During the third weekend of August, the streets around Santa Fe Plaza are filled with tens of thousands of visitors for Santa Fe Indian Market. The stars of the plaza are the artists and their booths, which beckon collectors who come from all around the world to browse the copious amounts of art that fills the streets. But discerning visitors know there is also much more to market than the booths.
A dancer with the Duncan Family at the 2025 Santa Fe Indian Market. Photo by Kitty Leaken.
This year the Southwestern Association for Indian Arts (SWAIA) will present a wide range of complementary events related to its annual market. For executive director Jamie Schulze, this additional programming allows richer and more complex narratives to unfold from the margins of the market. “This is a storytelling opportunity. Market is an important place to share these stories. It’s where people can learn from the actual artists, who then have an opportunity to tell their personal stories, as well as those of their communities,” Schulze says. “It’s an incredibly connective way to learn about these people and where they come from. Art is a great equalizer, and it reminds us that we are all human beings who are able to connect to each other on an individual basis.”
Schulze encourages visitors to speak to the artists, ask questions and listen. “It can be profoundly moving,” she adds.
SWAIA executive director Jamie Schulze at the 2025 best of show ceremony. Photo by Kitty Leaken.
Fritz Casuse (Navajo (Diné)) with some of his work at the 2025 market. Photo by Kitty Leaken.
The 104th market kicks off on August 14 with the best of show ceremony and luncheon at the Santa Fe Community Convention Center. This ticketed event, which runs from 11:30 a.m. to 2 p.m., is the only opportunity visitors will have to see all of the award-winning artwork under one roof. The ceremony also features the announcement of all the best-of-class ribbons and the award for best of show. The works will remain on view for a separate sneak peek event from 2 to 4 p.m., and then a general preview from 4:30 to 6 p.m. Also on August 14 is the Sacred Sites Roundtable Discussion at the Museum of Indian Arts & Culture. The discussion will focus on the Muscogee Nation’s fight to protect Oce Vpofv (Hickory Ground) and explores how Native artists and communities use storytelling to defend sacred sites. The discussion starts at 1 p.m.
Aydrian and Alexa Rae Day at the 2025 SWAIA Native American Regalia Showcase. Photo by Kitty Leaken.
On August 14 and 15 is the Get Indigenous Film Festival, which will take place at several locations, including the Museum of Contemporary Native Arts and the New Mexico History Museum. One of the featured films this year is the documentary Maara’yam: The Yuhaaviatam Story, hosted by the Yuhaaviatam of San Manual Nation.
The gala and live auction will take place on the evening of August 15 at the Santa Fe Community Convention Center. It will include a fashion component featuring fashion designers Patricia Michaels (Taos Pueblo) and Jamie Okuma (Luiseño/Wailaki/Okinawan/Shoshone-Bannock). Dancer and singer Baby Opie (Cree/Anishinaabe) will perform with surprise Native American musical performers. Additionally, there will be a culinary experience curated by Chef Pyet DeSpain (Prairie Band Potawatomi Nation), founder of Pyet’s Plate and winner of Gordon Ramsay’s culinary competition, Next Level Chef. The live auction component will include works from artists such as Isaiah Begay (Navajo (Diné)), Rebecca Lucario (Acoma Pueblo), Frederica Antonio (Acoma Pueblo), Adrian Stevens (Ute/Shoshone Bannock/San Carlos Apache) and Sean Snyder (Navajo (Diné)/Ute), among others. Proceeds of the sale benefit SWAIA.
Model Olli Iacono wears new designs from Jimmy Dean Horn (Chickasaw), who will be one of the fashion show designers. Image courtesy Jimmy Dean Horn. Photo by Eric Cousineau.
Golga Paul Oscar (Yup’ik Nation) at last year’s market. Photo by Kaela Waldstein.
On Sunday, August 16, is the Native American Regalia Showcase from 9 to 11 a.m. in the Santa Fe Plaza. Rounding out that afternoon, right as the market starts to wind down, is the SWAIA Native Fashion Show that will take place starting at 3 p.m. at the convention center. This year’s designers are Himikalas Pamela Baker (Squamish/Kwakiutl/Tlingit/Haida), Jimmy Dean Horn (Chickasaw), Jontay Kahm (Plains Cree), Devon Tso (Navajo (Diné)), Desmon Pack (Plains Cree) and Stephen Paul Judd (Kiowa/Choctaw).
Additionally, Schulze notes that this year’s market will also feature more community collaborations and information booths, particularly around Cathedral Park.
For a full schedule and tickets, visit www.swaia.org. As always, the market itself is free. —
Around the Market
Friday, August 14, 11:30 a.m.- 2 p.m.
Best of Show Ceremony & Luncheon
Santa Fe Community Convention Center
Tickets: $258
Friday, August 14, 1-2:30 p.m.
Sacred Sites Roundtable Discussion
Museum of Indian Arts& Culture
Tickets: TBD
Friday, August 14, 2-4 p.m.
Best of Show Sneak Peek
Santa Fe Community Convention Center
Tickets: $104
Friday, August 14, 3-5:30 p.m.
Get Indigenous Film Festival Featured Documentary Screening
New Mexico History Museum
Tickets: TBD
Friday, August 14, 4:30-6 p.m.
Best of Show General Preview
Santa Fe Community Convention Center
Tickets: $52
Friday, August 14, 6-8 p.m.
Get Indigenous Film Festival Feature Film
New Mexico History Museum
Tickets: TBD
Saturday, August 15, 8 a.m.-5 p.m.
Santa Fe Indian Market
Santa Fe Plaza
Free
Saturday, August 15, 11 a.m.-1 p.m.
Get Indigenous Film Festival IAIA Brunch & Filmmakers Panel
Museum of Contemporary Native Arts
Tickets: TBD
Saturday, August 15, 5-9 p.m.
Santa Fe Indian Market Gala & Live Auction
Santa Fe Community Convention Center
Tickets: $413
Sunday, August 16, 8 a.m.-5 p.m.
Santa Fe Indian Market
Santa Fe Plaza
Free
Sunday, August 16, 9-11 a.m.
SWAIA Native American Regalia Showcase
Santa Fe Plaza
Free
Sunday, August 16, 1:30-3 p.m.
SWAIA VIP Fashion Show Pre-Party
Santa Fe Community Convention Center
Tickets: Free with 1st and 2nd Row fashion show tickets
Sunday, August 16, 3-4 p.m.
SWAIA Native Fashion Show
Santa Fe Community Convention Center
Tickets: $32-$310
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