BIRKENSTOCK and MATCHESFASHION celebrated the launch of the first 1774 collection with stylist Leslie Fremar at Frieze Los Angeles. To commemorate the launch, BIRKENSTOCK partnered with artist Amalia Ulman who transformed her work`Dignity´ into a photography experience and installation on the Paramount Studios backlot within the art fair.

Notable guests included Alfie Allen, Amalia Ulman, Ana Khouri, Bettina Korek, Cat Cora, Charlize Theron, Chloe Grace Moretz, Ezra Koenig, Hans Ulrich Obrist, Jeanne Yang, Jeremy Scott, Jonathan Saunders, Julie de Libran, Kelly Lynch and Mitch Glazer, Langley FoxHemingway, Leslie Fremar, Nicola Peltz, Olivier Zahm, Rashida Jones, Tania Fares, Trevor Moretz, Usher, Victoria Siddall, Waris Ahluwalia, David Kahan, CEO Americas, Birkenstock and  Klaus Baumann, CSO, Birkenstock.