Echo Soho art fair to debut at Frieze London 2025 for women-led galleries

A new art fair called Echo Soho, focusing on women-led galleries, is set to debut during Frieze London 2025 at Artists House in Soho, offering a platform for under-represented artists through an accessible model founded by India Rose James of Soho Revue, with confirmed exhibitors including Pipeline and Gillian Jason Gallery alongside special presentations and the Soho House Prize.

Echo Soho's 2025 Debut

Echo Soho will run from October 16th to 19th, 2025, at Artists House, a studio building in London's Soho district. The fair's name draws inspiration from the mythological figure Echo, a nymph whose voice continues to be heard long after she spoke—symbolizing the fair's mission to amplify overlooked voices in the art world.artsy

The event will feature a comprehensive program including workshops, curatorial walkthroughs, and performances. Confirmed exhibitors include London spaces Pipeline and Gillian Jason Gallery, as well as online dealers Wondering People. A special presentation titled "Resonant Space: Curating Echoes" will be staged in the chapel space by the Association of Women in the Arts (AWITA), featuring works selected through an open call that closes on July 30th, 2025. The fair will also present 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.sohostudio+1

India Rose James' Vision

India Rose James, the founder and director of Soho Revue gallery, brings a deeply personal approach to her curatorial vision. After studying Fine Art at City & Guilds, James pivoted from creating art to championing emerging artists, establishing Soho Revue in 2019 as a platform that operates on a reduced commission structure to better support artists. "I only really work with artists that I would add to my own collection," James explains, emphasizing that passion drives her programming choices.ipagency+2

James has consistently prioritized female representation in the art world, with Soho Revue proudly representing solely female artists and featuring women in 80% of its exhibitions. This commitment manifested in shows like "Femme Ate" (2021), which reclaimed Soho's history of showcasing women, and "Thesmophoria," supporting the Women for Women's Afghanistan relief fund. Through initiatives including a print studio, The Revue Club networking events, and The Revue Residency, James has created a comprehensive infrastructure supporting artists at every career stage while bringing creative energy back to Soho—a mission she describes as her "calling."thewickculture+2

Artists House Venue

Artists House, a Georgian townhouse owned by Soho Estates, serves as both the venue for Echo Soho and home to Soho Revue's residency programme. The space will be thoughtfully configured for the fair, with 12 gallery booths arranged in the upstairs ballroom and a bar with concept store on the lower level. After the fair concludes, the booth spaces will be repurposed as studios for artists in residence preparing for the following year's event.thevinylfactory

The venue offers practical advantages for participating galleries with stands ranging from six to nine square meters and prices starting at an affordable £850 for the smallest option. To further support exhibitors, the Echo Soho team provides comprehensive assistance including installation help, on-site art handlers throughout the event, and professional booth photography—allowing galleries to focus primarily on bringing their art and staffing their spaces.thevinylfactory