Frida Kahlo Licensing Group here. What’s your role there, though?
I serve as the COO and Brand Creator of the Frida Kahlo Corporation. My role is to care for the legacy of Frida, and to translate her voice into the present with honesty and respect. It’s a balance of commercial strategy and Frida’s soul.

Great answer. For the uninitiated, who was Frida Kahlo?
Frida Kahlo was a force of nature… A woman who turned pain into poetry, identity into art, and truth into beauty. She painted her life as she lived it – and without apologising – leaving behind a legacy that continues to speak across cultures and influences generations.

Tell me a little about the art: what kind of thing did she paint? And in what style?
Frida painted what she knew best: herself, her emotions, her loves, her losses. She painted her reality… I think each painting feels like a diary page: intimate, symbolic and human.

I love that! Thank you… And what kind of licensing deals have you done in the past? Tell me about a couple of the most noteworthy or unexpected.
I truly believe all our partnerships are meaningful, each in its own way. That said, some have been unexpected and transformative. One was the immersive exhibition ‘Frida Kahlo: The Life of an Icon.’ This toured more than 20 cities worldwide and shared Frida’s story; her love, her life, and who she was through an experiential lens. We’re now producing its next chapter, ‘Frida Kahlo: Beyond the Icon.’

Another was our collaboration with Bvlgari, which beautifully bridged jewellery and legacy. Most recently, we entered the real-estate space with the announcement of Frida Kahlo Wynwood Residences. This marks our first residential real-estate project in the world; a new way of translating art into living.

And tell me, Beatriz, are you actively looking for new partnerships?
Yes, very much so. This year, we’re expanding into entertainment content, and are especially excited about presenting the pilot of a new adventure series centred on Los Fridos…

Los Fridos being the group of art students that studied under Frida Kahlo?
Los Fridos is a creative project inspired by Frida’s friend, not her pupils. We’re giving life to her pets, who accompanied her throughout her life. She painted them, lived with them, spoke to them, and loved them deeply. In many ways, she treated them like her children.

Now, The Fridos come alive to tell us another side of Frida’s story one filled with imagination, tenderness, humor, and wonder. They will be available for licensing and across different formats, including digital, to invite Frida’s fans into a playful yet meaningful universe that feels fresh, emotional, and unexpected.

Sounds intriguing. What’s your own background, Beatriz?
My background lives at the intersection of creativity, brand building, and cultural stewardship. I’m a writer by nature, and a lifelong admirer of Frida Kahlo. Over the years, I’ve worked in licensing with a profound respect for heritage… Not as something to be preserved behind a glass for a few, but as something meant to be alive, evolve, and be felt. Frida’s voice demands more than management: it requires vision, discernment, and responsibility. I see my role as a bridge carrying her legacy forward with intention, integrity and imagination.

I love your passion! Thank you. Finally, what’s the one question I could’ve asked you today but didn’t?
How do you keep the legacy alive without freezing it in time? The answer is by honouring its roots while allowing it to breath. Tradition gives us foundation, but imagination, creativity and art carry it forward. Frida herself was fearless in evolution, and her spirit continues to guide everything we do.

Brilliant! Thanks, Beatriz. And I would urge people to check out your website, which they can do via this link here.