{Linda Friedman Schmidt on the cover of Women’s Wear Daily in 1973, the same year she opened her own store.
She created her jacket and handbag from textile and leather remnants and refashioned the pants from discards.}
A few days ago Linda joined the forum as a registered guest to share fascinating details about her boutique label 'Lonia'. She contributed valuable insights to the discussion, offering firsthand knowledge about her store- https://forums.vintagefashionguild.org/threads/has-anyone-seen-this-vintage-label-before.80323/
She introduced herself and talked about her boutique, Lonia (which is her birth name), that was a hidden gem for fashion insiders, celebrities, and socialites, offering one-of-a-kind pieces that made customers feel unique.
Lonia had a significant influence on vintage fashion through its artistic approach to clothing. Linda collaborated with young designers, curating a collection that seamlessly blended bold statement pieces with classic, elegant styles. Her boutique was recognized for offering exclusive designs that weren’t available in department stores, making it a sought-after destination for those who valued individuality.
Linda continues to explore the deeper meaning of clothing through her visual art, working exclusively with garments that are already unusable or discarded. Through her artistic process, she gives these materials new life, transforming them into powerful expressions of identity and history. Her work emphasizes the emotional and historical significance of fashion, reminding us that clothing is more than just fabric—it holds stories, memories, and personal connections.
The legacy of Lonia lives on in the vintage fashion world, inspiring collectors and designers to embrace the artistry and uniqueness of past eras.
Her own words say it best:
"I am Linda Friedman Schmidt, born Lonia Friedman in Germany. LONIA was my store at 55 West 55th Street between 5th and 6th Avenues in New York City from 1973-1987. Lonia was a shopping destination for the fashion crowd and also the best kept secret of many celebrities, socialites, female executives, and well-to-do housewives. Described by Manhattan Catalogue magazine as "One of the most special specialty shops in Manhattan for women." It started out tiny but grew to occupy the entire first floor of the building with 14 employees and a separate shoe store next door. Nowadays I am a visual artist exploring the deeper levels of meaning in clothing. Discarded clothing is my paint."
Be sure to visit her website and view some of her fascinating artwork: https://www.lindafriedmanschmidt.com/
And explore her Instagram page: https://www.instagram.com/lindafriedmanschmidt
Her insights and expertise bring immense value to the Vintage Fashion Guild community.
We can’t wait to hear more about her experiences, inspirations, and the incredible journey that has shaped her perspective on vintage fashion and creativity!
Welcome to the VFG, Linda!
Linda and welcome! Your work is truly amazing, I just did a quick dive into your IG and look forward to a better look. I had a vintage shop from 1969 through 1999 so I can relate to some of your journey in retail (on a smaller scale of course).
Love