A disturbance in the Force

A written trademark assignment filed with the US Patent and Trademark Office in 2007 and obtained by The Art Newspaper seems to bear this out. Designating Kahlo as the assignor, represented by Pinedo through power of attorney, and the Frida Kahlo Corporation as the assignee, it transfers “full and exclusive rights, titles and interests” for a slew of trademarks for the name “Frida Kahlo” as well as the phrase “Pasion por la vida” (a passion for life) and Frida Kahlo-branded tequila. “It is expressly agreed and understood that if The Assignee is the owner of any other trademark application that includes the denomination ‘FRIDA KAHLO’, the instant agreement includes it,” the filing states.

Read the Art Newspaper article on the commodification of the Frida Kahlo trademark here.