Published 15 June 2022

As a collaboration-saturated fashion industry ramps up its food-based partnerships, cross-category crossovers are becoming more unpredictable than ever. We unpick the key trends and case studies driving these kitschy alliances, highlighting both visual inspirations and insight-led opportunities.

The Kitsch Factor

In Uniform

Impermanent Gems

The Resale Angle

Central to this trend is a joyful sense of kitschy irony that plays into ongoing, off-kilter aesthetics especially popular with younger demographics. When considering cross-category collaborations or exploring new product avenues, prioritise humour-led design and one-off collectibles to ensure a covetable and quirky conversation piece.

Central to this trend is a joyful sense of kitschy irony that plays into ongoing, off-kilter aesthetics especially popular with younger demographics. When considering cross-category collaborations or exploring new product avenues, prioritise humour-led design and one-off collectibles to ensure a covetable and quirky conversation piece.

Summary

The Kitsch Factor

Central to this trend is a joyful sense of kitschy irony that plays into ongoing, off-kilter aesthetics especially popular with younger demographics. When considering cross-category collaborations or exploring new product avenues, prioritise humour-led design and one-off collectibles to ensure a covetable and quirky conversation piece.

In Uniform

When it comes to apparel branded with logos of food and beverage companies, the line between merch and uniform becomes oddly – and, perhaps, intentionally – blurred. Feeding fashion’s penchant for high/low collabs and (often worrisome) obsession with working-class aesthetics, clothing and food brands alike are finding new, creative ways to authentically engage with this fascinating market niche.

Impermanent Gems

It’s not just branded merchandise that’s hitting the spot with consumers; actual foodstuffs also play a huge role in the appeal of these crossovers. With a much shorter shelf life than a handbag or T-shirt, we analyse how companies are making edible, impermanent yet sartorially driven products appeal to customers across demographics.

The Resale Angle

Playing to the hypebeasts is key to cornering this market, where novelty and exclusivity combine to develop in-demand products almost guaranteed to cause a commotion on the resale scene – creating online buzz in the process. Here, we highlight the key engagement strategies and product categories needed to reach this clued-up cohort.

A Feast for the Eyes: Food x Fashion

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Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.

We already arm more than 500 of the world’s most forward-thinking brands and agencies with the creative insights they need to make transformative business decisions.

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