About the Artist

Switzerland is the centre force of design excellence. So it’s no coincidence that high fashion and art meet in a variety of exciting ways. Renowned Swiss-based British artist Freda Alschuler has developed her unique style to reflect the changing face of Switzerland over the last 40 years, so it’s no surprise that she’s bringing her wearable art and interior style to Zurich this summer as  part of an exclusive partnership with Migros. Known for her found art approach to wallpaper and textiles, Freda’s mixed media can be found in many private collections around the world. However, stepping out from the paintings, wearables and interiors that she is sought after, is something altogether more unifying. In her latest exhibition, she brings about her love of Switzerland in statement bags depicting 12 Swiss cities appears both forward thinking and nostalgic, and Migros agreed. “I have been creating city collages for many years, but when I had this opportunity to select 12 Swiss city scenes for Migros I jumped at the chance!” Migros is Switzerland’s largest retail company and its largest supermarket chain. It is additionally one of the forty largest retailers in the world. Freda and Migros have worked together to produce a range of bags for life that depict Swiss life: from chocolate and cheese to mountains and Montreux. It’s all there and it’s incredibly collectible in 12  different designs. The bags are available in all MM Migros stores and are reusable recycled shopping bags. “My work is all about life, so it makes sense that I’ve created something for life,” she giggles. And she’s right: According to plastic-pollution.ch around 8 million metric tonnes of plastic end up in our oceans. That’s like five grocery bags filled with plastic for every foot of coastline in the world. So imagine having a bag that was actually a work of art too? You could hang it on your wall when you’re done. Alternatively, switch it for a new one! Simple! If you’re in the (super)market for something a little bit extra without the designer price