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Fashion brands are increasingly featuring food in their ad campaigns as a way to tap into a surging trend in eating experiences and a shifting perspective on food as a luxury.
Why It’s Delicious: Fashion advertising is always centered around the “it” happening of a generation. In the 90s, it was nice homes. In the aughts, it was nightlife. In today’s economy, where eggs cost an arm and a leg and scoring a hot restaurant reservation is cutthroat, food-centric experiences are about the coolest thing out there.
Between the Snacks: Michael Scanlon, chief creative officer of creative agency Chandelier, told The Business of Fashion that “food has become a status symbol.”
- Food has taken a starring role in recent campaigns for Saint Laurent, Prada, Burberry (which should honestly make their own berry), Jacquemus, LOEWE, FILA, and many others.
- The ads aren’t just showing off fresh fruits, buttered toast, and chocolate ganache (feeling hungry yet?) but also featuring celebrities from the food world — like Neiman Marcus did with restaurateur Michael Chow and chef influencers like Nara Smith.
- Food and beverages are even making in-store appearances — like NY label Khaite’s custom Miller High Life bottles labeled “the cashmere of beers,” and sneaker brand Axel Arigato serving cinnamon rolls in honor of its Swedish roots.
Last Bite: The lines between fashion and food have blended in recent years. Luxury brands like Gucci, Louis Vuitton, Dior, and Ralph Lauren have opened high-end restaurants and cocktail bars. Meanwhile, trendy restaurants have released reservation spots and limited-edition menu items, including streetwear drops, turning hunger into hype. Miles Canares, founder of streetwear and fashion festival Family Style, even said he started the event after noticing the same people in line for Supreme and LA hot-chicken shop Howlin’ Ray’s — a tasty Venn diagram.
Prediction: We wouldn’t be surprised if celebrity chefs soon get tapped to design capsule collections to deepen the relationship between food and fashion.
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