Toteme and CULTURED hosted a pre-Frieze week cocktail party at Toteme's Melrose Avenue flagship in West Hollywood. The intimate sunset gathering featured Ruinart champagne, Grey Goose martinis, and a curated collection of artworks by Swedish women artists, including pieces by Barbro Bäckström, Lisa Larson, and Alina Chaiderov. Guests included fashion tastemakers, arts patrons, interior designers, dealers, artists, and models, such as Christine Wuerfel-Stauss, Michelle Rubell, Yana Peel, Emma Webster, and Esther Kim Varet.
This event matters because it exemplifies the growing intersection of fashion, design, and visual art during major art market weeks like Frieze Los Angeles. By bringing together a cross-section of creative professionals in a retail setting with curated artworks, Toteme and CULTURED reinforce the trend of lifestyle brands and art publications acting as cultural conveners, blurring the lines between commerce, hospitality, and art appreciation. The gathering also highlights the role of Los Angeles as a key hub for art-world social networking during Frieze week.