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At Frieze New York, which ran from 17 to 21 May, fashion and beauty brands were out in full force. Some, including Prada, ready-to-wear label RTA and skincare brand Dr Barbara Sturm, partnered directly with Frieze; others took advantage of the circus being in town to host unofficial events. There were pop-ups, collaborations, talks and product launches, as brands navigated different ways to capture the attention — and spend — of wealthy art lovers.
