The Food Fashion Trend Is the UK’s Next Big Branding Hack – Here’s Why

Hola Sugarcups,

Okay, okay, fashion’s officially got the munchies. Yes, today I’m talking Food Fashion trend which answers your ‘Why my Insta feed is full of bows on cake’.

Seriously, open your Instagram. I bet you’ll spot a high-fashion handbag casually placed next to a perfectly plated pasta dish, or a model rocking the latest designer duds while nonchalantly biting into a gourmet donut. What’s the deal with this food fashion trend?!

The other day, I was deep into working on a brand deck when hunger hit. Classic. So, I did what any reasonable person would do – I made myself an avocado sandwich. Quick, easy, solid choice. But as I took a bite, my hands automatically reached for my phone, because let’s be real, scrolling while snacking is basically a reflex at this point. I opened Instagram, and boom – Grad Girl Marketing had posted. If you don’t follow Ashleen, you’re missing out because she covers the coolest campaigns in the coolest way. That’s when I saw it: Summer Fridays’ Sweet Shoppe Pop-Up in New York; free popsicles, drinks, candy, exclusive goodies, AND a pink guava tote? Marketing gold.

A few swipes later, I was looking at Zendaya starring in the final chapter of Louis Vuitton x Takashi Murakami’s campaign, featuring; you guessed it – RED CHERRIES! Naturally, I switched to TikTok. First thing on my feed? Dua Lipa casually sipping pickle juice Diet Coke (why?) and Gabbriette Bechtel making a cottage pie with absolute dedication. At this point, I had to pause. Was my FYP seriously this food-heavy, or was my avocado sandwich just not doing the job? Curiosity got the best of me, so I started digging. And after a few searches, one thing became crystal clear: food and fashion are fully intertwined on social media right now. Say hello to ‘food fashion trend’. I pulled up my Notion and started writing because this trend is everywhere, and it’s redefining how brands approach marketing. 

It’s not a casual pairing, but it’s a full-blown culinary couture revolution happening right before our eyes! So, I agree that food is more than just sustenance; it’s an experience, a lifestyle, and for many of us, it’s a status symbol. I remember the days when getting a reservation at that new family restaurant felt like scoring concert tickets? Well, those days are back again, and brands are all about harnessing that foodie fervor. As the cost of living rises (thanks, inflation!), people are turning to gourmet experiences as a way to treat themselves and showcase their taste, by that, I mean – literally and figuratively. So, what does this mean for the fashion industry? Simply put, food is the new black. It’s infiltrating fashion advertising in a way that not only elevates brand narratives but also speaks to the hearts (and stomachs) of consumers.

Historically, food has been a handy tool in marketing. It had helped brands engage with shoppers on a more personal level. But now, I’m seeing a shift. Brands are leveraging food imagery not to sell a product but to create an entire lifestyle. Know that you saw a sleek model draped in a designer gown, elegantly sipping a cocktail at an upscale brunch; it’s not just about the fashion; it’s about the experience. This is where the magic happens! The inclusion of food in fashion campaigns serves multiple strategic purposes:

• Relatability: Food connects us. It sparks memories and feelings. When a brand uses food imagery, it creates a sense of familiarity that resonates with consumers.
• Luxury: Ever noticed how a perfectly plated dish can evoke feelings of sophistication? Yes, that’s food fashion trend of 2025.
• Attitude: Food culture has its own vibe; think of hipster cafes and artisanal snacks pairing? Yep, that!

As a strategist, I often talk about the importance of aligning brand strategy with consumer behavior. The fashion industry is doing just that! They’re not just slapping a burger on a billboard and calling it a day; they’re crafting narratives that weave together the worlds of haute cuisine and high fashion. Alright, let’s turn this trend into a boardroom-level deals.

