In just one season, it has become one of the reference brands for top models, mainly producing sneakers. It’s called Freda Salvador, it’s a female brand designed in Sausalito (California) and produced with Italian leathers from a family factory in Elda, Spain. The two founders are Megan Papay and Cristina Palomo-Nelson, who settled down in California after different professional paths, but both contextualised in the footwear industry. Papay has specialised in public relations since his first job at Calvin Klein. Palomo-Nelson’s grandfather, on the other hand, owned a shoe factory in El Salvador. The reference model is open with a “V” shape between heel and front, a stylistic choice applied not only to sneakers (cost: $300-325), since the collection embraces mules, slip-ons with shearling interiors, oxfords and moccasins, ballerinas and ankle boots with low heel (525 dollars). The white sneaker was sold out in a few hours when social media showed it at the feet of the supermodels Gigi Hadid and Kaia Gerber.