There’s something interesting occurring with fashion and food lately, and I don’t mean it’s being avoided at all costs.
We’re used to seeing unexpected collaborations in the fashion world – it is, after all, an excellent way of promoting a label, procuring extra revenue and giving creative types a good challenge. But fashion is edging into a new frontier, and couture and cuisine are finding themselves parked at the same breakfast table. This month has seen Richard Nicoll collaborating with Tropicana, and now Maarten van der Horst for Total Greek Yoghurt. Bizarre? Perhaps, but then fashion and brunch sit very nicely together, just ask anyone milling in Mayfair around midday.
So, for the ultimate au fait feast, here’s the recipe some of our best known designers have followed so far:
Orange Juice, or Richard Nicoll for Tropicana
This juicy collaboration came freshly squeezed earlier this month, with the launch of Trop 50, the new fashion-friendly, low-calorie breakfast drink du jour. Nicoll re-imagined his famous ‘Stella’ design in an orange (of course) print, and fifty copies were made to sell in support of Fashion Targets Breast Cancer.
Greek Yoghurt, or Maarten van der Horst for Total Yoghurt
When given a design brief by Total Yoghurt this month to create the ultimate lunch pot for the fashion conscious woman on the go, Van der Horst created the ultimate in cuisine couture, a Black and Blum lunch pot with his own print. 100 exclusive pots have been created, with proceeds going to Action for Children.
Louis Vuitton Bananas
Not technically a collaboration, but when Chilean/Japanese artist Kazuki Guzmán started etching the Louis Vuitton logo onto bananas, the fruits of his labour became a must-see meme circulating the internet. Still, it’s an idea Marc Jacobs surely keeps in mind when he isn’t busy designing for Diet Coke.
Toast by Lulu Guinness
Circa 2010, Lulu Guinness changed the fashion face of breakfast forever with her limited edition Lulu Guinness for Comet toaster. If you failed to pick one up at the time, then consider your fashion credentials burnt.
Still thirsty for more? How about a side order of Jason Wu’s tap water?
Not recent, but still one of the greatest and weirdest fashion collaborations of all time. Jason Wu’s 2006 collaboration with Brizo saw fashionable faucets drenched in excitement. Think of it as hydration haute couture.
…So what’s next on the fashion/food collaboration agenda? Will the glitterati be scrambling for Jonathan Saunder’s designer eggs (let’s hope not). Will Katrantzou/Kellogs see screen-printed frosties? It feels like this is one trend that will keep us salivating for some time yet…