In recent years, a surprising ingredient has found its way into fashion advertising: food. From high-end luxury labels to streetwear brands, food imagery is becoming a visual staple in campaigns designed to capture consumer attention. But why are so many fashion houses suddenly pairing handbags with pastries or couture with cappuccinos?
The answer lies in the powerful, universal appeal of food.
A Recipe for Relatability
Food, like fashion, is a cultural marker. It can symbolize indulgence, comfort, aspiration, or tradition, often all at once. In a market saturated with polished visuals and unattainable aesthetics, food adds a layer of warmth and accessibility. By incorporating culinary elements, fashion brands create campaigns that feel more grounded and relatable without losing their aspirational edge.
According to The Business of Fashion, this trend is deeply aligned with the rise of “foodie culture,” particularly among Millennials and Gen Z, who often see food as both identity and experience. These consumers gravitate toward brands that feel human and culturally attuned, and food imagery offers a shortcut to that emotional connection. Source: BoF – Why Food Is Everywhere in Fashion Advertising
Fashion’s Culinary Turn: Campaign Examples
Gucci, known for its whimsical
Photo: Gucci
and vibrant aesthetics, released a campaign where models are seen enjoying brightly colored popsicles. The result? A visually rich tableau that blends luxury with summer nostalgia. The food becomes more than a prop, it serves as an emotional anchor.
Prada has leaned into breakfast motifs, featuring scenes with croissants, espresso, and sleek morning rituals. These vignettes don’t just sell clothing, they sell a lifestyle that feels both luxurious and lived-in.
Louis Vuitton went maximalist with a campaign showcasing a lavish banquet table laden with fruits, pastries, and ornate tableware. The imagery suggests not just opulence, but community and celebration, connecting fashion to sensory experience.
These campaigns demonstrate how food can enhance storytelling, evoke emotion, and build brand identity in new and unexpected ways.
Photo: Chanel
The Sensory Advantage
There’s also a psychological component at play. Food evokes the senses: taste, smell, touch. Fashion, traditionally a visual medium, benefits from this multisensory association. When a viewer sees a model biting into a juicy fruit or sipping from a porcelain cup, they’re invited to imagine themselves not just wearing the clothes, but living the life.
Beyond Aesthetic: Strategic Storytelling
Photo: Jacquemus
This isn’t just about aesthetics, it’s strategic branding. In an era of social media, content needs to be thumb-stopping. Food imagery, especially when vibrant, quirky, or indulgent, performs well on platforms like Instagram and TikTok, where visual storytelling drives engagement.
Brands like Jacquemus, for instance, have gone viral for surreal, food-themed campaigns: think handbags the size of a baguette or fashion shows staged in wheat fields. These moments aren’t just about selling garments, they’re about creating cultural moments.
Conclusion: Feeding Fashion’s Future
By fusing fashion with food, brands are crafting campaigns that feel more intimate, inclusive, and sensory. In doing so, they’re expanding the emotional landscape of fashion marketing, moving beyond aspiration toward genuine connection.
As consumers continue to crave content that feels real and resonant, don’t be surprised if your next favorite fashion ad comes with a side of snacks.
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