How food became fashion’s fav flex
+ Kendrick Lamar for Chanel & Kate Moss in Perfect
Why are brands obsessed with food?
Earlier this year, I watched a TikTok video from brand strategist Eugene Healey about what a status symbol looks like in 2025 and the ‘decline’ of the luxury industry’s status as a ‘status symbol’ itself.
In the video, Healey explains that due to the complete oversaturation of products, a level of mystique is lost around them. Even if most people can’t afford Birkins or Lambos, the exclusivity starts to feel diluted when they’re always on your feed.
And it doesn’t stop with physical products either. With injectables, weight loss meds, and high-end skincare more accessible than ever, everyday people can now achieve the polished aesthetics once reserved for celebrities. The result? The “aspirational” look is no longer as rare or as powerful.
Healey argues that with so much ‘luxury’ available at our fingertips, the next ‘status symbol’ will not be from the ‘visual realm’ but behavioural.
Which brings me to a marketing trend that I’ve noticed has been bubbling up in 2025: food. In this post-luxury era, brands are leaning into one of our most basic human needs.
Food and fashion have long been intertwined, but lately, we’re seeing a saturation of hyper-visual, highly stylized food moments coming from brands that don’t traditionally belong to the food space.
I believe that the real momentum with this kicked off with Hailey Bieber’s viral ‘glazed donut’ beauty looks last year - a concept that not only captured attention but translated into a successful product line under her brand, Rhode.
More recently, brands like Prada, Jacquemus, Loewe, and Vieve have jumped on the bandwagon, blending culinary aesthetics with their visual storytelling.
What do you make of this trend? And more interestingly, which consumer behaviors might brands lean into next?
Kendrick Lamar signs as Chanel’s brand ambassador
He once rapped, “I ain't rockin' no more designer shit,” but it seems Kendrick Lamar has had a change of heart. The Not Like Us rapper has been named Chanel’s latest brand ambassador, fronting its Spring/Summer eyewear campaign.
Lamar, the only hip-hop artist to ever receive a Pulitzer Prize, shared with Business of Fashion: “I visited the Chanel ateliers and saw the process of how something goes from design to execution. Seeing the people who work hard and bring these visions to life resonates with me.”
Though Chanel has traditionally offered limited menswear, fashion insiders speculate this collaboration could signal a move toward broader reach and a stronger unisex appeal.
The allure of Kate Moss, Ray Winstone and Nadia Lee Cohen
Pure romance, pure emotion, pure crime. Kate Moss and Ray Winstone for Perfect Issue 8.5 by Nadia Lee Cohen.
In a series of five collectable covers, the model and British actor play the role of lovers from a bygone era. Told through the directorial lens of Nadia Lee Cohen, with styling from Katie Grand, the duo cosy up on location within North London’s Mildmay Club.
The Absolutely Fabulous-style fashion story was written by David Owen.
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Aston Martin collaborates with The Rolling Stones on analog F1 film. Director Glenn Kitson explained: “We shot it on 16mm film to give it some gritty texture. All the collage images are original pieces lent by Matt Lee, who has the biggest Rolling Stones collection in the world. It’s insane the amount of stuff he has, from original records to letters between the band and management as well as tour passes. He even has the cape that Jagger wore at Altamont.”
The New Yorker celebrates its centenary with a look back at 100 years of covers. The work honors the publication’s current editorial staff, with the script written in partnership with editor David Remnick and the voiceover is by staff writer Jia Tolentino.
A young man flexes muscles to promote Apple’s ‘clean up’ tool. The kooky spot shows a young man determined to show off his muscular physique. The trouble is, his mother is taking the photos, and she can be seen in the reflection of the bedroom mirror.
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