MATCHESFASHION seems to have mastered the art of fashion with its immersive lounge at Frieze London this year. The coveted art fair, which ran until 6 October, also saw the luxury fashion retailer run a program of events both at the fair and at their permanent Mayfair residence, 5 Carlos Place.

“We want to bring a sense of enjoyment back to retail. This was the philosophy behind 5 Carlos Place and by collaborating with Frieze, we can highlight our unique mix of content, commerce and community,” MATCHESFASHION Chief Brand Officer, Jess Christie, said in a release.

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The week-long schedule featured talks, installations, performances, and a runway show with leading names from the worlds of art, design, fashion and human rights, including artists Marc Quinn and Tschabalala,  and designers Craig Green and Roksanda, among others.

The London activation is the third in a series of global partnerships with Frieze, with the first taking place in its Los Angeles iteration in February this year, followed by the one New York in May. For each fair, MATCHESFASHION commissioned a unique and location-specific program of events. “We have created a program of cultural conversations and events that will inspire our customers and initiate new connections,” added Jess.

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Images: Supplied