Fashion brands are increasingly turning to food as a creative tool in their marketing strategies. This isn’t just about making us hungry; it reflects a broader shift towards experiential branding, where fashion is about creating a lifestyle that engages all the senses.
For example, Fendi once sent pasta as an invitation to one of its shows, staying true to their Italian roots. Similarly, Burberry recently partnered with Normans Café London, a cult British café known for its nostalgic take on British classics. The “glazed donut skin” trend, popularised by Hailey Bieber herself, is directly referenced through her visuals of glossy, syrupy foods, often shown dripping, melting, or glistening, mirroring the finish of their skincare products.
Branded food and drink provide a playful, nostalgic, and highly Instagrammable way for labels to connect with audiences. These edible moments become instant social media content, giving campaigns longevity far beyond the physical event and simply looking cool.