From Modeling At 13 To Building Her Own Fashion Business

Long before Sorina Alexandra Frunza began building fashion businesses, she was already learning how the industry worked from the inside. At only 13, she entered the world of modeling, gaining early experience through runway shows, photoshoots and exposure to the creative process behind fashion.

That early experience gave her something that cannot easily be learned from books. It gave her a close understanding of fashion as both an art and a business.

At home, entrepreneurship was also familiar territory. Her mother had been involved in business for years, meaning that conversations around work, opportunity and building something of your own were part of Sorina’s environment from an early age.

The combination of these influences would eventually become important to her own career. Fashion gave her a creative perspective, while her upbringing around business helped develop the entrepreneurial mindset that would later shape her ventures.

Why Sorina Chose A Different Path After Law

Sorina did not immediately choose fashion entrepreneurship as her career. She studied Law, following what initially appeared to be a more traditional and secure professional route.

Yet the creative world never disappeared from her ambitions.

The contrast between studying Law and building fashion businesses may seem unusual, but it became one of the most valuable combinations in her journey. Legal education taught her discipline, structure and analytical thinking, while her fashion background kept her connected to creativity and visual expression.

Eventually, Sorina understood that following a conventional path was not enough for her. She wanted the freedom to create, make decisions and turn ideas into tangible businesses.

That realization became a turning point.

Instead of allowing her education to define her future, she chose to use what she had learned as another tool in her entrepreneurial journey.

Building AÏTHE From An Idea Into A Brand

Today, AÏTHE represents one of the most important chapters in Sorina’s professional journey.

The contemporary womenswear brand is built around a refined approach to fashion, with its identity shaped by contrast, precision and sophisticated femininity. The brand has also evolved from its earlier identity as BLACK LABEL, reflecting Sorina’s decision to create a more focused and mature direction for the business. Public fashion listings identify Sorina as AÏTHE’s designer and creative force.

For Sorina, building a fashion brand has never been simply about producing clothing.

It is about creating an identity.

Every collection offers an opportunity to communicate a particular feeling, perspective and understanding of modern womenswear. That requires more than creativity. It demands careful decisions around positioning, customers, partnerships and long term growth.

This is where Sorina’s wider entrepreneurial experience becomes especially important.

She understands that a beautiful product alone does not create a lasting fashion business. A strong identity, clear positioning and the ability to understand changing markets are equally important.

The Entrepreneur Behind More Than One Venture

Although fashion remains close to Sorina’s heart, her entrepreneurial interests extend beyond AÏTHE.

Her professional background includes ventures connected to beauty and digital marketing, giving her experience across different sides of modern business. Public professional information also identifies her as the founder of SOKO Beauty and co founder of ICON Digital Agency, alongside her work with AÏTHE.

Working across different industries has allowed Sorina to develop a broader understanding of entrepreneurship.

Fashion taught her about creativity and identity.

Beauty introduced her to another highly competitive consumer market.

Digital marketing strengthened her understanding of communication, branding and the importance of reaching audiences in the right way.

Together, these experiences have helped her become more selective about where she invests her energy.

Today, Sorina is not interested in growth simply for the sake of growth. She is increasingly focused on opportunities that offer the right market, positioning and long term potential.

Learning To Adapt When Plans Change

One of Sorina’s strongest lessons has been understanding that entrepreneurship rarely follows a perfect plan.

Markets change. Opportunities appear unexpectedly. Some ideas work while others lead in a completely different direction.

Rather than seeing these moments as failures, Sorina has learned to treat them as part of the process.

She believes in trusting her intuition while remaining practical enough to make calculated decisions. Having a plan B is important, but so is knowing when to change direction.

This mindset has helped her become more comfortable with uncertainty.

It has also changed her relationship with external validation.

Instead of constantly looking for approval from others, Sorina has learned to trust her own judgment. For an entrepreneur building a distinctive brand, that confidence can be essential.

The willingness to keep moving when everyone does not understand the vision can often separate an idea from a real business.

Why The Gulf Region Is On Sorina’s Radar

A major part of Sorina’s current focus is taking AÏTHE beyond its home market.

She is working toward strengthening the brand’s international positioning, developing upcoming collections and identifying partnerships that could support expansion.

Among the markets attracting her attention is the Middle East, particularly the Gulf region.

For Sorina, the interest is not simply commercial. She sees a natural connection between AÏTHE’s aesthetic, its approach to womenswear and the preferences of customers in the region.

The Gulf has become an increasingly important destination for international fashion, luxury retail and emerging brands. For a designer with international ambitions, establishing the right presence there could represent an important step toward building broader global recognition.

Sorina’s approach, however, appears measured rather than rushed.

She is looking for the right partnerships and the right positioning instead of entering markets simply to say that the brand is international.

That distinction reflects the philosophy guiding her next chapter.

AÏTHE And The Bigger International Ambition

Sorina’s long term goal is ambitious.

She wants AÏTHE to become a globally recognized fashion brand with a presence across Europe, the Middle East and eventually the United States.

She also envisions the label being represented by major international retailers and becoming more widely recognized outside Romania than it is within its home market.

For an independent fashion entrepreneur, that is a significant ambition.

But Sorina’s journey suggests that she is comfortable thinking beyond immediate milestones.

Her vision is built around gradual expansion, strategic relationships and a stronger international identity. Rather than chasing visibility alone, she wants to build a business that can remain relevant as it grows.

That long term perspective could become one of AÏTHE’s greatest strengths as the brand enters its next stage.

Achievement Means More Than One Milestone

For Sorina, success cannot be reduced to one award, one collection or one business milestone.

One of her greatest achievements is the decision to build her own path.

She has worked across fashion, beauty and digital business while continuing to develop her entrepreneurial identity. Each experience has brought new lessons, and not every chapter has necessarily unfolded exactly as planned.

But that is precisely what makes her story relatable.

Sorina does not view setbacks as the end of the journey. She sees them as experiences that can change perspective and open new possibilities.

Building AÏTHE from an idea into a functioning fashion brand remains one of the accomplishments she values most. The next challenge is taking that idea beyond Romania and turning it into an international name.

Building Businesses With A Larger Purpose

Sorina’s ambitions eventually extend beyond business growth.

As her career develops, she wants to use her success to create opportunities for others, particularly through education and better access to opportunities for young people.

For her, entrepreneurship is not only about personal freedom or financial achievement.

It is also about what becomes possible once you have the ability to create opportunities for someone else.

That perspective gives her international ambitions another layer. The goal is not simply to build larger businesses, but to create a career that combines independence, ambition and meaningful impact.

It is a vision that could become increasingly important as her ventures grow.

The Next Chapter For Sorina

Sorina Alexandra Frunza is entering a stage of her career where the question is no longer whether she can build something from scratch.

She already has.

The question now is how far she can take it.

With AÏTHE, she is looking beyond Romania toward Europe, the Gulf and eventually the United States. At the same time, she continues to explore opportunities across different industries, reflecting an entrepreneurial personality that is unlikely to be defined by a single company.

Her journey from teenage model to law graduate, entrepreneur and fashion founder shows that career paths do not always have to follow a straight line.

Sometimes the experiences that appear unrelated become the pieces of a much bigger picture.

For Sorina, fashion provided the creative foundation. Law brought discipline. Entrepreneurship gave her the freedom to connect the two.

Now, as she works toward building AÏTHE into an international fashion name, her story is entering perhaps its most ambitious chapter yet.

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