[MATCHESFASHION](https://www.matchesfashion.com/us/) celebrated its second year of a global partnership with Frieze Art Fair with a week-long celebrity-packed itinerary during Frieze Los Angeles. Upon its return MATCHESFASHION created an immersive and interactive lounge at the fair. The week’s schedule included film screenings, floral and photography installations, an interactive photo booth and a tea tasting ceremony with experts from the fashion, art, design, music and film worlds. MATCHESFASHION also expanded it’s concept witha self contained store in store, curating a best of selection at [MASS Beverly](https://www.massbeverly.com). The pop-up bridged the worlds of fashion and design, “Our platform represents the power of beauty as expressed through design, architecture, art and fashion, and its ability to impact life,” said Mary Ta, co-founder of MASS Beverly and MATCHESFASHION Brand Ambassador.
Kickstarting the week of fun on Tuesday, February 11, [Air Mail](https://airmail.news/), [Lehman Maupin](https://www.lehmannmaupin.com/) and MATCHESFASHION invited industry insiders, designers and friends to watch a screening of LA-based photographer and filmmaker Alex Prager’s, Play the Wind, at the newly opened West Hollywood Edition. Following the short film screening, which was introduced by actress Riley Keough -- a supper on the rooftop terrace with guests such as Alex Prager himself, Lucy Boynton, Spike Jonze, Waris Ahluwalia, Sandra Bernhard, Lisa Marie Fernandez, Casey Fremont, Stefano Tonchi and Eric Ray Davidson.
The following day, MATCHESFASHION co-hosted its Frieze launch party with [Hauser & Wirth](https://www.hauserwirth.com/) whilst celebrating the gallery’s openings of exhibitions by Lucio Fontana, Nicolas Party, August Sander and Frieze Los Angeles presentation of new works by Avery Singer, accompanied by food and cocktails provided by Manuela restaurant and music from DJ Jihaari Terry. The Wednesday night events welcomed the likes of Sam Taylor-Johnson, Aaron Johnson, Nikolas Haas, Djuna Bel, Paloma Elsesser, De Se, Phoebe Vickers, Luchita Hurtado, Olivia Lopez, Ruby Aldrige, Paul McCarthy, Henry Taylor, Lorna Simpson, Nicolas Party, Avery Singer, Gary Simmons, Mary Weatherford, Jonas Wood, Eddie Ruscha, Zoya Cherkassky and Diana Thater
Thursday, MATCHESFASHION and [Birkenstock](https://www.birkenstock.com/us) co-hosted the celebratory launch of the first Birkenstock 1774 collection with stylist Leslie Fremar at the MATCHESFASHION lounge on the backlot of Frieze LA. The collection will be available exclusively from MATCHESFASHION until it’s global release March 1. There, Charlize Theron, Leslie Fremar, Chloe Grace Moretz, Rashida Jones, Ezra Koenig, Nicola Peltz, Usher, Jonathan Saunders, Ana Khouri, Amalia Ulman, Jeremy Scott, Julie de Libran, Nicholas Kirkwood, Langley Fox Hemingway, Tania Fares, Victoria Siddall, Bettina Korek and Hans Ulrich Obrist all showed in attendance.
Taking a break on Friday, MATCHESFASHION reconvened in their lounge Saturday, February 15, where [WARDROBE.NYC](http://wardrobe.nyc/) designers Josh Goot and Christine Centenera hosted drinks to celebrate the brand’s installation at Frieze LA. Guests included Hailey Bieber, Christine Centenera, Josh Goot, Joel Edgerton, Julia Fox, Jen Atkin, Jayne Min, Dani Michelle, Adam Linder, Jessie Andrews and Mike Rosenthal.
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