What’s Up With Food In Fashion?: The Luxury Dish
Imagine walking down Madison Avenue in the Upper East Side and stopping for a midday scone and frothy coffee at Ralph’s Coffee. You may not be able to purchase that $200 cable knit from Ralph Lauren, but sitting in their vintage cafe sipping coffee with a stamped “R” makes you feel connected to the brand’s ethos. Even if you weren’t familiar with Ralph Lauren, as if you’re living under a rock, stopping at the cafe might accidentally introduce you to the American retailer and blossom a new relationship.
In a society that emphasizes status by the logos you associate with, luxury brands are already ahead of the curve by offering these tiered levels of exposure. Food has always been tied to wealth and while our current economy plummets, the chances of consumers buying a Louis Vuitton cappuccino are far higher than dropping a bag on, a bag. By extending to the food industry, luxury brands have been able to achieve broader audiences by offering opportunities for consumers to engage with them despite their foundation of exclusivity.
In recent times, we are seeing a rise in luxury brands diving into culinary experiences in an effort to enhance their aesthetic and reinforce brand loyalty. Vanity Fair recently featured Armani/ Ristorante, which now has twenty-four locations worldwide. Their renowned chefs meticulously curate dishes with sophisticated flavor palettes that reflect Armani’s Italian culture while also taking into consideration the local neighborhood cuisine.
Giorgio Armani is one of the masterminds behind the trend of integrating fashion and food; he opened his first restaurant in Paris in 1998 located nearby the Armani store to blend a seamless experience for customers to shop and eat. While each location pays tribute to the region in which it is located, the sleek Armani aesthetic influences them all: they feature elegant golden lighting, textured wood and marble, wall-length windows, and a cool-toned color palette. Armani isn’t the only designer to introduce new dimensions to the retail experience: Saint Laurent opened a sushi restaurant in Paris, Lacoste is offering pop up restaurants this summer and Prada will open a cafe in New York city in 2026.
Fashion’s culinary fusion is more than just an aesthetic, it’s about artistic expression and the ability to connect with a brand’s values on an intimate level. Dining at the restaurant or cafe of a brand you shop with offers an authentic tribute to their heritage and highlights exclusivity as well. Luxury brands remain exclusive because when you interact with a designer, you feel a sense of superiority and embody a lifestyle you may not have otherwise: Armani said it best: “I always wanted the Armani brand to become an expression of style as a lifestyle, of sophisticated simplicity as a sign of elegance in every field, and food that is one of the most important elements of everyday life could not be missing.” The ability of a brand to utilize food to reach dynamic audiences shows depth and modern engagement while still maintaining prestige.
I mean, who doesn’t want to feel rebellious and patriotic while sipping tea and eating pastries at the Vivienne Westwood Cafe?
Put on your ripped tights and plaid skirt ladies- we’re going shopping.