Food took fashion’s crown.

Where fashion once reigned supreme, food has emerged as a new expression of personal identity and luxury, often serving as social media bragging rights. The oversaturation of fashion, driven by fast production cycles, e-commerce accessibility, and social media’s relentless trend churn created a cultural fatigue where fashion no longer held the status it once did. In December 2022, we predicted the shift, advising readers that the way to consumers’ hearts was now through their stomachs. We mentioned the cult status food franchises were quickly taking on. Fast forward to February 2023, when we reinforced food as the new fashion, adding interiors to the narrative. The manifestation is apparent today, where the lines between food and fashion are all but erased—from fashion brands using food motifs, such as the Heinz ketchup bag and Loewe’s fruit basket collection, to the popularity of food as the ultimate flex, as seen with the viral $17.50 cookie sensation. Food imagery, even in makeup packaging like Benefit’s whimsical designs, taps into this growing intersection between culinary and style-conscious culture. This trend will likely evolve as brands across industries dive deeper into integrating food into lifestyle experiences. As luxury houses like Dior and LVMH continue to create cafes, coffee bars, and sought-after sweets, we expect more brands to follow suit.

NEXT INDUSTRY TO GET THE FOODIE FIX: Beauty & Wellness

THERE'S MORE TO THIS STORY, READ THE REST HERE