Virginia Macdonald's Frida journey began in earnest in 2013, after receiving a book about Kahlo's life, art and resilience. Inspired, she conceived a photographic series of women styled in the likeness of Frida to capture their "Inner Frida" and pay homage to Kahlo's powerful legacy. The photos in this series were captured in various countries from Mexico, Chile, China and Canada.

In the autumn of 2022, Macdonald entered into a collaboration project with Heather Haynes, who set out to create a series of paintings featuring Macdonald's photographs.  “Finding Frida” showcases both Macdonald’s arresting photography and Haynes’ ethereal paintings.