Frida: The Original Brand

The Museum of Modern Art’s new exhibition, Frida and Diego: The Last Dream, created in conjunction with the Metropolitan Opera’s production of El Último Sueño de Frida y Diego, is once again drawing attention to one of the twentieth century’s most extraordinary artistic couples. It also reminded me why Frida Kahlo has remained so compelling for so many decades. Few artists have become as instantly recognizable or as widely reproduced. Long before personal branding became a marketing strategy, Frida Kahlo had become a brand all her own.

One of the highlights of my trip to Mexico City this past winter was visiting the home and museum of Frida Kahlo and Diego Rivera. But my fascination with Kahlo began decades earlier. I had admired her ever since I first wandered into an exhibition of her work in the early 1980s at a small gallery just off Washington Square Park in New York City. I happened upon the exhibit by chance, and her paintings hit me with such visceral force that I was completely caught off guard.

My first impression was of the tremendous suffering she endured throughout her life. The horrific bus accident she survived as a teenager and the countless surgeries that followed seemed almost impossible to imagine. Then there were the many emotional losses that would become fuel for her artwork. She was never able to carry a pregnancy to term. Her husband, Diego Rivera, carried on numerous affairs, including one with her own sister. Physical pain was her constant companion. Yet the paintings I saw transformed all of that anguish into something beautiful, innovative, and utterly unique.

Today Frida Kahlo has become one of the most recognizable artists in history. Her image appears on clothing, tote bags, cosmetics, posters, coffee mugs, jewelry, and countless souvenirs. Her braided hair adorned with flowers, Tehuana dresses, bold jewelry, and unmistakable unibrow have become an instantly recognizable visual identity. Yet unlike so many modern brands, Frida’s image was never manufactured by a marketing department. It grew naturally from the life she lived and the art she created. The remarkable thing is that the commercialization has never completely overshadowed the paintings themselves.

The Surrealists eagerly embraced her work, but Kahlo rejected the label. “I never painted dreams,” she famously remarked. “I painted my own reality.” It is perhaps the simplest and most accurate description of her art.

Walking through Casa Azul, the Blue House where she was born, lived for much of her life, and eventually died, only deepened that impression. The house itself is filled with color and life. Its vivid cobalt walls enclose lush gardens, folk art, pre-Columbian sculptures, and the studio where she painted many of her masterpieces. There is little sense of self-pity there. Instead, one feels determination, wit, and an unmistakable celebration of Mexican culture.

Frida Kahlo was born in Coyoacán in 1907, although she often claimed 1910 as her birth year so that her life would symbolically begin with the Mexican Revolution. As a child she contracted polio, leaving one leg thinner than the other, an affliction that made her self-conscious but also fiercely independent. Brilliant and ambitious, she intended to become a physician until tragedy intervened.

At eighteen, the bus she was riding collided with a streetcar. An iron handrail pierced her pelvis, shattering her spine, collarbone, ribs, and leg. Doctors doubted she would survive. During her long recovery she began to paint while confined to bed, using a special easel and a mirror mounted above her. Unable to travel the world, she turned inward. The face she painted most often was her own.

Those self-portraits have sometimes been misunderstood as exercises in vanity. They were nothing of the sort. Kahlo once explained that she painted herself because she was the subject she knew best. Her paintings became visual diaries, chronicling physical pain, emotional betrayal, national identity, and questions of gender and mortality with startling honesty.

Her marriage to Diego Rivera was one of the most famous and turbulent artistic partnerships of the twentieth century. Rivera was already an internationally celebrated muralist when they married in 1929. Their relationship was passionate, volatile, and punctuated by repeated separations and infidelities. They divorced in 1939, only to remarry the following year. Their love endured despite its many fractures, though it often came at considerable emotional cost.

One of the more remarkable episodes of Kahlo’s life occurred in 1937, when the exiled Russian revolutionary Leon Trotsky sought asylum in Mexico. Kahlo and Rivera offered him refuge at Casa Azul. During his stay, Kahlo is widely believed to have had a brief affair with the aging revolutionary, a relationship that added yet another unusual chapter to her already extraordinary life.

Despite her growing reputation, recognition came slowly. Throughout much of her career she lived in the shadow of Rivera’s immense fame. It was only toward the end of her life that museums began to acknowledge her importance. In 1953 she received her first solo exhibition in Mexico. By then her health had deteriorated so badly that doctors forbade her from attending. She ignored them. Arriving by ambulance, she was carried into the gallery on a bed placed in the center of the room, where she greeted visitors while reclining among her paintings. It remains one of the great acts of artistic defiance.

She died the following year at the age of forty-seven.

As we left Casa Azul, one of my friends remarked that Frida Kahlo may have been the original artist as brand. Looking around, it was hard to disagree. Yet what struck me even more was that the branding had never eclipsed the artist. Behind every flower, every embroidered dress, every souvenir, and every familiar photograph remained paintings of astonishing honesty and emotional power.

Standing in front of her work, one is reminded that genuine art does not arise from comfort. Kahlo refused to disguise suffering or sentimentalize it. Instead, she transformed pain into images of extraordinary beauty and psychological depth. She painted not the life she wished she had lived, but the one she was given.

That is why, more than forty years after I first encountered her work in that small New York gallery, walking through her home in Mexico City felt less like visiting a museum than returning to an old friend. Few artists have invited us so completely into their inner lives. Fewer still have emerged from so much darkness with work that continues to enrich the lives of others.