7 Genius Food Fashion Trend Brand Mashups That Could Go Viral

1. Burberry x Fortnum & Mason – The Trench Tea Experience

Concept: A luxury afternoon tea inspired by Burberry’s heritage trench coats and British elegance. Think Burberry plaid macarons, Earl Grey-infused pastries, and an immersive Fortnum & Mason tasting experience where customers can indulge in a curated fashion-meets-food moment.
Execution Plan:
– Limited-time Burberry-themed afternoon tea served exclusively at Fortnum & Mason.
– Branded packaging with Burberry’s signature trench print.
– An exclusive launch event with Burberry ambassadors and influencers.
– Social campaign: “Wear your Burberry trench, get a special edition pastry.”
– VIP gift sets featuring Burberry accessories & Fortnum teas.
KPIs:
– Social media engagement (shares, reels, and tea-time selfies).
– Reservations and foot traffic to Fortnum & Mason’s tea room. 
– Influencer & press coverage linking the luxury of fashion with food culture.
Outcome: Burberry taps into heritage luxury moments, reinforcing brand prestige. Fortnum & Mason attracts fashion-conscious clientele while boosting afternoon tea sales.

2. Selfridges x Crosstown Doughnuts – Neon Sugar Rush

Concept: Selfridges’ signature yellow meets Crosstown’s artisan doughnuts for a limited-edition neon-glazed collection, launching exclusively for fashion week. Think of high-fashion dessert aesthetics in bold, statement-making flavors.
Execution Plan:
– Selfridges-branded doughnut boxes sold in-store & online.
– A pop-up experience where customers can get custom fashion-inspired doughnuts.
– Interactive TikTok campaign featuring Crosstown chefs recreating iconic designer looks using doughnut glazes.
– Collaborative limited-edition packaging featuring Selfridges’ iconic yellow.
KPIs:
– Increase in foot traffic to Selfridges food halls.
– Social media virality – branded doughnuts featured in fashion content.
– Growth in Crosstown’s sales via exclusive Selfridges availability.
– Outcome: Selfridges dominates the Instagrammable retail experience. Crosstown becomes the go-to doughnut brand for premium fashion events.

3. Mulberry x Hotel Chocolat – The Cocoa Collection

Concept: Luxury leather meets premium cocoa. Mulberry handbags inspire a chocolate collection, featuring Mulberry logo-embossed chocolate bars and handbag-shaped bonbons sold exclusively in flagship stores.
Execution Plan:
– Chocolate gift sets designed like Mulberry bags.
– A taste-and-shop event at Mulberry boutiques featuring cocoa-themed cocktails.
– Limited-edition Mulberry leather gift wrap for premium chocolate sets.
– Luxury Christmas campaign: “Chocolate & Leather – The British Icons You Need.”
KPIs:
– Boost in luxury gifting sales at Mulberry.
– Exclusive media features on fashion-led food collaborations.
– Higher foot traffic to Mulberry boutiques around holiday seasons.
– Outcome: Mulberry ties its brand to lifestyle luxury, making gifting feel more experiential. Hotel Chocolat benefits from premium co-branding, reinforcing exclusivity.

4. Charlotte Tilbury x Harrods Food Hall – Dessert-Inspired Beauty

Concept: Charlotte Tilbury launches a beauty collection inspired by iconic British desserts. Think Victoria sponge blush, treacle tart highlighter, sticky toffee lip gloss—all styled for luxury Harrods shoppers.
Execution Plan:
– Harrods pop-up beauty booth with Charlotte Tilbury’s dessert-inspired collection.
– Limited-edition dessert beauty packaging sold exclusively at Harrods.
– TikTok tutorials: “How to do a makeup look inspired by afternoon tea.”
– Free beauty samples with every Harrods Food Hall purchase.
KPIs:
– Spike in beauty sales at Harrods via food-inspired cosmetics.
– Social engagement growth from quirky dessert-themed tutorials.
– Increase in foot traffic to Harrods beauty counters.
Outcome: Charlotte Tilbury creates a cross-industry buzz, making beauty an experience. Harrods strengthens its premium lifestyle positioning, merging beauty & food.

5. Dr. Martens x Greggs – Punk Pastry Collab

Concept: A punk-inspired limited edition footwear collab, featuring Greggs branding (sausage roll insoles, anyone?). Paired with an exclusive pop-up where customers can grab boots AND a free steak bake.
Execution Plan:
– Dr. Martens X Greggs boots with pastry-themed designs.
– Street food-style pop-up: Get your boots, grab a free Greggs snack.
– Social campaign: “Dr. Martens or Sausage Rolls? Pick your fighter.”
– Special ‘Breakfast Meets Boots’ event for loyal customers.
KPIs:
– Gen Z engagement boost via humor-led food-fashion collab.
– Massive PR traction via “unexpected yet genius” partnership.
– In-store traffic spike as customers rush for the exclusive footwear/snack drop.
Outcome: Dr. Martens wins the Gen Z nostalgia-punk crossover market. Greggs becomes the surprise player in viral fashion collabs.

