When the Frieze Art Fair opens its doors in London, it becomes a captivating intersection of fashion and art. Unlike the exclusive nature of fashion week, Frieze welcomes anyone who can afford the £60 ticket, creating a “real people” factor that fashion brands find irresistible.
The fair’s attendees are a diverse mix, from well-heeled art collectors sporting Birkin bags and discreet cosmetic enhancements to a stylish, creative crowd unafraid to make bold fashion statements. Belma Gaudio, the founder of fashion boutique Koibird and an art collector herself, emphasises the importance of fashion at Frieze, saying, “When you are at the art fair, you push the fashion to be bold and experiment – no black allowed.”
This fusion of fashion and art has grown in relevance over the past decade, with fashion brands such as Dunhill, Stone Island, Loewe, and Nanushka becoming official partners of the fair. Charlene Prempeh, the founder of creative agency A Vibe Called Tech, notes that Frieze provides a rare opportunity to get dressed up for a daytime event, saying, “That’s what the fair facilitates.”
However, the wealth and status symbols on display can be off-putting for some attendees. Writer Osman Ahmed, for instance, consciously tones down his Prada-centric look, explaining, “When there’s so much wealth and status signifiers in the room, I don’t want to be associated with that.”
The artistic world’s influence on fashion is also evident. Designer Bianca Saunders, who creates artwork alongside her fashion designs, says, “Whenever I feel blocked, I’m just like: ‘Let me do my rounds at the galleries.'” Meanwhile, the fashion industry has long been inspired by art, with recent examples including JW Anderson’s Dior show featuring paintings by Jean Siméon Chardin and Roksanda Ilincic’s collection inspired by Barbara Hepworth.
Prada, perhaps the most art-centric fashion brand, has taken its engagement with Frieze to new heights. For this year’s fair, the brand has opened Prada Mode, a space in King’s Cross featuring an installation by the Danish-Norwegian art duo Elmgreen & Dragset. The artists, who famously created the Prada Marfa installation in the Texas desert 20 years ago, see the fashion world’s interest in art as a mutually beneficial relationship.
As Elmgreen explains, “You can say it’s a fair for common people [because anyone can buy a ticket]. It’s not only for the selected few who have the money to buy the art … I think the fashion world is interested in a group of people that they can reach through the art.” The artistic world, in turn, is also eager to connect with fashion’s audience.
Ultimately, Frieze Art Fair has become a unique platform where the boundaries between fashion and art blur, creating a captivating spectacle that draws in both the style-conscious and the art-curious.