Fashion Brands Turn to Art Fairs to Court International Clients in London
Frieze London and Frieze Masters drew 95,000 visitors from 108 countries, with attendance from India and mainland China more than doubling from 2025. Sales included Jan Brueghel the Elder's floral still life for about 5 million pounds and works by Alice Neel, Michaël Borremans, Avery Singer, George Condo, Richard Serra, and Louise Bourgeois. Fashion houses such as Stone Island hosted events during the week, including a dinner at Selfridges' 40 Duke members club.
Organizers said the Regent’s Park fairs drew 95,000 attendees from 108 countries and regions, with a record 426 institutional representatives from 51 countries and regions. Visitors from India and mainland China more than doubled versus 2025; Hong Kong, South Korea, the UAE and Brazil also rose, while U.S., Canadian, German and French attendance grew.
Sales included Jan Brueghel the Elder’s floral still life at about £5 million, four Alice Neel paintings at $1.6–$1.8 million each, and works by Michaël Borremans, Avery Singer, George Condo, Richard Serra and Louise Bourgeois. Stone Island, Net-a-porter, Erdem, Dunhill, De Beers, Soeur, Dover Street Market and JW Anderson hosted or staged fashion-linked events and installations.
The convergence of fashion and art fairs may reinforce London’s role as a global cultural marketplace, drawing collectors, galleries, hospitality workers, and creative professionals. It could broaden exposure for international artists and fashion labels, while luxury events may deepen ties between commerce and culture. Local audiences might benefit from spillover tourism and programming, though access may remain uneven because such events often cater to affluent clients and invited guests.