Dinners and Designers
By Lily Miro
In the ever-evolving world of fashion, designers are constantly seeking innovative ways to captivate their audience and create memorable experiences. In recent years, an intriguing trend has emerged – the intersection of fashion and food. Fashion designers are not only incorporating edible elements into their runway shows but also leveraging culinary collaborations in their marketing strategies. This fusion of two seemingly disparate realms adds a flavorful twist to the fashion industry, creating a feast for the senses that extends beyond the runway
Fashion designers have been pushing boundaries by transforming the runway into a multisensory experience, and one way they achieve this is by incorporating food into their shows. This can take various forms, from models carrying edible accessories to entire collections inspired by culinary delights. Designers have drawn inspiration from a wide range of foods, such as fruits, desserts, and even savory dishes, translating these influences into bold and creative garments.
For instance, iconic fashion house Moschino, under the creative direction of Jeremy Scott, has been known for its whimsical and playful designs that often feature food-inspired motifs. In Moschino’s 2022 Spring ready-to-wear show, models strutted down the runway adorned in dresses resembling colorful ice cream cones and accessorized with oversized candy necklaces, creating a visually stunning and delicious spectacle.
Additionally, every designer hosts various dinners to promote their work, sends food to their teams, and caters to benefits. But while most of this may seem like a trivial side of the industry, each designer chooses food that reflects their values and culture. From Ganni's use of pizza and beer in their light night parties (mimicking meals that can perfectly fit in their one-of-a-kind wrap dresses) to Gucci and Ralph Lauren opening their own restaurants (Gucci Osteria and Polo Bar), for decades, the fashion industry has used food to promote their unique styles.
On example of this intersection between fashion and food is Laila Gohar’s work catering major fashion events. Gohar does’t just cater, she makes art. Born in Egypt, Gohar characterizes herself as an “internationally recognized artist who works with food
as her creative medium”. She is credited with making beautiful prawn towers at a Ganni party, and her table of “pink-hued, crystal-mimicking sweets and treats” at a Simone Rocha dinner in Paris. Gohar’s use of food to tell a story about the brand or designer she is catering for brings together both foodies and fashion lovers. She makes a statement with her work, mimicking the statements that each designer makes with their clothes.
The intersection of fashion and food extends beyond the runway and into the marketing strategies of many designers. Collaborations between fashion brands and renowned chefs or food brands have become increasingly popular, creating a unique synergy that appeals to a broader audience.
In such collaborations, designers often release limited-edition collections that feature unique prints or designs inspired by the culinary world. These collections may also include exclusive packaging or merchandise that reflects the theme of the collaboration. For example, a fashion brand might partner with a chocolate company, resulting in a clothing line that features prints inspired by cocoa beans, accompanied by a special edition chocolate bar.
Beyond the aesthetic appeal, these collaborations often involve immersive experiences, such as pop-up shops or events where customers can not only shop the collection but also indulge in culinary delights related to the theme. This innovative approach to marketing helps fashion brands connect with consumers on a more personal level, leveraging the shared enjoyment of both fashion and food.