A new boutique art fair called Echo Soho, dedicated to women-led galleries, will debut in London from October 16 to 19, 2025, running alongside Frieze London. Founded by gallery owner India Rose James, the fair will take place at Artist’s House on Manette Street, featuring 12 exhibitors across two floors of a Georgian townhouse. With stand prices starting at £850 and booth sizes from 20 to 30 square feet, Echo Soho aims to lower barriers for mid-sized and emerging galleries, offering support with installations, art handlers, and booth photography. Confirmed participants include Pipeline, Gillian Jason Gallery, and Awita, with support from Soho Estates, Soho House, and Cass Art.
This fair matters because it addresses the underrepresentation of women-led galleries in the art market, providing a more accessible and complementary platform to major events like Frieze London. By reducing costs and logistical burdens, Echo Soho could empower smaller and emerging galleries, fostering greater diversity and female representation in the art world. Its debut also highlights the growing trend of satellite fairs that create alternative spaces for mid-tier and underrepresented participants, potentially reshaping the dynamics of London's art fair ecosystem.