Frieze LA connects fashion and beauty with the elite of the art world

Alongside top-notch artwork and celebrities like Leonardo DiCaprio and Gwyneth Paltrow, fashion and beauty brands were among those who joined in the Frieze LA festivities last week.

With an estimated 35,000 attendees flocking to the art fair that ran from February 17 through the weekend, the pandemic return of Frieze LA was a prime branding opportunity for luxury brands. Although less brand-focused than Art Basel events, Frieze has seen its fair share of activations by labels looking for an audience interested in the finer things in life.

Matches Fashion, a sponsor of the event, had the biggest presence at the show itself. The luxury e-tailer sponsored a stand showcasing fashion items from brands such as Balenciaga and Jacquemus paired with works of art. Offsite, he set up an IRL shopping experience at a Beverly Hills mansion that also served as a site for dinner parties and VIP events throughout the week.

“We find Frieze to be a very relevant partner, in terms of audience and our audience, and that kind of crossover generally around designs,” said Jess Christie, head of brand and content at Matches Fashion.

Back in action after a pandemic hiatus, the world’s biggest art fairs continue to attract luxury brands. Matches Fashion began sponsoring Frieze fairs in 2019 after conducting customer surveys and finding that they considered art to be a major interest.

Prada was also active during the Frieze LA weekend, which hosted its seventh Prada Mode private club, at the famed Genghis Cohen restaurant, which hosted talks and celebrity parties throughout the week.

For luxury startups, art fairs are a way to gain visibility with a relevant audience. At the Matches Fashion booth at Frieze, visitors had the option to scan a QR code to sign up for the online retailer’s mailing list and receive a $100 voucher. They also received a homemade chocolate bar with a “golden ticket” directing them to a Beverly Hills mansion, where they could receive an additional $100 and shop in person at designer clothing shelves set up across the city. property.

This has proven to be an effective strategy for Matches Fashion in the past. For a similar promotion at Frieze London, 10% of participants signed up, adding more than 10,000 customers to the retailer’s mailing list.

While luxury fashion has long been active in the art world, more and more beauty brands are also taking part in the art fair circuit in recent years. Eight-year-old French luxury perfume brand Ex Nihilo favorite of Hailey Bieber, specifically chose the week of Frieze LA to open its first independent store in the United States.

“We really connect with the art scene,” said Ex Nihilo co-founder Benoît Verdier, noting that the brand’s clientele is the “artistic community you can find in Miami, Los Angeles, Paris.” The brand invited customers in town for Frieze to a store opening party.

Ex Nihilo (LR) co-founders Benoît Verdier, Olivier Royère and Sylvie Loday at the brand’s boutique opening in Frieze LA. (Courtesy picture)

Art fairs are also a key time for brands to connect with their best VIP customers. Matches Fashion, for example, offers free tickets to Frieze art fairs to its biggest spenders. For Frieze LA, he invited 80 VIPs, who were also able to attend the fashion dinners and parties he hosted throughout the week at his pop-up mansion.

“We view loyalty – truly rewarding and customer-focused – as key,” Christie said. “If you are a luxury fashion brand, now it is really important that you take care of the customer [and] that they feel very rewarded and also very heard.

Cultivating a VIP client list can be both an art and a science. For Ex Nihilo, building its VIP list, which includes many Parisian collectors and gallerists, is “really organic,” Verdier said. “It’s mostly friends of friends and lots of networking.”

For brands, this includes continued involvement in the art world. Ex Nihilo plans to incorporate more art into its new Los Angeles store, including commissioning and selling artwork in-store, as well as creating signature scents and scent diffusions for local art galleries. .

“We do something with art through our content every month, at least, and through the talent we partner with,” Christie said. “Our strategy often revolves around art, and it will continue to be one of the true pillars of Matches’ business.”

About Carl Schroeder

Check Also

Ripley denies Kardashian damaged Monroe’s iconic dress

NEW YORK (AP) — Believe it or not from Ripley! Thursday denied claims that Kim …