A new art fair spotlighting women-led galleries will launch in London this October. Echo Soho, founded by India Rose James of Soho Revue, will run from October 16th to 19th at Artists House, a studio building in Soho. The satellite fair, which will take place during Frieze London 2025, is designed to support under-represented artists and emerging galleries with practical services and a financially accessible model.
“I have been wanting to start an art fair for years, and after being encouraged by friends in the industry and fellow female-led gallerists, I decided to take the plunge,” said James in an interview. “Having run Soho Revue since 2019, I know firsthand how difficult it can be to build and push your gallery and yourself onto an art fair stage.” Participating galleries will receive support, including on-site art handling, booth photography, shared VIP lists, and PR services.
Echo Soho is the latest in a growing number of “alternative” art fairs, boutique events that reject the traditional convention center format. Examples include Minor Attractions, which is held in the Mandrake Hotel and recently announced its third edition during London’s Frieze Week 2025. Others include Basel Social Club (in Basel) and Esther (in New York), which continue to offer alternative experiences to collectors during major art fair weeks.
The fair’s name draws on the mythological figure Echo, a nymph whose voice is heard long after she spoke, a reference that reflects its mission to amplify overlooked voices. Echo Soho’s programme includes workshops, curatorial walkthroughs, and performances.
A special presentation by the Association of Women in the Arts (AWITA) will be staged in the chapel space. “Resonant Space: Curating Echoes” will feature work selected from an open call, supporting the launch of AWITA’s inaugural research scholarship. Other confirmed exhibitors include London spaces Pipeline and Gillian Jason Gallery, and online dealers Wondering People.
The fair will award the Soho House Prize, selected by Kate Bryan, global director of art at Soho House, and Jack Lazenby, the members club’s art collection manager.
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