Food and fashion—two seemingly unrelated aspects of life—have found an unexpected harmony in recent years. Luxury brands, from Prada to Jacquemus, have embraced food as a key element in their storytelling, creating campaigns and visuals that celebrate the universal language of nourishment and indulgence. M

The Universal Appeal of Food

At its most basic level, food is a daily necessity. It transcends cultural and socioeconomic boundaries, offering a shared experience that is fundamental to human existence. Fashion, particularly luxury fashion, often represents the opposite—an aspirational world that is exclusive, unattainable, and wrapped in layers of artistry and craftsmanship.

This contrast between food’s universality and fashion’s exclusivity is precisely why the pairing works so well. By incorporating food into their visuals and campaigns, luxury brands tap into something everyone relates to, creating an immediate connection with their audience. As Elizabeth Goodspeed observed, “Sometimes there’s no product being advertised at all; the viewer simply sees a logo.” I would add: “and a craving.” Food doesn’t just communicate luxury; it evokes emotion. A perfectly plated dish, much like a couture gown, stirs desire, admiration, and aspiration.

Luxury Branding and Food: A Strategic Move

Luxury brands have long excelled at creating aspirational lifestyles. By associating their products with food—something that is inherently tactile and sensory—they amplify their emotional appeal. Consider Chanel’s recent campaign featuring macarons. While the ad isn’t selling a single macaron, it associates the Chanel brand with an aura of Parisian elegance, indulgence, and charm.

This strategy works because food imagery can plant a subconscious connection. A potential buyer may not be able to afford a Louis Vuitton handbag today, but if they’ve repeatedly seen the brand paired with delectable croissants or ornate cakes, the brand stays etched in their mind. When they eventually can make a luxury purchase, the brand becomes their first choice. This explains the countless social media videos of people unboxing their first luxury item, often beginning with sentiments like, “I’ve always dreamed of owning this.”

The Power of Food as a Medium for Creativity

Food also provides a unique canvas for creativity, allowing fans and creators to engage with brands in an entirely new way. Recreating a dish inspired by a Prada campaign, for example, is far more accessible than trying to replicate a Prada dress. Social media platforms like Instagram and TikTok are flooded with creators crafting Louis Vuitton-themed pastries, Jacquemus-inspired cocktails, or Loewe-branded cookies. These interpretations not only extend the reach of the brand but also humanize it.

In many ways, food democratizes luxury fashion. A person may never own a Chanel bag, but they can craft Chanel-inspired éclairs and become part of the brand’s story. This shared creativity fosters a sense of community and inclusion, transforming high-end fashion into something relatable and joyful.

Several luxury brands have masterfully used food in their campaigns, turning it into a recurring motif:

Miu Miu:

•Miu Miu’s campaigns often feature playful references to food, such as models holding oversized baguettes or lounging with plates of fruit. These visuals juxtapose high-fashion styling with everyday moments, creating a sense of whimsy.

Jacquemus:

•Known for his Mediterranean aesthetic, Simon Porte Jacquemus frequently incorporates food into his branding. From oversized bread props to lemon trees, his campaigns exude a sense of rustic elegance.

Louis Vuitton:

•The brand’s iconic monogram has found its way onto chocolates, cakes, and even coffee art. These food-inspired visuals are often crafted by fans and embraced by the brand, showcasing the playful side of Louis Vuitton.

Christian Dior:

•Dior’s partnerships with pastry chefs and bakers have resulted in intricate desserts inspired by the brand’s heritage. These collaborations reinforce Dior’s ties to French artistry and culture.

Loewe:

•Loewe’s recent campaign featured produce as a central element, blending earthy, natural textures with high-end materials. This alignment between nature and luxury resonated deeply with eco-conscious consumers.

Food, Fashion, and Social Media

The rise of social media has amplified the intersection of food and fashion, offering a platform for brands to experiment and for fans to engage. Platforms like TikTok and Instagram have become hubs for creators to merge these two worlds, resulting in viral trends like food-inspired outfits or desserts that mimic designer items.

Social media also fosters a cycle of engagement. A Jacquemus campaign featuring oversized bread, for instance, inspires fans to recreate similar visuals, which the brand may then repost. This interaction blurs the lines between consumer and creator, turning luxury branding into a collaborative experience.

The Emotional Connection

Food evokes a sense of nostalgia, comfort, and joy—emotions that align seamlessly with the aspirational messaging of luxury fashion. A campaign that pairs Chanel with a cup of coffee and a croissant, for instance, doesn’t just sell a product; it sells a feeling. It invites the viewer to imagine themselves in that moment, wrapped in the glamour and simplicity of Parisian life.

This emotional resonance is particularly powerful in the post-pandemic era, where people crave connection and comfort more than ever. By integrating food into their branding, luxury fashion houses tap into this collective yearning, creating visuals that feel both aspirational and grounded.

What This Trend Means for the Future of Fashion

The current obsession with food in fashion signals a broader shift in the industry. Luxury brands are increasingly looking for ways to connect with consumers on a deeper, more personal level. Food, with its universal appeal and emotional impact, offers the perfect medium for this connection.

Looking ahead, we can expect to see more connects between luxury fashion houses and food artisans, as well as an increased emphasis on sustainability. Imagine a Louis Vuitton campaign highlighting locally sourced ingredients or a Prada pop-up café featuring eco-friendly practices. These initiatives not only reinforce the brand’s values but also align with the growing consumer demand for authenticity and responsibility.

A Delicious Intersection

The blending of food and fashion is more than just a passing trend; it’s a reflection of how brands are evolving to meet the needs and desires of modern consumers. By pairing the universality of food with the exclusivity of luxury, fashion houses are creating campaigns that are not only visually stunning but also deeply resonant.

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