Fashion: Why Food Is Everywhere in Fashion Advertising

Why it is the topic trending:

• Peak in Foodie Culture: The heightened interest in food and dining experiences has reached a cultural zenith.

• Food as a Status Symbol: Getting reservations at popular restaurants and sharing food experiences has become a form of social currency.

• Conveying Luxury and Aspiration: In times of economic uncertainty, showcasing fresh, high-quality food can symbolize affluence and desirable lifestyles.

• Evoking Sensory Experiences: Food is highly sensory and can create tangible and real feelings in contrast to synthetic imagery.

• Universal Language: Food is a universally understood concept, making it a strong marketing tool for diverse audiences.

Overview:

The Business of Fashion article explores the increasing trend of using food and food culture in fashion advertising campaigns. Once primarily confined to lifestyle brands or used in experiential marketing like cafes, food is now appearing prominently in the imagery of high fashion houses and streetwear labels alike. The article suggests this trend is driven by the peak in foodie culture, where food has become a status symbol, and by the ability of food to evoke sensory experiences and convey luxury and aspiration, particularly during times of economic constraint. Brands are using food in various ways, from casual picnic settings to elaborate dinner parties, to connect with consumers and make their products more relatable and desirable.

Detailed Findings:

• Shift in Marketing Imagery: Brands like Saint Laurent, Jacquemus, Loewe, Prada, Burberry, Alaïa, Fila, and Axel Arigato are incorporating food into their advertising.

• Examples of Food Use: Campaigns feature picnics with fruitcake and tea, butter, toast, tomatoes, chocolate cake, and even marshmallow-inspired sandals.

• Food Culture Integration: Neiman Marcus’ Spring 2025 campaign featured chef-fluencers and restaurateurs around a dinner table.

• Sensory and Evocative Nature of Food: Food provides a tangible and real element in advertising, contrasting with often synthetic imagery.

• Status Symbolism: Access to and presentation of fresh, high-quality food communicates luxury and aspiration in the current economic climate.

• Universally Understood Language: Food serves as a relatable and easily understood element for diverse audiences.

• Connecting with Shoppers: Brands use food to make luxury items seem more interesting and "digestible."

• Signaling Abundance and Luxury: Throughout history, food in art has symbolized wealth, and this continues in modern fashion advertising.

• Shifting Focus from Object to Story: In an era where luxury goods are not inherently scarce, food helps build a story around the fashion object, conveying taste and experience.

• Unexpectedness to Familiarity: Initially, food in fashion ads was novel, but as it becomes more common, brands need to consider their specific aim.

• Brands' Aims in Using Food: To convey playfulness (Jacquemus), European refinement and masculinity (Aimé Leon Dore), irony (Saint Laurent), or nostalgia (various brands). Food’s colors and textures also serve as artistic elements.

• Beyond Visuals: Food and Beverage Experiences: Brands are creating events with elaborate food spreads and custom beverages.

• Food Companies Acting Like Fashion Brands: Restaurants and grocery stores are using scarcity and collaborations to increase demand, similar to fashion drops.

• Reflection of Culture: The prevalence of food in fashion advertising reflects current cultural values and aspirations, such as the importance of food experiences and the shift away from home ownership obsessions for some generations.

Key Success Factors of Product (Trend):

• Relatability: Food is a common and relatable element that can bridge the gap between high fashion and everyday life.

• Emotional Connection: Food evokes strong sensory and emotional responses, helping brands connect with consumers on a deeper level.

• Aspirational Imagery: Presenting food in a certain way can communicate luxury, taste, and a desirable lifestyle.

• Novelty and Attention-Grabbing: The unexpected pairing of food and fashion can stand out and capture consumer attention.

• Storytelling Potential: Food provides a narrative element, helping brands build a richer story around their products.

Key Takeaway:

Food has become a significant and increasingly prevalent tool in fashion advertising as brands seek to connect with consumers on a sensory and emotional level, convey luxury and aspiration in a relatable way, tap into the popularity of foodie culture, and build compelling narratives around their products in a saturated market.

