Both food and fashion are fuelled by desire, so it’s hardly surprising that these worlds often collide – and nowadays it’s more so than ever! As snap-happy foodies flaunt their brunches on Instagram, chefs are promoted to celebrities, and the public goes gaga for shows like Bake Off, consumers expect more and more culinary adventure, surprise and showmanship. And the same could be said about fashion. The bomber jacket will rise and fall from favour, just as perfectly portrayed avocado toast will.
In a one-off catwalk show in Cannes, global real estate giant, JLL decked-out models in food and beverage laden creations like a cupcake dress, in order to highlight the ever-increasing significance of food in retail spaces. The company revealed that F&B operators have doubled the amount of floorspace they have taken in shopping centres in Europe over the last decade, boldly proclaiming that “eating is the new shopping.” (God forbid we should ever have to choose!)
Last year Zac Posen turned the 2D to 3D when he released a resort collection that was directly inspired by his own food photos on social media. Sinuous gold filigree transferred from plate to collar edge, the disorganised speckle pattern of quail eggs became a striking monochromatic print, and the intricate geometric patterns seen in fruit and veg were replicated in laser cut-outs on leather.
When Jeremy Scott was holding the reins for Moschino he sent his models sashaying down the catwalk clad in tongue-in-cheek McDonalds inspired garments, with bright yellow ‘M’s emblazoned on red backgrounds. And who can forget when Charlotte Olympia’s watermelon clutch and Anya Hindmarche’s Kellogg’s cereal bags made waves?
Nike is even creating foodie-fuelled footwear. Take its recent unveiling of the Nike SB Dunk Low “Starbucks” Premium, for example. The shoe features the Seattle coffee giant’s signature green colour scheme in its lining, while the outer presents a swirling brown pattern that’s sure to give any coffee-lover an abrupt craving. And if navy is the colour of the moment, then fried chicken is the food – which probably explains the April release of the Nike SB Premium Waffle: a waffle-patterned hi-top with dark brown syrup oozing from its swooshes.
Written by Thea Carley
