Fashion editors love a freebie (we really do), and the most gratifying of gifts are those that line the stomach. So the latest trend sweeping — or should we says ‘sweetening’ — fashion week is a welcome one: fashion, it seems, has branched into the food and beverage business.
Luxury brands have been offering guests at the Spring/ Summer 2020 shows everything from ice lollies to cake, and they’re not limiting their catering to the front row either.
Celine, overseen by famously terse, famously reticent creative director, Hedi Slimane, surprised Insta-followers with an uncharacteristic post: an image of classic French butter biscuits.
No intel on how Slimane eats them (with coffee or tea? Does he dunk?). But we do know that the sweet snacks have an official name, CELINE BISCUITS TRIOMPHE, and they’re made in a factory famous for producing traditional French cookies.
You can’t buy them, but they are served in Celine stores (because one needs sustenance to shop). And, as one editor informs us, ‘they’re crisp; a good snap, with a fantastic crunch.’ So they’re as positively reviewed as this season’s culottes.
Elsewhere, Saint Laurent now has more in common with Celine than its former creative director. The French luxury brand, under the direction of Anthony Vaccarello since Slimane left in 2016, has opened a café in its Rive Droite store.
The slick, black marble space opened just before Paris Fashion Week kicked off, serving a range of pastries and coffees. And it offers a side of music with those sweet, sweet morsels. Scan the QR code on the coffee-cups, and you can have access to a weekly Saint Laurent playlist. Beats the muzak in Costa…
Givenchy was also stuffing show-goers full, offering pretzels wrapped in monochrome packaging featuring its graphic logo. Supermodel Karen Elson, Euphoria star Hunter Schafer, and Game of Thrones’ Maisie Williams were among guests seen chowing down in the front-row. They’re Schafer approved: ‘This is wonderful.’ So they’re less divisive than the return of denim midi-skirts…
In Milan, Fendi realised it was onto something, having launched a cafeteria pop-up in Harrods earlier this year. To celebrate the brand’s Spring/ Summer 2020 show, it planted the pop-up in Milano, this time taking advantage of the warm weather, and serving ice lollies.
Partnering with Italian ice cream company Steccolecco, the brand launched double-F branded popsicles, serving them to the public, as well as models and staffers backstage at the SS20 show. If you happen to be in Milan, they’ll be serving them on the ground floor of the city’s Central Station until 14th October.
Also in on the action in Milan was Maison Margiela sister-brand, MM6, serving up an XL wedding cake to go with wedding-inspired looks on the catwalk. How did it taste? We wouldn’t know; every other editor beat us to grabbing a fistful. But it was a soft, yellow sponge (vanilla? A touch of almond?), with lavender frosting that read ‘Just Margiela.’ We’ll just have to imagine it was good as the white dresses on offer…
New York also served up several banquets, as well as catwalk looks, with more of a savoury tooth: there were pickled vegetables at Rosie Assoulin, bread baskets at Lela Rose, and a Bat Mitzvah spread at Susan Alexandra amid its signature beaded handbags. Tory Burch also satisfied early-risers with a continental breakfast.
So don’t believe what you read about the fashion industry’s light appetite. We like our meals like we like our frocks: go big or go home. (We guess all the fringe on the SS20 catwalks is spaghetti-inspired).
This article first appeared on ELLE UK.