Hungry for Fashion

How Brands Are Using Food as a Marketing Tool

Food and fashion have long been intertwined in creative marketing partnerships. Take the McDonald's and Cactus Jack collaboration in 2020, where Travis Scott’s brand brought his favorite McDonald's order into the spotlight, creating a cult following. Or Coca-Cola’s apparel partnership with Kith, blending the iconic Coca-Cola branding with streetwear appeal. But now, fashion brands are taking this collaboration a step further, using actual food imagery to entice consumers- not just to eat, but to want their products.

In recent years, we've seen brands like Hailey Bieber’s Rhode, Kim Kardashian’s SKIMS, JACQUEMUS, and Marc Jacobs make their products as visually tempting as a gourmet meal. This trend, known as sensory marketing, taps into our desire for indulgence, using imagery that makes products look deliciously desirable. It's an interesting direction that not only creates a craving for fashion items but also cleverly aligns with brand aesthetics.

Take Hailey Bieber’s Rhode, for example. Bieber has used the image of a glazed donut to symbolize the look of glowy, dewy skin- a smart metaphor that instantly communicates the product's effect. The glossy, glazed appearance of a donut draws parallels to healthy, luminous skin, making the appeal instantly relatable and delicious. SKIMS has taken a similar approach with campaigns that make you feel like you’re wrapping yourself in a warm, cozy layer, akin to comfort food.

Then there's Marc Jacobs, whose collaboration with Nara Smith includes playful food imagery, creating a surreal juxtaposition between high fashion and kitchen essentials. Imagine a Marc Jacobs bag inside an oven- a quirky, almost bizarre setup that’s certainly eye-catching. This playful imagery has a shock factor that draws you in, inviting you to view the brand through an unexpected, humorous lens.

What makes this trend so powerful is its use of sensory marketing to bring fashion into the realm of taste, smell, and touch- senses typically reserved for food. By associating their products with food, brands create a familiar and comforting connection that taps into deeper consumer desires.

This creative approach to branding opens up possibilities for how we experience fashion. As brands continue to experiment with these mouth-watering visuals, we can expect them to push the boundaries of what’s wearable and what’s edible, all while keeping us hungry for more.

Here at NYES, we specialise in creating eye-catching, high-quality textile embellishments and customizations that can bring any concept to life. NYES offers a range of embroidery techniques that can mimic the textures and colors of various foods. Imagine glossy, donut-like finishes on fabric or embroidery that resembles rich, syrupy drizzles. NYES could use hand beading or hot fix to simulate the sparkle of a sugary coating or the smooth texture of frosting. This would be ideal for brands like Hailey Bieber’s Rhode, aiming to give products a look reminiscent of glistening pastries or other delectable treats.

NYES's mobile truck can bring embroidery machines directly to events, allowing for live product customization. This could create an immersive experience where customers can watch their fashion items be transformed into food-inspired pieces!

With New York Embroidery Studio’s expertise in innovative textile techniques and creative customization, we’re ready to help you bring your brand’s vision to life in a fresh, unforgettable way. From unique textures to live events and everything in between, NYES is here to make your designs as enticing as the foods that inspire them. Elevate your next campaign and captivate your audience- partner with NYES today and let’s create something truly memorable together.