Aurum Fox, the Official Art Partner for THIS IS ICON at London Fashion Week, showcased original paintings by Canadian contemporary artist Greg Deda on 19 September. During the event, an original abstract painting sold for £45,000 in a private live auction, following a recent sale of another Deda canvas for £35,480 at Lyon & Turnbull.
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The live auction, conducted by Edward Rising, previously a Senior Auctioneer at Sotheby's, was part of an initiative to bring Deda's artwork to a broader audience beyond traditional salesrooms. Two of Deda’s paintings were also transformed into runway dresses and presented during the fashion event.
This auction came after Deda's piece "Afternoon Tea," a 2012 oil on canvas measuring 66 x 66 cm, realized £35,480 in a sale at Lyon & Turnbull on 12 August 2023. The piece, which had an estimate of £2,000 to £3,000, was highlighted by international art platform HENI as having sold for 1600% above its estimate. It was initially acquired for about £8,000 and later sold privately for around £20,000 before being auctioned.
Deda remarked on the significance of his smaller canvases gaining visibility in such a prominent venue, expressing surprise at witnessing his work walk down a London runway. His previous sale at Tate Ward in September 2025 included the piece "Abstract Awakening II," which sold for £50,000 against an estimate of £40,000 to £60,000.
Aurum Fox, established by Kazi Hoque, is a fine-art brokerage based in Chelsea, specializing in the works of Greg Deda. The gallery focuses on art acquisition, valuation, collection management, and facilitating private sales, having placed £46.2 million worth of art with collectors.