A new initiative called 10% Of launches at Frieze London and Frieze Masters, inviting galleries to donate 10% of the sale price of designated works to the Gallery Climate Coalition (GCC). Nearly thirty galleries have signed up, including Gagosian, White Cube, David Zwirner, and Lisson, with works priced from £3,000 to £150,000. The scheme reframes a standard market gesture into an act of giving, offering extra visibility at the fair while supporting sector-wide climate action.
The initiative matters because it provides a tangible model for the art world to address its environmental impact amid a packed calendar of major fairs like Frieze and Art Basel. However, the article argues that such donations are not a silver bullet, calling out the continued use of private jets by prominent collectors and gallerists as the most damaging individual activity. The piece urges the sector to move beyond symbolic gestures toward systemic change in reducing emissions and waste.