Main Trend:

The Culinary Canvas of Fashion

Description of the Trend (please name it):

Edible Aesthetics: This trend describes the deliberate and strategic integration of food and food culture into fashion advertising campaigns, moving beyond mere product placement to utilize the visual, sensory, and symbolic properties of food to enhance brand messaging, convey specific attitudes, and connect with consumers on a more personal and aspirational level.

What is Consumer Motivation:

• Seeking Connection and Relatability: Consumers appreciate seeing elements of everyday life, like food, incorporated into aspirational imagery.

• Desire for Sensory Engagement: Food appeals to multiple senses, making the advertising more immersive and memorable.

• Aspiring to a Certain Lifestyle: The depiction of food can communicate values and a lifestyle that consumers desire.

• Enjoying Visual Appeal: The colors, textures, and arrangements of food can be aesthetically pleasing and draw the eye.

• Participating in Cultural Trends: Engaging with fashion that incorporates food aligns with the current popularity of foodie culture.

What is Driving Trend:

• Saturation of Traditional Fashion Imagery: Brands are looking for new and unexpected ways to capture attention and stand out.

• Rise of Foodie Culture and Social Media: The widespread interest in food and its visual documentation on platforms like Instagram.

• Economic Climate: Using food to symbolize attainable luxury during times of economic uncertainty.

• Shifting Definitions of Status: A move towards valuing experiences and "taste" rather than just material wealth.

• Brands Seeking Deeper Engagement: Food offers a way to build a richer narrative around fashion products.

What is Motivation Beyond the Trend:

Beyond immediate aesthetic appeal and trend participation:

• Finding Comfort and Familiarity: Food can evoke feelings of nostalgia and comfort.

• Signaling Personal Values: The type of food and the way it's presented can communicate a brand’s or individual’s values around sustainability, health, or indulgence.

• Creating a Sense of Community: Food is often associated with gatherings and shared experiences.

Description of Consumers Article is Referring To:

The article refers to consumers who are exposed to fashion advertising campaigns featuring food, as well as those who engage with foodie culture online and offline.

• Who are them: Fashion consumers, individuals interested in lifestyle trends, followers of foodie culture.

• What kind of products they like: Fashion apparel and accessories, experiences related to food and dining.

• What is their age?: Not explicitly specified, but the mention of social media and current cultural trends suggests a broad age range, likely including younger demographics who are active online.

• What is their gender?: Not explicitly segmented by gender.

• What is their income?: Ranges from those aspiring to luxury to those with disposable income to engage with fashion and fine dining.

• What is their lifestyle: Includes individuals who are interested in fashion, potentially active on social media, and may value food as part of their lifestyle or as a cultural interest.

• What are their category article is referring shopping preferences: Fashion items, dining experiences, specialty food items.

• Are they low, occasional or frequent category shoppers: Likely varies depending on the individual’s interest in fashion and food.

• What are their general shopping preferences-how they shop: May be influenced by visual aesthetics, social media trends, and the stories that brands tell.

Conclusions:

The increasing presence of food in fashion advertising signifies a strategic move by brands to tap into the cultural zeitgeist of foodie culture, evoke sensory experiences, and communicate luxury and relatability in a visually engaging and attention-grabbing manner.

Implications for Brands:

• Creative Visual Storytelling: Food offers new avenues for visual storytelling and brand expression.

• Enhanced Consumer Engagement: The unexpected pairing of food and fashion can capture attention and encourage interaction.

• Broader Audience Appeal: Food is a universal connector that can help brands reach a wider range of consumers.

• Opportunity for Experiential Marketing: Brands can further leverage this trend by creating food and beverage experiences alongside their fashion offerings.

Implication for Society:

• Blurring of Cultural Boundaries: The lines between fashion, food, and lifestyle are becoming increasingly blurred in popular culture.

• Elevation of Everyday Objects: Food, an everyday necessity, is being elevated to a symbol of luxury and status in certain contexts.

Implications for Consumers:

• More Visually Interesting Advertising: Fashion campaigns are becoming more diverse and aesthetically engaging with the incorporation of food.

• Deeper Connection to Brands: The use of relatable elements like food can foster a stronger connection between consumers and fashion brands.

Implication for Future:

• Continued Integration of Lifestyle Elements: We may see even more diverse lifestyle elements, beyond just food, appearing in fashion advertising.

