POIRET X Laure Prouvost in Frieze London 2023
POIRET is the artisan beauty brand with Haute Couture ideals, which modernly inherits the heritage of French fashion house PAUL POIRET.
POIRET not only pursues tailored beauty with exquisite quality but also presents elaboratively crafted products.
Luxury cosmetics brand POIRET has announced its participation as the official global partner in the prestigious art fair ‘Frieze London 2023’, taking place in London from the 11th to the 15th of October, opening its POIRET lounge at the Regent’s Park fair to introduce the brand in Europe.
For its global debut, POIRET is pleased to announce a collaboration with acclaimed artist Laure Prouvost. The collaboration transforms POIRET’s spaces at Frieze into platforms for Prouvost’s social project ’Oui Grow’, which celebrates the values of freedom and connection with nature by supporting the trespassing of plants in urban environments from her studio in the municipality of Molenbeek, Belgium. During Frieze London, as an introduction to her project, packets of bee-friendly wildflower seeds are offered to guests and meant to be sown in any environment to see them grow. Visitors are invited to support the Oui Grow cause through donations.
To launch the collaboration, Prouvost has selected two works to display in the POIRET lounge at Frieze London. Monteverdi ici (2018), was filmed at an artist residency at Monteverdi, a resort in the Tuscan countryside. The back of the artist’s body is seen intercut with images of leaves, flowers and insects, conjuring a space for the viewer to imagine that which is not in front of them. The tapestry A sign of God (2021) draws on a performance Prouvost gave at the Wysing Art Centre in 2014, where the artist reported four vegetables falling from the sky in a moment of wonder. These works explore moments of sensorial experience, inner worlds and the liberation of the body and language, with motifs of flowers, vegetation and the natural world gesturing to the mission of Oui Grow.
Just as the brand’s namesake founder, French designer Paul Poiret, sought to liberate women through his creativity, POIRET admires in Prouvost’s work a spirit of breaking free from conventions and challenging perceived ideas about female nature.
The lounge will also showcase POIRET's curated makeup collection, featuring uniquely crafted products with delicate formulations, colors, luxurious gold tones, and packaging that replicates the texture of leather.
In sync with its global debut, POIRET will launch its official e-commerce site. Customers experiencing the products on-site can instantly purchase through the provided QR code within the lounge, with delivery available to over 30 countries worldwide, including North America, Europe, China, and Japan.
Aligned with its participation in Frieze London, POIRET plans to become the official global partner at next year's Frieze LA and Frieze New York, laying the groundwork for expansion in Europe and North America.
Frieze, where art enthusiasts gather from around the world, provides POIRET with an unparalleled opportunity to showcase our luxury content and artistic values, says POIRET.