Fashion and beauty brands tap into the art crowd at Frieze LA 2023

Winford Hunter

Since building its Los Angeles debut in 2019, Frieze L.A. has become a draw for celebs and the international art fair circuit. For the 2023 fair that ran from Thursday to Sunday, vogue and beauty models bought in on the action.

Held this year at the Santa Monica Airport, the principal celebration noticed superstars this kind of as Margot Robbie and Owen Wilson wandering amongst the booths, while innumerable other individuals strike up the large array of following-functions that took position more than the study course of the weekend. Becoming a member of leading-tier galleries in vying for the elite artwork world’s focus have been a assortment of style and natural beauty makes sponsoring occasions, hosting truthful-based mostly activations, and launching unique-version artist collabs.

At Frieze alone, skin-care brand Dr. Barbara Sturm and luxury watchmaker Breguet sponsored pop-up activations for reasonable-goers getting a split from appreciating blue-chip functions. Site visitors scanned a QR code and registered to obtain entry to the Dr. Barbara Sturm “Anti Inflammatory Lounge.” There, they could obtain totally free samples and a low cost coupon for spa visits, strike up a juice bar, get mini-facials, check out out a crimson-light-weight treatment machine, and perform an arcade-fashion activity to earn merchandise. Breguet, in the meantime, hosted a chic lounge with artwork by Pablo Bronstein and a collection of historic archive watches on exhibit. In addition, an on-web page watchmaker carried out guillochage demonstrations. Offsite, Loewe sponsored the event’s formal welcome bash at the Getty Villa on Wednesday.

Best artwork fairs this sort of as Frieze and Artwork Basel have grow to be a primary marketing and advertising prospect for models tapping into a concentrated group of people interested in appreciating the finer issues in life. Activations have typically been in the sort of artist or gallery collaborations.

L.A.-centered watchmaker MVMT teamed up with contemporary minimalist artist Kim Rose to launch a confined-version “Order and Chaos” collab collection. It was unveiled at a occasion on Saturday, which also marked the opening of Rose’s first solo exhibition, which was sponsored by MVMT. 

“There’s an factor of our model that is quite art-centered, and that intersection of style and art is so critical to us,” said MVMT chief brand officer Spencer Stumbaugh.

The assortment is produced up of 300 necklaces and 300 watches priced at $248 each. The check out faces and necklace pendants have been each created of resin-coated cutout items of an artwork by Rose, with each individual piece acquiring a one of a kind number to provide as a collector’s product.

“Her huge-scale structure paintings will market for $50,000. So for us to appear in, take that down, split it into parts and [sell] wearable artwork at an available rate place is tremendous significant for us,” stated Stumbaugh.

Style brand Dries Van Noten, meanwhile, teamed up with Lisson Gallery. Collectively, they opened an exhibition for artist Ryan Gander on exhibit at the vogue label’s gallery The Minimal Household, which is located subsequent to the label’s L.A. flagship retail outlet that opened in 2020.

Frieze L.A. also served a prime retailer opening time for Maison Martin Margiela, which unveiled its new Melrose Position keep on Thursday. At its grand opening social gathering that evening, Rapper Saint Jhn carried out a rendition of his TikTok-viral song “Roses” to a superstar-crammed checklist of attendees that included Stranger Matters actor Jamie Campbell Bower, comedian Benito Skinner and LL Awesome J.

Salvatore Ferragamo, meanwhile, hosted a Thursday supper to rejoice the debut assortment of its new creative director Maximilian Davis, attended by Gen-Z famous people which include Rachel Sennott, Salem Mitchell, Kilo Kish and Mariah Escobar.

And Cult Gaia, which just opened a design and style-centered West Hollywood retail store previous month, hosted a social gathering on Friday to unveil a sculpture depicting Jasmin Larian Hekmat, the brand’s founder, standing carved in wax and gazing at the solar. The sculpture is agent of a figure “ready to be lit with warmth to develop into new,” in accordance to the official description of the perform. “Destruction of sort is the manifestation of new variety alone. The metaphor of the overall body melting turns into the mother of creation and the cycle of destruction rebirth,” it reads.

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