Thinking
Are food and drink brands taking notes from the fashion world?
As London Fashion Week rolls around and Burberry takes over a North London greasy spoon in a quintessentially British collaboration
As London Fashion Week rolls around and Burberry takes over a North London greasy spoon in a quintessentially British collab, I’ve been thinking a lot about the synergies between the fashion and food worlds…
💧Drop culture. This hype-driving mechanic has leapt from the streetwear scene to our plates. From the East London bakeries with round-the-corner queues, to the sell-out success of Prime energy drinks. Scarcity drives demand, and we’re seeing this play out far and wide in food and drink.
🛒Haul content. Times have changed, and while it’s not cool to over-consume, the sharing of shopping has made the leap from non-eco friendly fast-fashion hauls to mouthwatering peeks inside grocery shops. Case in point, the 500m+ views of ‘Erewhon Hauls’ on TikTok.
🍟Fast Food x Fast Fashion. From Greggs hoodies to Lidl sliders, food & drink brands are tapping into the cultural cachet of wearing what you eat. So popular was the German supermarket’s first drop, that some re-sellers cashed in on over £3,000 for bundles of Lidl trainers, socks and tees.
And, the doyenne of supermarket chic, Anya Hindmarch launches her next-gen bag with Tesco and Morrisons in time for LFW, fashion and food have never felt closer.
