Why Food Is The New Fashion

Have you noticed t-shirts featuring gourmet food prints while walking down the street? This isn’t just a quirky trend; it’s a sign of how food and fashion are merging in today’s culture. Influencers are trading designer bags for artisanal sandwiches, and food-themed fashion is on the rise. This shift is changing our perception of luxury and personal expression. Now, both food and fashion serve as powerful statements of style and sustainability.

Why food and fashion are more alike than you think

Food and fashion might seem worlds apart, but they have a lot in common. Nowadays, food is seen as more than just fuel; it’s become a crucial part of our identity and lifestyle. For Gen Z, food has turned into a daily luxury. Rather than flaunting the latest designer bags, influencers are featuring their favourite smoothies and gourmet sandwiches. This trend reflects how food has become an integral part of personal expression, blending effortlessly into our daily routines. 

On top of this, the latest fashion trend is all about food-themed designs. Traditionally, summer has inspired t-shirts with fruit patterns like berries and lemons. Now, fashion companies are pushing boundaries with prints featuring canned foods, butter, and Italian dishes. New York-based artist and designer Nik Bentel even created a handbag inspired by the Barilla pasta box. This trend reflects a growing fascination with food and illustrates how the culinary world is influencing fashion. Moreover, this influence extends to sustainability, as some fashion brands are creatively using food waste to inspire their latest designs. This approach not only highlights the innovative spirit of the industry but also underscores how sustainability in fashion is increasingly shaped by the culinary world.

Historical connections between food and fashion

Food-inspired fashion isn’t entirely new. The Food & Fashion exhibition in 2023 demonstrated how food-themed fashion has been present since the 18th century. During this period, textiles often featured woven images of crops, symbolising economic prosperity. The 1930s introduced whimsical surrealist food prints, such as Elsa Schiaparelli’s famous lobster dress, which reflected themes of abundance and escapism. The exhibition also illustrated how food motifs continue to comment on critical issues, including luxury, gender, consumerism, sustainability, social activism, and body politics.

Furthermore, throughout history, influential figures have recognised the interplay between food and fashion. For example, Louis XIV transformed the Palace of Versailles into a centre of opulent banquets and extravagant clothing. By strategically combining lavish feasts and elaborate attire, he projected power and established France as a cultural leader, shaping perceptions and reinforcing his global status. This legacy continues today as influencers blend food and fashion to captivate and inspire their audiences. Just as Louis XIV set trends with his culinary and style choices, today’s social media influencers shape cultural tastes through their posts, reflecting the enduring connection between these two realms.

Food-inspired fashion isn’t entirely new. The Food & Fashion exhibition in 2023 demonstrated how food-themed fashion has been present since the 18th century. During this period, textiles often featured woven images of crops, symbolising economic prosperity. The 1930s introduced whimsical surrealist food prints, such as Elsa Schiaparelli’s famous lobster dress, which reflected themes of abundance and escapism. The exhibition also illustrated how food motifs continue to comment on critical issues, including luxury, gender, consumerism, sustainability, social activism, and body politics.

This legacy continues today as influencers blend food and fashion to captivate and inspire their audiences. Just as Louis XIV set trends with his culinary and style choices, today’s social media influencers shape cultural tastes through their posts, reflecting the enduring connection between these two realms.

Food as the new cool

Food is increasingly recognised as a major cultural trend, making its way into the lifestyle sphere. Influencers and social media creators are highlighting how culinary delights can be as stylish and influential as fashion. It’s not just about eating well; it’s about celebrating food as a form of luxury and individual taste.

As this trend grows, many fashion experts have moved into the food space. For example, Simon Beckerman created Depop, the second-hand fashion platform and then later founded DELLI, “the Depop of food and drink“. DELLI is a platform that connects consumers with high-quality food products from various sellers and has been strongly influenced by the fashion world.

For instance, DELLI uses the “drop” model, a marketing strategy commonly used in the fashion industry, particularly by streetwear brands. It involves releasing a limited quantity of products at a specific time, creating a sense of urgency and exclusivity. This influence of fashion on food highlights the growing recognition of culinary experiences as a stylish and desirable trend.