• Increased Brand Collaborations: Potential for collaborations between fashion brands and food companies or restaurants.

Consumer Trend (name, detailed description):

• Name: Aesthetic Consumption

• Detailed Description: Consumers are increasingly driven by the visual and sensory appeal of products and experiences, and fashion advertising is tapping into this by incorporating aesthetically pleasing and evocative elements like food to create a more immersive and desirable brand image.

Consumer Sub Trend (name, detailed description):

• Name: The Democratization of Luxury through Everyday Objects

• Detailed Description: As traditional markers of luxury evolve, brands are using familiar and accessible elements like food to communicate a sense of aspiration and elevated taste that feels more attainable to a wider audience.

Big Social Trend (name, detailed description):

• Name: The Visual Culture Dominance

• Detailed Description: In an increasingly visual world, driven by social media, brands are prioritizing visually striking and shareable content in their marketing efforts, and food offers a rich source of such imagery.

Worldwide Social Trend (name, detailed description):

• Name: The Global Food Obsession

• Detailed Description: Across the globe, there is a significant cultural focus on food, from cooking and dining to its aesthetic presentation and social media documentation, making it a powerful and universally resonant element in marketing.

Social Drive (name, detailed description):

• Name: The Pursuit of Sensory Experiences

• Detailed Description: Consumers are actively seeking experiences that engage their senses, and the incorporation of food in fashion advertising caters to this desire by evoking taste, smell, sight, and even texture.

Learnings for brands to use in 2025:

• Experiment with Unexpected Food Pairings: Think creatively about how different types of food can complement your brand aesthetic and messaging.

• Collaborate with Food Stylists and Chefs: Partner with culinary experts to ensure the food in your campaigns is visually appealing and conveys the desired tone.

• Consider the Sensory Aspects: Think about how the depiction of food can evoke feelings and sensations relevant to your brand.

• Tap into Foodie Culture Authentically: Understand the nuances of food trends and use them in a way that feels genuine and not forced.

• Extend Beyond Visuals: Explore opportunities to incorporate food into brand experiences, such as events or in-store offerings.

Strategy Recommendations for brands to follow in 2025:

• Integrate Food into Campaign Mood Boards: When planning advertising shoots, consider how food elements can enhance the overall visual narrative.

• Partner with Food Influencers: Collaborate with chefs or food bloggers to create cross-promotional content that connects fashion and food.

• Host Brand Events with Unique Culinary Experiences: Offer guests memorable food and beverage experiences that align with your brand identity.

• Create Social Media Content Featuring Food and Fashion: Develop engaging posts and stories that playfully combine your products with appealing food imagery.

• Consider Limited-Edition Food-Inspired Merchandise: Explore the possibility of creating products or collaborations that draw inspiration from food culture, like Tory Burch’s candy-inspired sandals.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified):

Fashion advertising in 2025 is increasingly embracing the "culinary canvas," strategically utilizing food to enhance brand messaging, evoke sensory experiences, and connect with a culture deeply invested in all things food.

What brands & companies should do in 2025 to benefit from trend and how to do it:

In 2025, fashion brands should actively explore the creative potential of incorporating food into their marketing strategies. This involves moving beyond traditional fashion imagery to consider how the visual, sensory, and symbolic aspects of food can enhance their brand narrative and resonate with consumers. Brands can achieve this by experimenting with unexpected food pairings in their campaigns, collaborating with culinary experts, considering the sensory details that food evokes, and authentically tapping into the pervasive influence of foodie culture through visually appealing and engaging content across various platforms, potentially even extending to experiential marketing initiatives.

Final Note: Core Trend

• Name: Food as Fashion's New Muse

• Detailed Description: The increasing reliance on food as a central visual and thematic element in fashion advertising, reflecting a broader cultural convergence of lifestyle categories.

Final Note: Core Strategy

• Name: Sensory Storytelling through Culinary Integration

• Detailed Description: Fashion brands should strategically use food to craft richer, more sensory-driven narratives around their products, enhancing emotional connections with consumers.

Final Note: Core Industry Trend

• Name: The Lifestyle Brand Convergence

• Detailed Description: Industries like fashion, food, and lifestyle are increasingly intermingling in marketing and consumer experiences, reflecting a holistic view of consumer interests.

