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

At Frieze itself, skin-care brand Dr. Barbara Sturm and luxury watchmaker Breguet sponsored pop-up activations for good-goers getting a split from appreciating blue-chip functions. People scanned a QR code and registered to gain accessibility to the Dr. Barbara Sturm “Anti Inflammatory Lounge.” There, they could get free samples and a price cut coupon for spa visits, hit up a juice bar, get mini-facials, test out a pink-light-weight treatment unit, and participate in an arcade-type game to earn merchandise. Breguet, meanwhile, hosted a stylish lounge with artwork by Pablo Bronstein and a selection of historical archive watches on show. In addition, an on-web site watchmaker done guillochage demonstrations. Offsite, Loewe sponsored the event’s formal welcome bash at the Getty Villa on Wednesday.

Prime artwork fairs this kind of as Frieze and Art Basel have grow to be a primary marketing chance for manufacturers tapping into a concentrated team of buyers interested in appreciating the finer factors in life. Activations have frequently been in the form of artist or gallery collaborations.

L.A.-based mostly watchmaker MVMT teamed up with modern minimalist artist Kim Rose to start a confined-version “Order and Chaos” collab selection. It was unveiled at a occasion on Saturday, which also marked the opening of Rose’s initial solo exhibition, which was sponsored by MVMT. 

“There’s an element of our brand that is really art-centered, and that intersection of fashion and artwork is so essential to us,” claimed MVMT main model officer Spencer Stumbaugh.

The assortment is manufactured up of 300 necklaces and 300 watches priced at $248 just about every. The watch faces and necklace pendants had been each individual manufactured of resin-coated cutout items of an artwork by Rose, with every single piece receiving a special range to provide as a collector’s item.

“Her large-scale structure paintings will sell for $50,000. So for us to occur in, consider that down, crack it into pieces and [sell] wearable artwork at an accessible value place is super meaningful for us,” explained Stumbaugh.

Vogue model Dries Van Noten, in the meantime, teamed up with Lisson Gallery. Alongside one another, they opened an exhibition for artist Ryan Gander on exhibit at the fashion label’s gallery The Little Dwelling, which is situated up coming to the label’s L.A. flagship keep that opened in 2020.

Frieze L.A. also served a prime shop opening time for Maison Martin Margiela, which unveiled its new Melrose Area retailer on Thursday. At its grand opening social gathering that night, Rapper Saint Jhn done a rendition of his TikTok-viral song “Roses” to a movie star-filled record of attendees that included Stranger Issues actor Jamie Campbell Bower, comic Benito Skinner and LL Amazing J.

Salvatore Ferragamo, in the meantime, hosted a Thursday supper to celebrate the debut assortment of its new resourceful director Maximilian Davis, attended by Gen-Z stars together with Rachel Sennott, Salem Mitchell, Kilo Kish and Mariah Escobar.

And Cult Gaia, which just opened a design-centered West Hollywood shop past thirty day period, 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 sunlight. The sculpture is representative of a determine “ready to be lit with heat to develop into new,” according to the official description of the perform. “Destruction of sort is the manifestation of new sort alone. The metaphor of the entire body melting gets to be the mother of generation and the cycle of destruction rebirth,” it reads.