The Habit of Art: When the Fair Becomes the Runway

Seoul boasts a thriving local gallery community and high-quality museums

What happens when an art fair doubles as a fashion show? At Frieze Seoul, the line between collector and catwalker is getting blurry.

As covered in The Financial Times, Frieze Seoul isn’t just about the art on the walls—it’s about the looks in the aisles. The crowd is younger, bolder, and dressed in labels you rarely see at European fairs. Think dramatic silhouettes, streetwear-meets-haute couture, and the occasional nod to K-pop glam. It’s less “art dealer” and more “editorial spread.”

Frieze

Fashion has always hovered around the art world—but here, it’s center stage. “If it’s Paris, I’m always in Chanel. If it’s Milan, I wear Milanese designers,” one collector says. In Seoul? It’s a free-for-all—and it’s fabulous.

Frieze Seoul is proving that dressing for the fair is its own form of cultural commentary. Style isn’t just an accessory—it’s part of the artwork.

Installation view of Timothy Taylor’s booth at Frieze Los Angeles 2025. Photo by Casey Kelbaugh. Courtesy of Frieze and CKA.

Inspired by “The Habit of Art” by Harriet Quick, published in the Financial Times.