London art brokerage Aurum Fox, which exclusively represents Canadian painter Greg Deda, showcased his work at a London Fashion Week event on 19 September. The firm served as the Official Art Partner for the 'This Is Icon' runway show and gala, held at The Brewery on Chiswell Street.
Deda's original oil and mixed media paintings were on display throughout the evening. Additionally, two of his artworks were reinterpreted as dresses and featured on the runway, bringing his Toronto studio creations to a fashion audience.
The event, which included a designer runway, awards, live music, and a private auction, attracted buyers, stylists, press, and influencers. This audience differs from the collectors who typically view Deda's work at Aurum Fox's Chelsea gallery.
Aurum Fox states that it manages Deda's market by controlling the release of his work and does not sell prints or editions. The firm aims to build demand for Deda's art through wider exposure, such as the fashion week event.