Food Inspired Fashion: Fashion’s Obsession With Food
Is the Fashion industry playing with food?
Over the years we have seen fashion and food colliding. Food has been seen as a symbol of status. Food has also been used as a marketing strategy to awaken people’s senses with the use of colour and textures and flavours.
Brands are using food to incorporate their marketing of fashions of fashion gives a sense of quirkiness and fun that apparently Gen Z loves. Brands showing their personality by using food creates a sense of being playful and its different. Sensory marketing is used to make products look appetising; it draws people in as it looks weird but pleasant at the same time. Its cheeky and is making fashion less serious and more fun.
Social media is definitely a factor for food being fashion, it creates a viral moment. For example, the Loewe tomato bag, Jonathon Anderson who former creative director for Loewe but is now with Dior created a tomato clutch in nappa lambskin all because a guy called Connor spoke about a tomato being so ‘Loewe’ and this art was created.
Loewe’s tomato shaped clutch bag
British designer Anya Hindmarch is also someone known for her interesting designs with bags and accessories. Its very witty and charming how she incorporates fashion and food.
Anya Hindmarch, Anya Brands Heinz Ketchup Mini Tote
Sequins in Red
£1,295.00 look here
Below here are different charms of food, cans and even soap, which again has that whimsical feel.
Anya Hindmarch, Anya Brands Frosted Flakes Clutch
Recycled Canvas in Blueberry Blue
£895.00 look here
Anya Hindmarch also has a café and an ice cream project. The fashion industry recognises that people may not be able to afford to buy the luxury items these brands produce however, through food they are able to have a taste of luxury. We see this with Prada with their Prada Caffé at Harrods. With these brands the cafes and pop up of food, they are aesthetically pleasing so they draw people’s attention, and they want to take pictures and post on social media and again have a taste of luxury that they can afford.
Moschino has always been iconic with adding food references to their fashion. From Jeremy Scott’s inspiration of McDonald’s and turning it into dresses and bags to now with pizza bag and watermelon bag.
Moschino Watermelon bag – £770.00 look here
“Unique watermelon- inspired bag construction. The raised panels provide a tactile experience that mimics
the fruit’s uneven rind. The seeds are meticulously rendered in a glossy contrasting print, adding a touch of realism to the design. A playful and iron”.
Moschino Pizza bag – £735.00 look here
“Boston-style bag in soft suede, with a unique detachable belt that gives an extra touch of elegance to this vintage-inspired piece.” Moschino.
Final Thoughts
Creative directors would be inspired by junk food and create these unhealthy food accessories or clothing but more now have incorporated more healthier options. Food has always been a part of fashion and continues to be a part of fashion. It creates a more entertaining and enjoyable approach to fashion as a lot of these products are very realistic and seem edible. This type of artistry creates a refreshing and animated vibe for people.
Between the two we get a feel of an emotional connection of the items we use daily. The public may value the items more and it is something that a lot of people can relate to. Fashion and food collaboration surprises the public it will always be seen a fun out of pocket experience with a hint of luxury, and we experience food through art which leaves quite an impression.