Poiret, the artisan beauty brand that embraces the essence of Haute Couture, proudly carries forward the legacy of the renowned French fashion house, Paul Poiret. With a commitment to delivering tailored beauty of exceptional quality, Poiret has made its global debut at the prestigious art fair, Frieze London 2023. During the event, the brand introduced its exclusive Poiret lounge, providing visitors with a glimpse into the world where luxury cosmetics meet fine art.

In a remarkable collaboration, Poiret partnered with acclaimed artist Laure Prouvost to transform its Frieze London spaces into a platform for Prouvost’s socially significant project, ‘Oui Grow.’ The project revolves around celebrating freedom and connection with nature by supporting the infiltration of plants into urban environments, all from Prouvost’s studio in Molenbeek, Belgium. As part of this initiative, visitors to the lounge received packets of bee-friendly wildflower seeds to sow in their environments, contributing to the cause and symbolizing the growth of freedom and nature in urban spaces. For this extraordinary collaboration, Laure Prouvost selected two of her works to be displayed in the Poiret lounge. Monteverdi ici (2018), a visually captivating piece, was filmed during an artist residency at Monteverdi, a Tuscan countryside resort. The artwork combines images of Prouvost’s body with leaves, flowers, and insects, encouraging viewers to imagine beyond the visual. Additionally, the tapestry A sign of God (2021) references a unique performance by Prouvost at the Wysing Art Centre in 2014. In this performance, she recounted a surreal moment when vegetables seemed to fall from the sky. Both pieces explore sensory experiences, inner worlds, and the liberation of the body and language, with motifs of flowers, vegetation, and the natural world echoing the mission of ‘Oui Grow.’

The spirit of breaking free from conventions and challenging preconceived notions about female nature is a common thread that ties Prouvost’s work with the brand’s namesake founder, French designer Paul Poiret. Just as Paul Poiret sought to liberate women through his creative designs, Poiret sees in Prouvost’s work a parallel spirit of challenging conventions and inspiring personal freedom.
The Poiret lounge is not limited to art alone. It also offers a glimpse into the brand’s meticulously curated makeup collection, featuring uniquely crafted products with delicate formulations, an array of luxurious colors, and packaging that replicates the luxurious texture of leather. The POIRET collection reflects the same dedication to quality and craftsmanship that the brand’s fashion heritage has always represented.

In line with its global debut at Frieze London, the brand also launched its official e-commerce website, enabling customers to purchase their products with ease. Visitors to the lounge can instantly purchase products through provided QR codes, with delivery available to over 30 countries worldwide, including North America, Europe, China, and Japan.

Poiret’s participation in Frieze London is just the beginning of its global engagement. The brand plans to become the official global partner at next year’s Frieze LA and Frieze New York, marking the first step towards expanding its presence in Europe and North America. It’s clear that Poiret’s commitment to combining art and beauty has made a striking impression at Frieze London 2023, and its vision for the future extends far beyond the event.

@poiret.official