Why food is overtaking fashion

Food is now stealing the spotlight as a more accessible luxury compared to fashion. While an artisan loaf of sourdough or a trendy juice might set you back £10, designer outfits can cost thousands. The economic uncertainty brought on by the pandemic has made high-end fashion even pricier. At the same time, the pandemic sparked a surge in food trends, with more people cooking and baking at home. As a result, food is winning the luxury race. It’s a delicious indulgence that’s easier on the wallet, making it the go-to choice for those looking to treat themselves without breaking the bank.

Addressing the sustainability challenges in fashion and food industries

Both the fashion and the food industries face significant sustainability challenges related to raw material sourcing, transparency, carbon footprint and excessive waste.

In the UK, around 9.5 million tonnes of food are wasted each year,¹ with bread alone making up a large portion of that. The fashion industry contributes to this problem as well, generating approximately 92 million tonnes of textile waste annually.² These figures underscore the urgent need for both sectors to rethink their practices and adopt more sustainable approaches.

Additionally, greater transparency in supply chains is crucial. Consumers are demanding to know where their products come from and how they are made, driving both industries to improve their environmental and ethical standards.

The food industry’s sustainable edge over fashion

Both industries still have a long way to go in terms of sustainability and transparency, but some experts believe that the food sector is ahead of the game. For instance, food labels tend to be more heavily regulated than clothing labels, providing consumers with information about sourcing and ingredients. In contrast, clothing often lacks the same level of transparency regarding raw materials, leaving consumers in the dark about the origins of their garments.

“As fashion works to become more transparent, and consumers want to make better choices, the food industry provides a blueprint.“

 Rachel Cernansky (Vogue editor)

This isn’t to say that the food industry is without its issues as greenwashing and misinformation remain significant problems. Consumers often face misleading health claims, vague language, and cleverly designed packaging in their search for conscious choices. This is particularly evident in the debate surrounding sourdough versus “sourfaux”, where some products marketed as sourdough do not adhere to traditional fermentation processes.

Fashion expert, Ruth MacGilp states: “Beyond regulation, perhaps the biggest lesson fashion can learn from food is the importance of building a close relationship with raw materials.” She believes that we’re becoming more curious about the origins of our food and the processes behind its production, largely because we often cook our own meals. In contrast, we’re less curious about our clothing, as we typically don’t make our own clothes.

Many concepts originated in the food industry before making their way into fashion, such as organic and Fair Trade practices. Furthermore, the Slow Fashion movement was modelled on the Slow Food , which started about two decades earlier. Similarly, regenerative farming, while still an emerging practice in the fashion industry, has already established itself more firmly in the food sector. This highlights that the food industry has already provided a blueprint for fashion, and it’s likely to continue to do so.

Why food and fashion should join forces

Both the food and fashion industries face challenges with waste and the need for better supply chain transparency. This creates a strong case for collaboration.

Furthermore, as mentioned earlier, food is the new luxury for Gen Z. Since both food and fashion are integral to the lifestyle sphere, they naturally complement each other, making collaborations between them a perfect fit.

“To stay cool, fashion brands are aligning with food.“
 
 Lucy Maguire (Vogue editor)

As a sourdough company, we’re committed to sustainability. We bake fresh to order using sustainable ingredients like organic and regenerative flour. This approach helps reduce waste and aligns with our values. We’re thrilled to partner with fashion brands like Boden, Flabelus, and Emilia Wickstead, who share our dedication to eco-friendly practices. By joining forces with these brands, we follow the example of larger companies that have successfully blended food and fashion, such as Nike and Ben Jerry’s collab for the “Chunky Dunky” trainers.

Why not taste the difference for yourself? Explore our range of delicious, sustainably sourced sourdough and baked goods. Join us in our commitment to quality and sustainability.

What’s next

Looking ahead, we’re excited to explore new projects and partnerships that reflect our values of quality, sustainability, and personal expression. Fashion and food are powerful ways to make a statement and connect with what matters to us.

To stay updated on our latest collaborations and sustainability efforts, follow us on LinkedIn. For practical tips on making sustainable choices in your diet, read our article “5 Ways You Can Shop and Eat Bread Sustainably“. Together, let’s embrace this trend and see how these two worlds can positively impact our lives and the planet.

If we’ve piqued your curiosity about the relationship between food and fashion, be sure to read Melissa Marra-Alvarez and Elizabeth Way’s book, Food and Fashion.

Here’s to a future where our choices in fashion and food truly reflect who we are and how we care for the world!