Final Note: Core Consumer Motivation

• Name: Seeking Aspirational Relatability

• Detailed Description: Consumers are drawn to brands that present an aspirational lifestyle in a relatable way, and the inclusion of everyday elements like food helps achieve this.

Final Conclusion:

The trend of featuring food prominently in fashion advertising in 2025 represents a significant shift towards more sensory-driven and culturally relevant marketing. Brands that creatively and strategically embrace this "culinary canvas" are poised to capture consumer attention and build stronger, more resonant connections.

Core Trend Detailed:

• Description: Edible Aesthetics, or the culinary canvas of fashion, signifies a deliberate and increasingly prominent trend in fashion advertising where food is not merely a backdrop but an integral part of the visual narrative. This involves a strategic use of food's aesthetic qualities, sensory associations, and cultural symbolism to communicate brand values, evoke emotions, and ultimately drive consumer desire for fashion products.

• Key Characteristics of the Trend:

  • Food as a Central Visual Element: Campaigns where food is prominently featured alongside or interacting with fashion items.

  • Emphasis on Sensory Details: Highlighting the colors, textures, and forms of food to create a multi-sensory experience for the viewer.

  • Conveying Mood and Atmosphere: Using food to set the tone and ambiance of the advertising, whether it's casual, luxurious, playful, or sophisticated.

  • Symbolic Representation: Food choices and presentations often carry symbolic meanings related to status, taste, lifestyle, or cultural references.

  • Integration Across Platforms: Food imagery appears in print ads, social media campaigns, videos, and even in-store experiences.

• Market and Cultural Signals Supporting the Trend:

  • Peak Popularity of Foodie Culture: The widespread interest in cooking, dining, and food aesthetics on social media and in popular culture.

  • Food as a Form of Self-Expression: Individuals using food choices to communicate their identity and values.

  • Shifting Definitions of Luxury: A move towards valuing experiences and curated tastes rather than just material possessions.

  • Desire for Authenticity and Relatability: Brands trying to connect with consumers through everyday and familiar elements.

  • Success of Food-Related Content Online: High engagement with food-centric visuals and narratives on platforms like Instagram.

• How the Trend Is Changing Consumer Behavior:

  • Increased Attention to Detail in Visuals: Consumers are becoming more attuned to the overall aesthetic and the inclusion of unexpected elements.

  • Seeking Lifestyle Inspiration: Fashion advertising that incorporates food can provide a broader sense of lifestyle aspiration.

  • Engaging with Brands on Sensory and Emotional Levels: Food can trigger memories and feelings, creating a stronger connection with the brand.

  • Sharing and Discussing Unique Visuals: Unusual or appealing pairings of food and fashion are likely to be shared on social media.

  • Developing a More Holistic View of Brand Identity: Consumers may start to associate fashion brands with certain tastes and experiences beyond just clothing and accessories.

• Implications Across the Ecosystem:

  • For Brands and CPGs: Fashion brands may explore collaborations with food companies, while food brands might look to fashion for visual inspiration.

  • For Retailers: Retail spaces could incorporate food elements in displays or even host food-related events to enhance the shopping experience.

  • For Consumers: Expect to see more visually diverse and engaging fashion advertising that appeals to a broader range of interests and senses.

Strategic Forecast:

• The integration of food into fashion advertising is likely to continue and evolve, becoming even more creative and nuanced.

• We may see more collaborations between fashion brands and food influencers or culinary artists.

• The use of food to convey specific brand values, such as sustainability or local sourcing, could become more prominent.

• Expect to see more immersive and multi-sensory brand experiences that combine fashion and food.

• The trend may also influence the way fashion is presented in editorial content and on social media.

Final Thought (summary):

The increasing prevalence of food in fashion advertising signifies a compelling convergence of two influential cultural spheres, driven by the peak of foodie culture and the shifting landscape of luxury and aspiration. This trend showcases brands creatively leveraging the sensory appeal and symbolic power of food to forge deeper connections with consumers, communicate relatable narratives, and ultimately capture attention in a visually saturated market, reflecting a broader movement towards lifestyle integration in brand messaging.

Source: https://www.businessoffashion.com/articles/marketing-pr/why-food-is-everywhere-in-fashion-advertising/