The Italian sausage, which had been specially flown in from Bologna and, weighing 1.5 tons, had to be maneuvered into the store using a crane. Welcome to the world of extreme food styling.
PARIS — More so than the giant chandelier hung up on the Avenue des Champs-Élysées or the symphonic orchestra serenading guests with Nineties hits, the most talked-about part of the Galeries Lafayette Champs-Élysées opening party in March was a 4-meter-long mortadella.
“In settings that can be a little bit charged — most fashion events, design or art events — I enjoy using food as an instant ice breaker,” said the food artist, who has been working in the field for the past seven years and counts buzzy fashion brands Simone Rocha and Ganni amongst her clients. While creative food styling has always been popular with fashion events, brands are increasingly tapping chefs, food artists and set designers to turn the simple act of feeding a crowd into a multidimensional experience.
“As there are so many fashion events, a brand really needs to stand out,” she said. “One way to do this is to offer a full, multisensory experience, both gustative and visual but above all Instagrammable.” “There was no kitchen on site, so we had to get creative,” recalled Alix Lacloche, the French cook who created the quaint breakfast scene, complete with thrifted ceramics and huge vintage flour sieves doubling as breadbaskets. While Paris-based artisans, such as Le Petit Grain boulangerie for croissants, provided most of the food, the hot chocolate and fresh almond milk were homemade.
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