IS THIS CAKE
OR IS THIS FOOD MARKETING FOR FASHION AND BEAUTY
aka how fashion started selling you vibes using foodfashion’s been obsessed with food for a while now—but not the nourishing kind, the fantasy kind. in this episode, we break down how brands use food as a marketing tool to sell clothes, beauty, and identity.It starts with schiaparelli (duh)—she literally put a lobster on a gown in the ’30s and called it couture. Fast forward to karl lagerfeld turning chanel runways into supermarkets and parisian brasseries. he wasn’t just showing tweed, he was selling you the entire lifestyle: champagne for breakfast energy.then there’s moschino going full camp with cereal box dresses and Happy Meal heels. not subtle. but still smart.beauty followed fast—glosses that look like melted popsicles, lip oils packaged like candy, products you want to lick more than apply. rhode made skincare look like a snack. margiela gave us gloss that looks like jelly. loewe gave us tomato perfume. YES. tomato. and we ate it up.this episode unpacks why food works so well in fashion marketing: it’s emotional, nostalgic, and super easy to aestheticize. It’s not about hunger—it’s about craving. and fashion knows exactly how to trigger it.so yeah welcome to the era of edible aesthetics. and don’t be surprised if your next lipstick launch looks more like something you'd rather eat.
you'll find me here
insta https://www.instagram.com/chez.amelie
youtube https://www.youtube.com/@chez.amelie
newsletter https://thefashionarchives.substack.com/