Trendsetters: Fashion Industry Embraces Culinary-Inspired Trend, #Foodstyle
Across civilizations, food and fashion have been employed as tools to showcase social status, spectacle, and cultural identity. In recent years, these two realms have intertwined in an unprecedented synergy.
On the catwalks, food-inspired collections have set the pace over the last decade. In 2014, Karl Lagerfeld transformed Paris' Grand Palais into a Chanel-themed supermarket. Designer Jeremy Scott, during his tenure at Moschino, frequently drew inspiration from fast food. He has said, "You name a type of food, and I've created a look around it."
Off the runway, the relationship between food and fashion has grown stronger, with numerous curious collaborations emerging. Some see these partnerships as mere marketing stunts, while others believe they signal a deeper shift in consumer behavior.
TikTok's 'foodcore' movement lies at the heart of this trend. Models often moonlight as culinary tastemakers, showcasing elaborate meals and stylized presentation. Nara Smith, with 9M followers, has gained popularity for her aspirational content, creating elaborate meals from scratch while dressed in pre-fall Chanel. Gabbriette, known for her home cooking videos, has garnered 3.5M views with a recreation of Erewhon's vegan blackout cake. Erewhon has become a cultural signifier, embodying consumer luxury and unattainable wellness amidst its high-priced smoothies.
Increasingly, food goes beyond satisfying hunger; it becomes a statement of identity. A study by Cassandra's Young and Hungry report reveals that more than half of Gen Z believe what they eat reflects who they are. The United Kingdom has seen veganism double in the past year, solidifying its status as the world's new vegan capital. Conscious eating is on the rise, with consumers favoring healthier, sustainable, and ethical options.
Social media organizes culinary trends and aspirations into aesthetically pleasing boards, with TikTok fast becoming the go-to platform for restaurant recommendations and recipes. As creators build personal brands around niche food content, the dining experience has transformed into a curated visual performance, with every bite meticulously planned for a digital audience.
Crocs' unlikely ascent from fashion pariah to Gen Z staple stems from collaborations with high-profile brands and designers, like Christopher Kane and Balenciaga. Its latest venture with McDonald's will soon bring limited-edition keychains to Happy Meals in 40 global markets.
Designer Nik Bentel is carving out a niche in absurdist food designs. His latest venture with Lidl elevates their best-selling bakery item into a Croissant Handbag, embodying ironic consumerism and appealing to Gen Z. Similarly, Greggs recently teamed up with designer and activist Dion Kitson to launch a kitsch jewelry line celebrating the bakery's beloved pastries. Both brands leverage their established brand resilience and loyalty to appeal to Gen Z through food merchandise.
Chopova Lowena made headlines at London Fashion Week with its Margaret bag, which features a jar of Hellmann's mayonnaise and a dedicated holder. The partnership aims to cement Hellmann's in high-impact cultural moments, with limited quantities available later this year at Dover Street Market London.
While these collaborations have been criticized for marketing gimmickry, their success in resonating with consumers cannot be denied. In a retail landscape obsessed with the ephemeral, collaborations offer a novel, culturally significant way to engage consumers and extend brand reach. Whether this marks a synergized future for both categories or a passing trend remains to be seen. However, the phenomenon may signal a positive change in how society views fashion, food, and body image, encouraging more holistic self-expression.
- Food and fashion, historically used to demonstrate social status and cultural identity, have recently merged in an unprecedented synergy.
- On the runway, collections inspired by food have gained popularity, with designers like Karl Lagerfeld and Jeremy Scott utilizing food themes in their designs.
- Beyond the runway, the relationship between food and fashion has intensified, leading to unusual collaborations.
- Some view these collaborations as mere marketing strategies, while others see them as a reflection of changing consumer behavior.
- TikTok's 'foodcore' movement is at the forefront of this trend, with models and influencers showcasing intricate meals and presentations.
- Food no longer solely satisfies hunger but serves as a means of self-expression, with Gen Z viewing their food choices as a reflection of their identity.
- Social media platforms like TikTok are driving culinary trends and recommendations, transforming the dining experience into a curated visual spectacle for a digital audience.
- Brands like Crocs, Greggs, and Chopova Lowena are leveraging Food and Fashion collaborations to appeal to Gen Z, extending their brand reach and engaging consumers in novel, culturally significant ways.
