Fashion And Food: A Weirdly Delectable Collaboration

Karl Lagerfeld’s Chanel Supermarket or Jeremy Scott’s Moschino X McDonald’s collection, Gucci Osteria or Ralph Lauren’s Polo Bar – fashion and food have always had a phenomenally indulgent connection, but this year, we have had this delicious partnership evolve into something significantly prominent and essential. As food became the new IT symbol, we had many more streetwear and F&B team-ups, high-fashion cuisine craze, and delectable prints and accessories dominating the world of fashion and food alike. This offbeat yet flavoursome combination continues to be a success as it presents an opportunity to stand out and reach a wider audience with hype, whimsy, and nostalgia.

With Gen Z turning food into a daily luxury and an integral part of personal expression, food (and drinks!) isn’t simply something to be consumed anymore – it has now become something to be celebrated, curated, and coveted. And as the fashion circuit released the prominence of food as THE status symbol, we saw a myriad of fashion-meets-food collaborations happen that featured both niche and luxury brands partnering with a more mass name to catch the mass market, cultural clout, and high-fashion scene with creative designs, pop-culture influences, and meme-able aesthetics. Like Kate Spade X Heinz capsule collection inspired by the ketchup, Chopova Lowena × Hellmann ‘Margaret Bag’ featuring a jar of the famous mayonnaise along with a Victorian silver spoon and a vintage blue charm, Fendi X Chupa Chups’ lollipop holder leather charm with an exclusive box of five cacao-vanilla Chupa Chups X Fendi lollipops, Kate Spade X M&M’s collection of jewellery, bags, keychains, and coin purses that resemble the bite-sized, colourful chocolate candies and its packaging, and Crocs X McDonalds collection featuring clogs, socks, and Jibbitz with the favourite McDonalds characters – along with a collaboration-special Happy Meal. And let’s not forget, Balenciaga’s Erewhon collaboration, featuring an exclusive juice and merch, as part of its Pre-Fall’24 presentation in Los Angeles after its much viral Lay’s Chip leather clutch in 2022. This collaboration was a rather campy tribute to the wellness-obsessed celebrity culture of Los Angeles. 

(L-R) Kate Spade X Heinz, Chopova Lowena × Hellmann, and Fendi X Chupa Chups

(L-R) Kate Spade X M&M’s, Balenciaga X Erewhon, and Crocs X McDonalds

Besides these global flavourful collaborations, we have also had Indian designers and brands partner with everyone’s favourite F&B brands to pique the interest of fashion enthusiasts and day-to-day consumers alike. For instance, Starbucks X Manish Malhotra’s limited-edition drinkware collection that featured exquisite motifs inspired by centuries-old craftsmanship and the rich cultural heritage of Kashmir. And yes, this collaboration was preceded by the Starbucks X Sabyasachi collaboration in 2022. Then, there’s much-talked about Huemn X Lay’s collaboration that presented a balance of Lay’s playful codes and Huemn’s edgy style with a fresh and bold collection of sweatshirts, t-shirts, and bodysuits in a vivid palette. With the launch featuring an interactive treasure hunt, the brand loyalists were intrigued and curious as a few of Lay’s packs were packed with the exclusive Huemn merchandise as an element of surprise. Having previously collaborated with Pepsi, Huemn certainly knows the potential and distinctiveness of this fashion and food meet-up. 

Starbucks X Manish Malhotra

Huemn X Lay’s

Yes, it’s no longer about looking like a snack, it’s all about carrying and wearing one. And this proliferation of food-themed clothing and bags signifies a feast of good taste all year around. Speaking of tasteful fashion treats, how about Moschino’s baguette and celery ‘bags’ packed in Moschino (obviously!) bakery paper ‘bag’? This brought Moschino’s irreverent spirit to the forefront, creating a fresh yet viral moment across social media. And there’s more on this buffet of absurdist food-shaped bags, courtesy of Loewe’s sumptuous collection of vegetable bag charms and pendants and the magnificently detailed asparagus tureen bag inspired by antique Chelsea porcelain tureens. Between this galore of veggies, there’s also the much-famous Loewe Tomato Clutch Bag that went from a viral meme to a fashion collectible. And by bringing in the trompe l’oeil detailing and craft into this delicious partnership, these bags aren’t just mere curios anymore, but objets d’art that do happen to be useful sometimes.

(L-R) Moschino Baguette, Celery, and Bakery Paper Bags and Loewe Asparagus Tureen Bag

Loewe Tomato Clutch

The food-as-fashion phenomenon has been so appetizing that it has even impressed the design palette of jewellery brands to elevate tasteful treats to dazzling jewels – case in point: fruity charms for lockets by Loquet, Silvia Furmanovich’s mushroom earrings in carved topaz and rock crystal, Jessica McCormack’s spaghetti-inspired collection – Carmela in diamonds and gold, the martini ring by Stephanie Gottlieb with three peridots as the twist and Cartier Grain de Café collection inspired by coffee beans with a twist of French Riviera glamour. Truly finger-licking goods!

