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The shifting market for luxury: can legacy brands navigate new trends and buyers?

Bénédicte Épinay, president and CEO of Comité Colbert, is organizing 'Hidden Treasures,' an exhibition of French luxury brands at The Shed in New York in late May 2025, timed after Frieze art fair and auction week. The show features 96 French luxury brands, 17 cultural institutions, and six European luxury brands, including Musée du Louvre, Balenciaga, Louis Vuitton, and Cartier. The initiative is part of a broader cultural diplomacy strategy, following a similar exhibition in Shanghai in 2024 that helped reduce tariffs on cognac. The article also notes shifting luxury market dynamics, with strong US sales growth projected at 8% in 2026, while Europe remains stagnant, and emerging markets like India show new wealthy buyers driving auction house growth.

TEFAF New York 2026: Contemporary Gains Ground

TEFAF New York 2026 is set to feature a stronger contemporary art presence, signaling a shift in the fair's traditional focus on Old Masters and antiques. The event will expand its contemporary offerings, attracting a broader range of galleries and collectors.

Frieze New York 2026 Reports Major Sales and Acquisitions

Frieze New York 2026 closed its 15th edition at The Shed on May 17, drawing 25,000 visitors from 75 countries and featuring 68 galleries from 26 countries. The fair reported strong sales across market levels, including seven-figure transactions such as El Anatsui's *LuwVor I* sold by White Cube for $2.2 million and Georg Baselitz's *Stunde der Nachtigall* sold by Thaddaeus Ropac for €1.4 million. The inaugural Sherman Family Foundation Acquisition Fund enabled acquisitions by the Brooklyn Museum and the Baltimore Museum of Art, with works by Bettina, Reika Takebayashi, Seba Calfuqueo, and Joanne Burke. Several galleries, including Johyun Gallery and James Cohan, reported sold-out or near-sell-out booths.

New York Art Week 2026 Frieze And TEFAF Report

New York Art Week 2026 featured major art fairs including Frieze New York at The Shed, which drew 25,000 visitors from 75 countries and launched the Sherman Family Foundation Acquisition Fund, placing works by four artists into the Brooklyn Museum and Baltimore Museum of Art. TEFAF New York at the Park Avenue Armory presented over 90 international galleries across historic period rooms, while satellite fairs Independent, NADA New York, and 1-54 Contemporary African Art Fair offered focused alternatives. Auction houses Sotheby's, Christie's, and Phillips opened free spring sale previews featuring highlights such as Roy Lichtenstein's 'Anxious Girl' and the Lewis Collection.

Frieze New York 2026 Sales Report & Contemporary Art Market Trends

Frieze New York 2026 concluded with significant sales activity, as galleries reported strong demand for blue-chip contemporary works. The fair featured a mix of established and emerging artists, with notable transactions including major paintings by living artists and secondary market pieces. Dealers noted a cautious but steady market, with collectors focusing on high-quality, investment-grade works.