‘A fashion and art moment’: how mediums mix at Frieze art fair | Frieze art fair

“When you’re on the artwork honest, you push the style to be daring and experiment – no black allowed,” says Belma Gaudio, on the opening of Frieze artwork honest in London.Gaudio is the founding father of trend boutique Koibird and an artwork collector, and carries a vibrant inexperienced Hermès bag, and her personal knitted co-ords with photos of bugs to make her level.Vogue and artwork are acquainted bedfellows however the relevance of trend at Frieze, the place greater than 300 galleries and artists starting from Lauren Halsey to Gilbert & George show works, has grown over the past decade.Crucially, not like trend week the place an invitation is crucial, anybody can go alongside to Frieze – in the event that they pay about £60 for a ticket. This “actual folks” issue is catnip for trend avenue model.On the honest this October, the gang combined neutrals with pops of color. The artwork crowd are sometimes well-heeled, so the indicators of the super-rich – Birkin luggage, discreet beauty surgical procedure and even fur coats – have been in proof, alongside a classy, inventive crowd. Consideration-grabbing outfits combined with fashion-literate however extra low-key seems to be.Belma Gaudio: ‘I are inclined to put on one thing that’s comfy however just a little bit standout, with an affinity in direction of the artwork.’ {Photograph}: Sarah Lee/The GuardianCharlene Prempeh, the founding father of inventive company A Vibe Known as Tech, is carrying all-black – however the sculptural shapes guarantee her outfit matches in. “There’s only a few events the place you will get dressed up for a day occasion,” she says. “That’s what the honest facilitates.”Too many overt blue-chip symbols flip a number of the crowd off. Osman Ahmed, a author carrying a Prada skirt and Alaïa bag, says he tones his look down at Frieze: “When there’s a lot wealth and standing signifiers within the room, I don’t wish to be related to that.”Vogue manufacturers, nonetheless, maybe see a possibility. Dunhill, Stone Island, Loewe and Nanushka are companions, that means their branding will seem on the honest.Speaking to the Monetary Occasions, each Dunhill and division retailer Dover Avenue Market mentioned they usually noticed elevated footfall throughout Frieze week.“[It] is each a trend and artwork second,” says Gaudio. Koibird launched a group from artist James Shaw in retailer this week.Prada is maybe the artiest of trend manufacturers. Final yr, co-creative director Raf Simons instructed Vogue that “my curiosity in artwork is far larger than my curiosity in trend.”For Frieze week, it has opened Prada Mode, an area in King’s Cross.It options an set up by the Danish-Norwegian up to date artwork duo, Elmgreen & Dragset, entitled The Viewers.Guests will stroll right into a “cinema” to observe an deliberately blurred movie. Together with different folks, they are going to share the house with 5 hyper-real sculptures sitting within the seats. One, after all, is carrying Prada.It’s a full circle second for the artists. Twenty years in the past, they erected Prada Marfa, a reproduction of a Prada retailer, within the Texas desert. The undertaking, initially a touch upon the pomposity of land artwork, has since turn into an Instagram spot – Beyoncé and Solange posted selfies in 2012 – and it was in The Simpsons in 2019.Though it wasn’t a collaboration with the model, Prada gave permission for the artists to make use of the emblem, and offered Prada designs to fill the shop.Osman Ahmed: ‘I at all times assume what would Miuccia Prada put on? There a discreet, stylish vibe that I wish to go for.’ {Photograph}: Sarah Lee/The Guardian“In a casual manner, that was our first collaboration,” says Michael Elmgreen. “It’s the [autumn/winter] 2005 assortment, which occurred to be in very desert-friendly colored tones. They match tremendously effectively within the desert panorama.”20 years on from Prada Marfa, JW Anderson had two work by Jean Siméon Chardin on the partitions of the venue for his Dior present in June, Roksanda Ilinčić was impressed by Barbara Hepworth for her newest assortment, and a sculpture by Kwangho Lee was on the catwalk at Bottega Veneta.Artists are additionally impressed by trend. Naomi Lulendo, exhibiting on the honest for the primary time and carrying a hanging outfit of a striped Kenzo shirt and flowing skirt, makes use of material and garments in her work.“Clothes is projecting one thing,” she says, “and since everyone’s projecting one thing on to you, you might have a form of management … I like folks to see me in a manner I wish to be seen.”London-based designer Bianca Saunders additionally makes paintings. This October, she collaborated with the Tate on designs that use the work of William Blake.Artwork is central to her apply. “At any time when I really feel blocked, I’m similar to: ‘Let me do my rounds on the galleries,’” she says.The creative world can also be inspiring. “After I first [started], I used to be like: ‘I wish to see [people] strolling round Frieze carrying the model.’ That’s the shopper that I would like – for them to be observers of artwork.”Naomi Lulendo: ‘It’s discovering the stability between comfy and in addition a bit elegant and sassy and stylish.’ {Photograph}: Sarah Lee/The GuardianElmgreen agrees that outfits at the moment are a part of the expertise of Frieze.“You possibly can say it’s a good for widespread folks [because anyone can buy a ticket]. It’s not just for the chosen few who’ve the cash to purchase the artwork … I believe the style world is curious about a gaggle of folks that they’ll attain via the artwork.“And the artist is unquestionably additionally curious about a gaggle of individuals they’ll attain via the style world.” This text was amended on 17 October 2025. An earlier model referred to the Danish artwork duo of Elmgreen & Dragset; nonetheless, Ingar Dragset is Norwegian.