Fashion and culinary pleasure now practically run side by side. And the number of stylists that re-interpret food is increasing.
Based on the message “food for all,” Frankie Morello developed a new line of clothing in which food was metaphor for authenticity, naturalness, quality, and aesthetic pleasure.
The collections of the American designer Jeremy Scott often refer to donuts, hamburgers, candy, and French fries. Gallo developed the limited edition Gallo D’O socks that pay homage to chef Davide Oldani. The socks include images of the spoon/fork skeleton key and the Espoon designed by the Milanese chef, in vivacious colours like electric blue, orange, turquoise, and sky blue. These bright colours inspired the chef to develop two new recipes: toasted flour puff pastry with sauce, and a sauce that becomes sorbet and vice versa.
The eccentric Fashion Food trend calls for the realization of edible creations. For example, small garments made of onion that must be stored in the fridge instead of in closets.
The tailors at Etro “cooked” a collection that was “beautiful enough to eat”. After renting a kitchen and preparing some dishes, the creative team photographed and printed them on T-shirts, jackets, pants, and sneakers, a true tribute to the true Italian culinary tradition.
The city of Milan is becoming a real wine and food centre with fashion playing a lead role.
Giorgio Armani opened three locales: the Japanese restaurant Nobu located within the Emporio Armani Store, the Emporio Armani café, and the restaurant and lounge in the Armani Hotel. The luxurious Armani Dolci pastry also carries his signature.
Roberto Cavalli has also opened his Just Cavalli Café in Milan, a high-class location for eating among the elite or for high-society events. Other noteworthy spots in Lombardy include the Ristorante Trussardi Alla Scala and Trussardi Café, as well as the fashion gourmet luxury locales built by Gucci and Bulgari.
Fashion magazines have not escaped the attraction of food. And in Dubai, Vogue opened the exclusive Vogue Café.
The addition of restaurants and cafés in clothing stores naturally has a strategic objective: customers spend more time in the stores and therefore increase the likelihood that they will see something they like and purchase it. Food shops, on the other hand, have the possibility of widening their customer base with people looking to relax with a good gelato or pastry.
Businesses in the United States are leading the way. The Saks department store in Chicago opened a Sophie’s restaurant and there are plans for others in San Juan and New York. The casual brand Tommy Bahama has exponentially increased sales ever since it added restaurants to its stores.
So, fashion and food is such a winning combination? It would seem so. The consulting firm Baum+Whiteman estimates that stores with restaurants can generate 2.5 times the sales per square meter.