Cover Pleats Please by Issey Miyake, SS12/13
Pleats Please by Issey Miyake, SS12/13
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From popcorn-lined runways to viral tomato bags, the intermingling of food and fashion has seen various iterations across history, including brands like Loewe, Jacquemus, and Staud
The profound connection between sustenance and attire is seeing a rise in popularity together in recent years. Both food and clothes are widely regarded as forms of art and a way for people to express their identity. The merging of the two has seen various innovative iterations, and we're here for it.
There are theories around why the blend of food and fashion is become more and more prominent—the economic state of the world and the rising price of groceries, and the historic use of clothing and food as economic indicators might give you a little insight.
Many high fashion brands are actively playing into food as an accessory, a marketing campaign, and everything in between. We've seen multiple viral food-fashion moments (hello Loewe tomato and Lady Gaga’s meat dress), and these are some of our top picks for the best food moments in fashion, where collaborations elevated food to the realm of couture.
In case you missed it: Oscars 2025: 11 iconic fashion moments from past ceremonies
Issey Mikaye's Pleats Please 20th Anniversary campaign
Pleats Please by Issey Miyake, SS12/13
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To commemorate the 20th anniversary of Pleats Please—the instantly recognisable collection from Issey Miyake that officially became its own line in 1994—an iconic ad campaign depicting everyday food items with the signature pleated fabric was born.
Conceived and executed by Japanese-based desiger Taku Satoh Design, shot by Yasuaki Yoshinaga and designed by Shingo Noma, the campaign won a JAGDA award in 2013, and has since been archived as one of the best fashion campaigns with food.
The Loewe tomato
One of Loewe’s most memorable food moments started with the viral ‘Loewe Tomato’ moment last year, where a user shared an image of a beautiful heirloom tomato that was ‘so Loewe’. A few days later, Loewe creative director Jonathan Anderson, shared a video of a freshly minted bag inspired by that very tomato.
Loewe is no stranger to blending the different art worlds, incorporating food elements across all aspects of their brand, from bag charms and candles, to elaborate dinners with spectacular settings.
The Staud sardines
Above The Staudines bag from Staud
The Staudines bag from Staud
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LA brand Staud is known for its accessories, specifically their shoulder bags, and made waves when they came out with a beaded design recreating a tin of fish.
It was a timely release—every girl online was vying for a piece during the ‘girl dinner’ phase of TikTok. The sardine bag is still available for sale online now, and still guaranteed to turn heads. Since then, Staud have launched a few more food-forward designs, including a very popular tomato bag.
Jacquemus' Galeries Lafayette Pop Up Invitation
Jacquemus is no stranger to a viral marketing campaign. For a fashion showcase in Galeries Lafayette in Paris, the brand sent out edible invites to their guests that subsequently made the rounds on Pinterest. The branded butter was an ingenious way of marketing the Jacquemus pop-up, which also featured their signature larger-than-life version of toast, and a coffee shop.
Meshki’s noodle apparel
Dressmaking is an evolving art, and it is evolving with... noodles? Meshki generated a huge amount of hype online over their use of handmade noodles in the shape of their clothing. This special approach was a combination of all the Gen Z keywords: cute clothes, TikTok, and pasta. It was born to be a hit, and Meshki have since claimed their territory in this corner of food and fashion.
Calvin Klein's popcorn runway
A$AP Rocky at the Calvin Klein show (Image: Samantha Nandez/BFA.com)
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At New York Fashion Week in 2018, food became more than just an afterthought or accessory. Snow Xue Gao’s show took place in a Chinese restaurant, and Celiné served up tiny pastries that looked like rocks.
Calvin Klein took it to the next level by transforming the New York Stock Exchange and filling it with popcorn, which guests sat in and models walked on. Its relevance to the show was questionable, but the buzz created was undeniable, with stars such as Eva Chen and A$AP Rocky taking pictures in a carpet of popcorn.
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Keandra's expertise lies within writing deep dives into the culture and anthropology of food, sometimes with a philosophical twist. With a background in London's F&B consultancy scene, she's excited to be back in KL to champion the local dining scene.
