ARTFUL MCQUEEN: Alexander McQueen will become an associate sponsor of the contemporary art fair Frieze London, in the first partnership of its kind for the brand. The fair runs from Oct. 17 to 20 in Regent’s Park.

“Frieze brings together the most exciting galleries from around the globe, and Alexander McQueen supports and shares their vision in making contemporary art more accessible and engaging for the public,” said Jonathan Akeroyd, the brand’s chief executive officer.

This story first appeared in the September 7, 2013 issue of WWD. Subscribe Today.

The Alexander McQueen London stores will also showcase art curated by the London gallerist Sadie Coles during Frieze week.

Amanda Sharp, cofounder and codirector of Frieze, said of McQueen, “I can’t think of a company that has more consistently bent convention, merging art and fashion in the most imaginative of ways.”

The fair will house more than 150 galleries from around the world, and the main sponsor is Deutsche Bank.

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