(L-R) Silvia Furmanovich Mushroom Earrings and Jessica McCormack Carmela Diamond Spaghetti Necklace

(L-R) Cartier Grain de Café and Stephanie Gottlieb Martini Ring

Whilst many brands have joined in this very yum phenomenon, there happen to be two fashion brands that have carved out a niche for themselves over the years in absurdist food designs – Anya Hindmarch and Rachel Antonoff. Antonoff has a whole separate collection, titled ‘Edibles’ to get you to indulge in your culinary fantasies and rep your favourite food with shirts, sweaters, dresses, pyjama sets, and more. Think vivid veggie and pasta prints, breakfast treats, and classic cocktail graphics to make sure you wear your cravings on the sleeves, literally. Like Antonoff, Anya Hindmarch also has a dedicated collection, Anya Brands as part of which they have turned favourite household names – KitKat, Coca-Cola, Perrier, Frosties, and McVitie’s – into artful accessories. A part of the V&A permanent collection in London, this distinctive line turns everyday, ordinary essentials into an extraordinary range of mini totes, clutches, candles, charms, and more. Continuing with the celebration of cult food brands, Hindmarch also has the much-loved The Ice Cream Project, which completed its third edition this summer, serving unexpectedly delicious ice creams and sorbets – inspired by items typically found in the pantry rather than the freezer, such as savoury sauces, condiments, biscuits, and even, olives. And well, not so surprisingly, they also happen to have Anya Cafe at the London flagship, The Village, where you can get breakfast, lunch, early evening drinks, and specially created AH cakes and biscuits. Think classic British cafe but with trademark Anya humour. 

Rachel Antonoff’s All-Over Farfalle Print

Anya Hindmarch Kellogg’s Mini Totes and The Ice Cream Project 2024

With flattering foodie fits sorted, it’s time for flattering high-fashion feasts with your favourite luxury fashion houses. Post-pandemic, venturing into culinary experiences has become a major popular move for brands to boost the brand appeal and equity and give consumers a new opportunity to interact with the brand with the intention of more store visits and digital moments, case in point: the virality of Ralph’s Coffee & Bar and Prada Caffè, Harrods all across the social media, Aimé Leon Dore’s Cafe Leon Dore that joined the viral culture with its Freddo Cappuccino and Espresso, and Louis Vuitton’s library cafe, Le Café Louis Vuitton and Le Chocolat Maxime Frédéric at Louis Vuitton at the recently-opened NYC store that has caught the attention of fashion connoisseurs for its luxe ambiance and food menu with everything – from food to crockery- featuring House motifs and emblems. Being an extension of the brand culture and aesthetics, these restaurants and cafés become a hotspot for beloved clients, connoisseurs, and aspirational consumers, making way for their long-term popularity and stability in the notoriously challenging hospitality space. And Bar Luce (Fondazione Prada, Milan), Blue Box Cafe (Tiffany & Co, NYC), Restaurant Monsieur Dior and La Pâtisserie Dior (Avenue Montaigne Paris), Armani Ristorante & Caffè (Milan, Tokyo, Munich, Paris, Doha, Dubai, Mumbai, and Cannes), and Gucci Osteria (Florence, Beverly Hills, Tokyo, and Seoul) are few of those iconic fashion X food spaces that continue to give a well-rounded culinary experience involving art, culture, taste, and of course, fashion.

(L-R) Ralph’s Coffee & Bar and Prada Caffè (Harrods)

(L-R) Le Café Louis Vuitton (NYC) and Le Chocolat Maxime Frédéric at Louis Vuitton (NYC)

Closer home, in India, we have designers, brands, and restaurants that have likewise chosen this route to creatively tasteful collaborations, such as Good Earth’s 28th birthday collaboration with Miam Pâtisserie to create four petite entremets inspired by their signature motifs – pomegranate, poppy, banana tree, and sun and Yauatcha’s festive season dessert collection of macaroons, bonbons, and petit gateaux (crafted in nine flavours each) inspired by Tribe By Amrapali’s navratna collection. This isn’t Yauatcha’s first foray into a fashion-meets-food partnership, as they have previously partnered with Manish Malhotra and Papa Don’t Preach. Well, Yauatcha surely understands that we all deserve a sweet and chic treat occasionally. 

(L-R) Good Earth X Miam Pâtisserie and Yauatcha X Tribe by Amrapali

The love for food is universal and shareable, and so, is the allure of luxury (and fashion). And yes, the fashion and food coupling has forever focused on driving a sense of newness, fun, and delight with experiences built on culture, storytelling, and emotions – after all, the journey from coffee to couture, dress to dessert, and bag to baguette is about a sensorial plunge into the fantastical cosmos of luxury. Bon appétit à la mode! 

All Images Courtesy of Respective Brands

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