How Food Trends Are Shaping the World of Fashion Advertising

For its latest campaign, Saint Laurent surprised everyone by trading its usual sleek, dark settings for a cozy backyard picnic. The campaign, called “An Ordinary Day,” features models sitting on simple folding chairs, enjoying casual food like fruit and tea. Instead of fancy furniture, the visuals highlight everyday items—a woman pouring orange juice, a model carrying a cheetah-print bag filled with fresh produce, and mouthwatering shots of eggs and toast paired with chic accessories.

This shift reflects a larger trend in fashion where food is becoming a captivating marketing tool. Brands like Ralph Lauren, Prada, and Coach have already started using food to attract customers, whether through cafes or lavish dining experiences. The use of food in advertising imagery is gaining traction, aimed at sparking interest at a time when luxury spending is slowing down.

Fashion’s fascination with food isn’t just about aesthetics. According to Karen Fielding, chief strategy officer at General Idea, “Food is very sensory, and it communicates something real in a world that feels artificial.” With foodie culture booming, dining has become an aspiration, much like luxury handbags. Research shows that 82% of consumers now see fine dining as a status symbol, reflecting a cultural shift toward valuing experiences over material possessions.

As prices for everyday items rise, highlighting fresh produce or fancy breads in ads taps into a sense of luxury. Michael Scanlon, of Chandelier, explains, “Food symbolizes taste and experiences—what we’re all craving in this fast-paced world.”

This trend reaches deeper than just showing food alongside fashion. It connects brands to a broader cultural moment. For instance, when Axel Arigato made food central to its marketing, it aimed to resonate with today’s shoppers seeking relatable and meaningful experiences.

Historically, food has always expressed abundance. This was true during the Renaissance, where lavish feasts were depicted as signs of status. Today, alongside rising grocery costs, a simple loaf of bread or Granny Smith apple becomes loaded with meaning.

However, as this trend becomes more common, brands risk blending in rather than standing out. Initially, food imagery surprised audiences. Now, it’s essential to find creative ways to use it. For example, Jacquemus brought humor by featuring a banana in a quirky campaign, while Aimé Leon Dore used coffee imagery to convey European style.

In addition, brands are curating rich food experiences at events. From exclusive spreads crafted by noteworthy chefs to themed installations, the goal is to create a memorable impression. Khaite cleverly labeled bottles at its Paris showroom to evoke conversation, while Axel Arigato plans to introduce cinnamon buns as a nod to its Swedish roots.

Interestingly, as fashion brands innovate with food, the same principles are seeping into the food industry. High-demand restaurants and specialty grocery stores are now cultivating their own allure, employing scarcity and exclusivity similar to fashion drops.

The convergence of food and fashion reflects broader societal shifts. As Scanlon points out, “This generation isn’t as focused on homeownership or nightlife; our current aspirations revolve around dining experiences.” Ultimately, how brands evolve in this food-fashion fusion will mirror changing cultural values and consumer desires.



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