A journey through the fine dining and fast food references in fashion—and vice versa—spanning from Versailles to Florence, Sicily, and Milan
The relationship between food and fashion runs deeper than most people realise. Even though you understand they are linked, you might not fully appreciate the extent of their relationship. The intertwining of these two industries spans eras and the capitals of good taste, quite literally. This enduring narrative leads us to the present day, with high-end clothing brands opening bars and restaurants while also giving rise to food-inspired fashion collections. This journey includes cookbooks penned by designers and fashionable Instagram profiles showcasing their culinary creations.
King Louis XIV Knew Best
King Louis XIV was renowned for his impeccable taste and extravagant love of luxury. Under his reign, the textile, jewellery, and furniture industries flourished, establishing France as the leader in fashion trends and innovations in Europe.
The king’s strategy was straightforward: nothing could be imported; everything had to be produced domestically. Legend has it that when Louis XIV saw his son wearing a coat made from foreign fabric, he became furious and ordered the garment to be burned without delay.
During his reign, Versailles thrived as a hub of fashion, art, music, theatre, gardening, and culinary culture. Lavish banquets were renowned for their extravagant dishes—wild pheasants and ducks, lamb and hare stews, oysters, scallops, lobsters, and chocolate truffles. According to the royal dining protocol, meals were divided into several courses: lavish appetisers, soups, main dishes, intermediate snacks, fruits, and desserts, with each category featuring eight dishes.
By midnight, after indulging in such a feast, Louis XIV would have consumed an array of twenty to thirty different dishes, concluding the meal with candied fruits. Not only did the king’s and his guests’ attire shimmer with gold, but so too did the gilded presentation of the food itself. French haute couture was inseparable from the tradition of royal fine dining.
With Prada, Gucci, and Ralph Lauren, You Can Literally Consume Your Favourite Brands
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Today, the tradition of fine dining is more popular than ever. Restaurants, cafés, and bars have evolved into spaces of art and fashion. For instance, the Bar Luce at Milan’s Fondazione Prada, designed by filmmaker Wes Anderson, radiates a retro Italian vibe reminiscent of the 1960s and 70s, complete with pastel colour blocks, vintage Formica tables, and an old-fashioned jukebox.
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In Florence, Gucci Osteria da Massimo Bottura seamlessly merges art, food, and fashion. When the brand began its collaboration with the chef, whose acclaimed restaurant, Osteria Francescana in Modena, has received the prestigious Michelin Guide’s highest honour of three stars, former Gucci CEO Marco Bizzarri remarked that the boundaries between fashion, culture, and lifestyle would continue to blur. He suggested that shopping, music, culture, food, and drink would become increasingly intertwined. This fusion of experiences is expected to gain further popularity, fostering collaborations between industries already connected to fashion, such as food and art.
From Runways to Refrigerators
Consumers’ desire for fresh and unique ideas is driving brands to explore new avenues. Fashion brands have ventured into the beauty and makeup market with their luxury lines, while fashion enthusiasts are now captivated by branded kitchen furniture and accessory collections.
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Italian fashion house Dolce&Gabbana has launched the Smeg Divina Cucina series, featuring limited-edition refrigerators, toasters, and mixers inspired by Sicilian culture. These appliances showcase traditional Sicilian patterns and bold colours, evoking local culinary traditions.
Versace is also celebrated for its kitchen collections, offering porcelain dishes and gold cutlery adorned with Medusa heads, aligning with their luxurious accessories.
Sketching Style and Whipping Up Recipes
Fashion designers like Christian Dior and Azzedine Alaïa were not only celebrated for their designs but also for their passion for cooking.
Monsieur Dior’s recipe book, “La Cuisine Cousu-Main,” published in 1972—fifteen years after the legendary designer’s passing—reflects his culinary passion.
Alaïa was known for hosting all-night dinner parties and spending long hours in the kitchen, skillfully juggling his passion for creating both delectable dishes and exquisite fashion pieces.
Fast Food and Supermarkets: The Not-So-Fancy Guilty Pleasures of the Fanciest Creatives
However, it’s not just haute cuisine that captures the attention of designers. Even supermarkets and fast food joints can spark inspiration for the world of high fashion.
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Who could forget March 2014, when Chanel presented its ready-to-wear Fall-Winter 2014/15 collection beneath the vaulted ceilings of the Grand Palais? The late creative director at the time, Karl Lagerfeld, insisted on creating a massive supermarket setting, complete with shelves, fruit crates, a cheese counter, brooms, detergents, biscuits, and spaghetti.
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For the same season, Moschino’s then-designer Jeremy Scott elevated fast food symbolism to new heights, inspired by McDonald’s. His collection featured garments in McDonald’s colours, a reimagined logo, and a handbag resembling a tray of fries, cleverly reflecting consumer culture. More recently, Scott also unveiled a Pizza Crush collection for Pizza Hut.
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Similarly, Dolce&Gabbana’s collections have often showcased patterns depicting courgettes, peas, peppers, lemons, fish, and biscuits, effectively bringing the contents of a refrigerator to life on the runway. The fashion duo has consistently demonstrated their fondness for Italian cuisine through their designs.
Veronika Molodova
Fashion Management, Digital Communication and Media, 3nd year, Milano
A version of this article originally appeared on La Voglia, an editorial project created by students from Istituto Marangoni’s Fashion Management, Digital Communication, and Media programme. Ximena Fernández Ochoa served as Editor-in-Chief, with Veronika Molodova as Fashion Director, Abril Montero as Art Director, and Anna Ilyina and Fatima Santibañez as Fashion Editors.