Matchesfashion.com’s Fashion Frieze Frames
Matchesfashion.com’s pop-up shop at Frieze New York featuring panel discussions, talks and workshops, along with women’s and men’s wear, was like a life-size petri dish for a wide range of artists and other creative voices to intersect with fashion at the behest of the e-commerce site. Chief executive officer Ulric Jerome and Matchesfashion chief brand officer Jess Christie sat side by side on stools strategically positioned over an air-conditioning grate on the floor of the pop-up shop, which was retaining the heat of late afternoon sun streaming through a wall of glass. Matches has a lot invested — financial and otherwise — in artists and other creative types, who are conversation-starters, creative juice-stimulators, and loyalty-builders for customers and potential clients. The London-based site is ratcheting up its artistic involvement, bringing an exhibition to the Serpentine Galleries in June of the work of Faith Ringgold, who last Wednesday participated in an afternoon tea, along with Hans Ulrich and Yana Peel. “The higher the emotion, the higher the spend,” said Jerome. “The more human, authentic and emotional, you get more loyalty.” Stephen Galloway performance at Matchesfashion.com at Frieze New York. Ringgold, he said, is “a trendsetter. We’re trying to provide a bridge with the products we sell.” Jerome
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