Food and fashion seem an unlikely pairing. While encouraging the consumer consumption of luxury goods, high fashion has long glorified thinness, with eating deemed almost taboo. In recent years, however, their convergence seems to be everywhere.
The worlds of clothing design and cuisine have deep and complex connections, a topic explored in The Museum at FIT exhibition “Food & Fashion” in New York City, as well as the accompanying book of the same title.
Half a century earlier, Christian Dior, one of the world’s most celebrated couture houses, published a cookbook as an ode to its founder’s love of rich French food. Significantly, both food and fashion express aspects of French cultural heritage that remain big business for the nation’s economy. Look no further than LVMH, established in 1987 on Champagne, cognac and opulent luggage, and now the world’s largest luxury conglomerate.
But when done right, collaborations between food and fashion brands not only expand the identity and consumer base for each company, can feed appetites for exclusivity in a retail culture that places high value on limited-edition product “drops.” Puma, for instance, has partnered with the candy company Haribo, as well as America’s oldest fast-food chain, White Castle, to produce playful, unique, and Instagram-able sneakers.
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