Frederikke Hviid
Design manager and co-founder

Frederikke comes from a creative family and as such, has never doubted her own career path. She started to display her unique talents whilst at design school, during which time she would sew alongside her mother and put the most fabulous creations together using whatever materials she could get her hands on. The prestigious Danish School of Design was the natural destination in which Frederikke would complete her education.

Upon graduation in 1995, Frederikke spent several years working alongside established designers, complementing her design knowledge with practical experience. It was during this time that she became a mother and, along with her sister Katrine, came up with the idea of launching a childrenswear label, which came to be known as MINI A TURE in 2001.

However, throughout her career, the desire to launch her own complete womenswear line endured. This eventually resulted in the launch of the international luxury label, WHIITE in 2003.

Frederikke is driven by the challenge of making women feel sensual and attractive through the clothes that they wear. By creating a sense of happiness when women wear her collections and ultimately making them feel good about themselves. To her, the clothes that a woman wears must tap into as many of the five senses as possible and according to Frederikke, “make the world that little bit more beautiful.”

With a passion for travel, Frederikke constantly finds inspiration in the countries she visits, the different cultures she encounters and the local arts and crafts native to each destination. Her collections reflect this global awareness, whilst retaining WHIITE’s classically cool yet cutting-edge designs.

All-in-all, Frederikke is the personification of WHIITE: a modern, independent mother of three, who balances her career with an active social life.