-- Aurum Fox presented original paintings by Canadian contemporary artist Greg Deda at THIS IS ICON during London Fashion Week on 19 September, where an original Deda abstract sold for £45,000 in a private live auction.
Aurum Fox took part in the event as Official Art Partner. Deda paintings were exhibited throughout the evening, and two works were translated from canvas into dress form and shown on the runway.
The live auction was conducted by Edward Rising, who began his career at Phillips and later served as a Senior Auctioneer at Sotheby's. The £45,000 price was achieved at a private event rather than through a published auction-house sale.
Photo Courtesy by Aurum Fox
"Taking original paintings onto a fashion runway puts Greg's work in front of an audience that does not ordinarily sit in a salesroom. That is the point of the partnership."
The presentation followed an auction result in August. On 12 August 2026, Deda's Afternoon Tea, a 2012 oil on canvas measuring 66 x 66 cm, was offered at Lyon & Turnbull with an estimate of £2,000 to £3,000 and realised £35,480 including buyer's premium.
International art platform HENI reported the sale under the headline "Greg Deda Work Sells for 1600% Above Estimate at Auction", giving an international equivalent price of approximately $47,900.
According to records held by Aurum Fox, Afternoon Tea was first acquired on the primary market for approximately £8,000 and later changed hands in a private transaction for approximately £20,000 before being consigned to Lyon & Turnbull.
"Afternoon Tea is one of the smallest canvases I have painted. Seeing where it ended up, and then seeing two other paintings walk down a runway in London, was not a sequence I expected."
Deda's work was previously offered at Tate Ward in London in September 2025, where Abstract Awakening II, measuring approximately 152.5 x 122 cm, realised £50,000 including buyer's premium against an estimate of £40,000 to £60,000.
About Aurum Fox
Aurum Fox is an independent London fine-art brokerage and advisory specialising in works by contemporary artist Greg Deda. Founded by Kazi Hoque and operating from Chelsea, the gallery works with collectors on acquisition and sourcing, valuation and provenance, collection management and discreet private sales, and has placed £46.2 million in works with collectors. Art carries risk and values can fall as well as rise.
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