Alexander McQueen to sponsor Frieze

Alexander McQueen has been announced as the new

associate sponsor for Frieze London, the contemporary art fair that takes place from October 17 to 20 in Regent’s Park, London.

The partnership, thought to be a first for the brand, cements the British label’s long-standing interest in the art world, and during the event its London stores will showcase art curated by London gallerist Sadie Coles.

Jonathan Akeroyd, CEO of Alexander McQueen said: “Frieze brings together the most exciting galleries from around the globe and Alexander McQueen supports and shares their vision in making contemporary art more accessible and engaging for the public.”

Amanda Sharp of Frieze added: “From its beginning, Alexander McQueen has captured the aesthetic imagination of the times. I can’t think of a company that has more consistently bent convention, merging art and fashion in the most imaginative of ways. It is a great privilege to join forces with them.”

The art fair will house more than 150 galleries from around the world, and the main sponsor is Deutsche Bank, which is returning for the tenth consecutive year. Previously Swedish fashion chain Cos has supported the Frame section of the art fair, an area dedicated to solo artist presentations.