How the Art World became the true style heroine
Weren’t we once enchanted by fashion shows, only to find ourselves now slightly fatigued by them—especially when hosted by those once-beloved maisons?
Even more tiresome, perhaps, are the characters lingering in front rows and foyers, dressed to the nines in full runway regalia, armed with insider knowledge and a camera-ready pose. A little too perfect, a little too polished—borderline caricatures of the very brands they aim to celebrate.
Where, one wonders, did the ease go? The quiet confidence? The true sense of style that whispered rather than shouted?
Somewhere along the way, the poetry of fashion was traded for performance.
And maybe—we played a role, too. Weren’t we flattered when hand-picked parcels of prêt-à-porter arrived at our doorsteps, curated with care and affection? Back then, the pieces felt like an extension of our wardrobe, not an instruction manual. We wore them à notre façon, and that was the magic.
But something has shifted.
Lately, I find more inspiration in the hallways of art fairs than on catwalks. Whether at Art Basel in Miami or the quiet grandeur of BRAFA in Brussels, it’s the people who bring the art to life—the collectors, the gallerists, the curious onlookers. Their style? Surprisingly unstudied. Delightfully unexpected. And, most of all, real.
Fashion might still be there. But its soul?
You’ll find it in a gallery, quietly admiring a sculpture. Not screaming for attention, just being.
The IRMA Guide to Art Fair Dressing – Because art is not the only thing worth curating.
TEFAF Maastricht
IRMA’s Note: Think old-world grandeur meets the discerning collector.
Style Cue:
Navy wool coats, vintage Hermès scarves, leather gloves folded just so.
A velvet cape, perhaps? Yes — but only if it whispers, never shouts.
Impression to Leave: “I own several Vermeers. And a private library in Antwerp.”
Art Basel Switzerland
IRMA’s Note: Swiss efficiency meets global chic. It’s not minimalist — it’s precise.
Style Cue:
Tailored linens, ice-white shirts, the quiet luxury of Loewe.
A linen blazer that survives both midday heat and glacial air-con.
Impression to Leave: “I summer in Zurich, but I buy art in Basel.”
Frieze London
IRMA’s Note: A thinking woman’s wardrobe. Sartorial irreverence with academic notes.
Style Cue:
Reworked trench, vinyl trousers, a borrowed-from-Bloomsbury aura.
Layer vintage Comme des Garçons with Soho scuffs and charm.
Impression to Leave: “I wrote my thesis on postmodern sculpture. In Margiela.”
Frieze Seoul
IRMA’s Note: Gloss and glamour — and labels, darling. Precision-dressed to the nines.
Style Cue:
Glass-skin makeup, Balenciaga tailoring, Chanel brooches with a wink.
Silk shirts, sculptural earrings, and a bag no one else can get.
Impression to Leave: “My look is curated. So is my art portfolio.”
Art Basel Miami Beach
IRMA’s Note: Here, fashion is performance. Excess becomes an art form.
Style Cue:
Sequins at breakfast. Sunglasses at night. A dress that could double as neon light art.
Your sandals should be flat. Your look? Elevated.
Impression to Leave: “I bought a Basquiat. And wore Versace while doing it.”
Frieze Los Angeles
IRMA’s Note: A polished nonchalance, with West Coast ease and European references.
Style Cue:
Art-student silks, draped trousers, a Miu Miu flat that works the whole fair.
Chalayan conceptuality meets Erewhon casual.
Impression to Leave: “I meditate. I invest in sculpture. I wear Issey Miyake.”
Zona Maco Mexico City
IRMA’s Note: A riot of colour, a celebration of culture — fashion here dances.
Style Cue:
Embroidered jackets, radiant tailoring, something borrowed from Frida’s garden.
Bright shoes, local jewellery, and the courage to stand out.
Impression to Leave: “I came for the contemporary art, stayed for the mezcal.”
Art Basel Hong Kong & Shanghai Art Week
IRMA’s Note: East-meets-West sophistication, with surprises in every sleeve.
Style Cue:
Architectural silhouettes, origami folds, wearable philosophy.
Nails as sculpture, hats as punctuation.
Impression to Leave: “My wardrobe is an art installation.”
IRMA’s Timeless Art Fair Essentials
• A fabulous yet functional jacket (preferably vintage)
• Flat designer shoes that endure miles of booths
• One eccentric piece: A brooch, a scarf, a surreal hat
• A small notebook for sketches, quotes & secret booth numbers
• Red lipstick (just in case the lighting is bad)
And IRMA says…
“You can be whoever you want to be in an art fair. Just don’t upstage the art — unless you are the art.”