6. Vivienne Westwood x Twinings – Rebellious Tea

Concept: An avant-garde tea experience. Vivienne Westwood designs a collection of Twinings tea blends inspired by punk culture, creating chaotic packaging with rebellious flavor twists.
Execution Plan:
– Limited-edition tea set with Westwood’s signature prints.
– Tea pop-up concept: An immersive punk-themed tasting experience.
– Collab with UK musicians to promote “tea with attitude.”
– High-fashion photoshoot: Vivienne Westwood models posing with mugs.
KPIs:
– Westwood strengthens its avant-garde, cultural influence. 
– Twinings gains a younger, edgier consumer base.
– High engagement from music, fashion, and lifestyle audiences.
Outcome: Vivienne Westwood reinvents British tea culture. Twinings taps into fashion-led Gen Z marketing.

7. Stella McCartney x Leon – The Couture Lunch Wrap

Concept: A sustainable food-fashion crossover featuring eco-friendly wraps by Stella McCartney, designed for lunchtime influencers.
Execution Plan:
– Limited edition reusable wrap bags with Stella McCartney prints.
– Exclusive Leon lunch menu tied to fashion sustainability themes.
– TikTok challenge: “Show us your lunch look.”
– In-store collab stations pairing Stella McCartney accessories with Leon meals.
KPIs:
– Press buzz on sustainability-focused fashion food collabs.
– Social UGC from consumers showing off stylish eco-lunches.
– Increase in Leon’s ‘premium fast food’ positioning.
Outcome: Stella McCartney wins on eco-conscious fashion. Leon becomes the go-to sustainable lunch spot for fashionistas.

Here Are 3 Tips to Make These Brand Partnerships a Success

1. Collaborate with Influencers: Partnering with food influencers is a smart move. They already have the audience, and their followers trust their taste – quite literally.
2. Create Experiential Campaigns: Think of pop-up restaurants where attendees can taste food inspired by the latest collection. It’s a multi-sensory experience that leaves a lasting impression.
3. Leverage Social Media: Platforms like Instagram are a playground for food fashion trend. Brands can create visually stunning content that showcases both their fashion and food elements, tapping into the aesthetic-loving millennial and Gen Z audiences.

The food fashion trend is taking over. The food and fashion industries are practically dry-humping each other. Think of it as a classic “blue ocean strategy” – finding untapped potential where consumers are already deeply engaged. It’s not just a random trend.

From a partnership perspective, it’s a no-brainer. A clothing brand can partner with a high-end restaurant for an exclusive launch event. A skincare company can collaborate with a health-conscious food brand. The “value chain arbitrage” is huge! You’re leveraging the credibility and reach of two different brands to create something truly special. It is the art of “ecosystem orchestration” at its finest, and the food fashion trend is leading the way.

But, it’s not all sunshine and rainbows, though. Brands need to be SMART about this. Here are some potential pitfalls I see coming:

• Authenticity is KEY: Slapping a burger next to a handbag just for the sake of it? That’s a big no-no. It needs to feel genuine and aligned with the brand’s values. Nobody wants to see a fast-food chain suddenly partnering with a haute couture designer – unless they’re doing it ironically. The food fashion trend works best when it’s authentic.
• Overdoing it: Too much food in your fashion campaigns can actually overshadow the product you’re trying to sell. Remember, the clothes should still be the star of the show.
• Think of the customer and their journey: The most important thing to do is empathise with the customer. Is the customer a vegan? Then they shouldn’t be marketed meat products with your brand. The food fashion trend should be tailored to your audience.

The winning formula here is a blend of data-driven insights and creative vision. Brands need to find the sweet spot where fashion and food intersect in a way that resonates with their target audience. And that is the skill of brand partnerships, powered by the food fashion trend.

So, this trend in advertising is here to stay, but it’s not just about pretty pictures of pastries. It’s a strategic move to connect with consumers, convey luxury, and stay relevant in a rapidly changing world.

Now, if you’ll excuse me, I’m off to find the perfect kombucha to pair with my new designer denim jacket. See you on the ‘gram!

Until next post,

Love

Jasmin