Business Fashion

Will the ‘Frieze Effect’ Work in LA?

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Fashion brands and retailers profit handsomely from the Frieze Art Fair in London and New York.

LOS ANGELES, United States — Frieze, the art fair that launched in London in 2003, made a visible impact on Los Angeles during its debut in the city this week, despite the uncharacteristic downpour. Over 70 galleries, both local and global, participated in the event, which centred on the famed backlot of Paramount Pictures Studios in Hollywood, but spilled across the sprawling city in the form of panel discussions, musical performances and private dinners. All in all, the fair attracted an estimated 30,000 visitors, including gallerists, collectors, and plenty of art-savvy celebrities and industry insiders, including Brad Pitt, Annie Leibovitz and Raf Simons.

“Our conversations with leading figures here showed that the time was right to create an international moment that focuses on LA and brings people here from all over the world,” said Victoria Siddall, director of Frieze Fairs.


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