The gastronomy boom in fashion and luxury brands: a new trend

At Filippa Agency, we have analysed and studied the growing intersection between the world of fashion and gastronomy. This phenomenon, in which luxury brands traditionally known for their runway shows and high-end boutiques are making inroads into restaurants and beverages, has captured our attention and that of an ever-widening audience.

In the wake of the Covid-19 pandemic, the return to cafes and restaurants has never been more popular or in demand. It’s an opportunity for fashion brands to multiply the number of openings by partnering with renowned chefs from around the world.

What is driving these firms to expand into the gastronomic sector? Here, from Filippa Agency, we break down the reasons behind this trend and present some emblematic cases of how fashion brands are making their mark in the culinary world.

Reasons Behind Gastronomic Expansion

Expanding the Brand Experience: Luxury brands are looking to offer a holistic brand experience that transcends fashion. The opening of restaurants and cafés allows these firms to interact with their customers in a more intimate and multisensory way, creating environments that reflect their values and aesthetics. It allows them to capture a different target, the Z generation, creating a different experience; we are talking about Experience Economy.
Income Diversification: Investment in the gastronomic sector is a strategy to diversify sources of income. In a highly competitive fashion market, expanding into new sectors can provide financial stability and new growth opportunities.
Exclusivity and Differentiation: Opening exclusive restaurants allows fashion brands to further differentiate themselves in the luxury market. These spaces not only offer meals, but also act as meeting points for a select clientele, reinforcing the image of exclusivity.
Synergy with Culture and Lifestyle: Fashion and gastronomy share a focus on lifestyle and culture. Both industries focus on creativity, aesthetics and sensory experience, making them naturally synergistic fields.

According to Cécile Poignant, an independent trend analyst, fashion and cuisine are intimately linked, at least lately. “What you wear and what you eat says a lot about who you are,” she explains to F&B Report, a magazine dedicated to gastronomic innovation. “Both areas are driven by trends. Both tell a story, highlight passion and hard work, and also reference the relationship that can exist between a customer and a craftsman, a know-how.”

Emblematic Cases

Ralph Lauren: The American brand Ralph Lauren has been a pioneer in this trend with the opening of several bars, coffees, restaurants, such as The Polo Bar, Ralph’s coffee, Le Ralph, in New York, Chicago, Milan, Paris etc. These establishments reflect the elegance and classic style of the brand, offering customers a space where they can enjoy high quality food in an environment that embodies the essence of Ralph Lauren.
Gucci: Italian fashion house Gucci has ventured into gastronomy with its Gucci Osteria restaurant, in collaboration with renowned chef Massimo Bottura. This restaurant, located in Florence and with locations in Beverly Hills, Tokyo & Seoul, offers a culinary experience that combines the sophistication of Gucci with the gastronomic creativity of Bottura.
Louis Vuitton: In 2020, Louis Vuitton opened its first café and restaurant in Osaka, Japan. Le Café V and Sugalabo V are spaces that blend the brand’s elegance with haute cuisine, offering a unique experience to its customers. In addition, Louis Vuitton has expanded its gastronomic presence in Saint-Tropez with the opening of an exclusive restaurant that combines its distinctive style with the culinary sophistication of chef Arnaud Donckele and pastry chef Maxime Frederic, appealing to fashion enthusiasts and gourmets alike.
Dior: French brand Dior has opened several restaurants and cafes in iconic locations, such as on the terrace of its Paris store. The restaurant called Monsieur Dior is a tribute to French art de vivre inspired by the creativity of chef Jean Imbert. These spaces not only offer exquisite dishes, but are also designed with the same care and attention to detail that characterize his fashion collections.
Armani: Giorgio Armani, a pioneer in this diversification, has created a chain of restaurants and cafés under the Armani brand, present in cities such as Milan, New York, Paris, Tokyo and Dubai. These 20 establishments offer cuisine that reflects Armani’s minimalist and elegant style.
Dolce & Gabbana: Italian brand Dolce & Gabbana has brought its passion for fashion and lifestyle this summer to Saint-Tropez with Casa Amor. Its restaurant, inspired by Sicilian aesthetics, offers a unique culinary experience that combines traditional Italian dishes with a modern twist. The luxurious ambiance and opulent décor perfectly reflect the essence of the brand.
Zara: Very recently, the popular fashion brand Zara surprised Parisians by handing out free baguettes for the grand reopening of its Rivoli store. This initiative combines fashion with a French culinary icon, integrating itself in an innovative way into the daily lives of its customers.
Lancôme: Cosmetics brand Lancôme has collaborated with Nina Metayer the renowned pastry chef to create Le Café de la Rose at the Lancôme des Champs Elysées store. These sweets reflect the elegance and luxury of Lancôme, offering customers a delicious experience that complements its beauty products.
Ferragamo: Salvatore Ferragamo has expanded its reach into gastronomy with the launch of Portrait Firenze and Portrait Roma, two luxury boutique hotels that include the exclusive Portrait Bar. This space offers a selection of cocktails and aperitifs in a chic and relaxed atmosphere, encapsulating the essence of the brand.

And many more: Prada, Chanel, Paul Smith…

From Filippa Agency, we observe that the incursion of fashion and luxury brands in the gastronomy sector shows no signs of slowing down. These initiatives not only reinforce brand identity, but also create new ways of interacting with consumers. By combining fashion and gastronomy, these firms are redefining luxury in the 21st century, offering holistic experiences that celebrate good living in all its forms. The success of these gastronomic ventures suggests that we will see more collaborations and restaurant openings by other fashion brands in the near future, making this convergence an exciting and ever-evolving area within the world of luxury and fine dining.

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