From Ice Cream to Sneakers: The Rise of 'Gastrofashion' Collaborations

A growing trend known as 'Gastrofashion' is seeing fashion brands team up with food and beverage companies to produce clothing and accessories inspired by popular consumables. This phenomenon, which merges culinary brands with apparel, is manifesting in diverse ways across the global market.

Japanese fast-fashion giant Uniqlo is collaborating with Langnese, known for ice cream brands like 'Cornetto' and 'Solero,' to release T-shirts featuring iconic ice cream flavors. Similarly, Jägermeister, the herbal liqueur brand, has partnered with Flowers for Society to launch limited-edition sneakers named 'the Curt,' paying homage to the brand's founder, Curt Mast. These sneakers are produced in Portugal on a made-to-order basis.

Academics Adam Geczy and Vicki Karaminas describe this trend in their book 'Gastrofashion: From Haute Cuisine to Haute Couture.' They explore the parallels between the food and fashion industries, noting how luxury brands like Balenciaga are incorporating supermarket chain logos, such as Erewhon, onto their products. The popularity of branded tote bags, like those from Trader Joe's, also falls under this umbrella.

The concept extends beyond just food items, encompassing what is termed 'Zizmocore,' named after a New York dermatologist whose merchandise became popular. This trend reflects a broader cultural interest in brands that evoke nostalgia and familiarity, translating them into wearable fashion statements.

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From Haute Cuisine to Haute Couture