High-end culinary experiences by food artists are a thing. Meet the new stars of the fashion–food scene, where food is just an excuse—or not
When fashion brands collaborate with food creatives, the food is hardly ever the point. For example, a Michelin-starred chef may elevate a brand’s image through an unexpected press event, or “nonna-approved” recipes can add a touch of irony to a luxury brand’s narrative on
social media. It’s rarely about the food itself.
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Instagram post showcasing “The Versace Art of Living,” captured through the lens of photographer Luca Grottoli.
Many luxury fashion houses have learned that hosting restaurant takeovers or culinary pop-ups, which connect heritage brands to their local food culture, is a brilliant strategy. This approach engages audiences, strengthens brand positioning, and increases brand awareness.
Plus, food-related content naturally boosts virality across social media platforms like Instagram, TikTok, and Pinterest, amplifying the brand’s reach.
Fashion Food Experiences: From Boring to Boundary-Pushing (Thanks to Art)
In the realm of fashion food experiences, the days of bland canapés and endless business dinners are long gone. Today, collaborations between luxury fashion labels and celebrity chefs or food artists are a major hype.During fashion weeks and international trade fairs, influencers, journalists, and industry insiders seek out immersive gastronomic moments that resemble artistic performances.
This trend highlights how brands use food as a platform to connect with their audiences, please stakeholders, and create memorable moments. While the fusion of food and fashion isn’t entirely new, it is now evolving into a strategic tool for designing immersive, multisensory brand experiences.
Culinary Studios Shaking Up the Luxury Scene
Innovative studios like Balbosté are revolutionising food experiences by merging fine dining with immersive gastronomy. They collaborate with prestigious fashion houses such as Loewe, Hermès, Louis Vuitton, Miu Miu, Chloé, and Dior.
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Balbosté's Instagram post expressing gratitude to Jonathan Anderson and Loewe for their early support and belief.
The buzz around these collaborations is growing rapidly as visual artists, floral designers, storytellers, and neuromarketing experts contribute to scenic mise-en-place and bespoke food presentations. These elements extend the luxury brand identity from the backstage to the kitchen and from the catwalk to the dining table.
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At Senses in the Poliform Lab, taste met form and sound met space — with creations by @balboste_paris, @studiolilo_, and @cobysey — in a multisensory celebration of design and emotion.
Fancy a Kaleidoscopic Food Experience?
Artist and fashion designer Idan Gilony, co-founder of UY Studio with Fanny Lawaetz, is redefining immersive experiences while promoting genderless fashion. He mixes music, fashion, photography, and gastronomy with his latest obsession: culinary experiences.
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A refined culinary collaboration by @idangilony for @irisceramicagroup_london_, blending design and gastronomy with thoughtful precision.
Fashion designers Nensi and Bella Avetisian experimented with food-inspired design in their Tasty collection. Drawing from Armenian temple ceilings and egg cartons, they created an iconic bag using recycled leather jackets, fusing sustainability with fashion and food creativity.
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Toffee caramel meets high fashion: this post reimagines family recipes through the lens of the SS22 collection, with textures echoing the season’s structural bags — a playful and personal collaboration between sisters.
Laila Gohar: Bridging Art, Fashion, and Food
Laila Gohar, an Egyptian-born artist based in New York, skillfully merges art, fashion, and food. So far, she has collaborated with renowned museums as well as luxury brands, including Simone Rocha, Prada, Comme des Garçons, and Hermès. Together with her sister Nadia, she also founded Gohar World, a tableware brand that enhances her immersive culinary projects.
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Instagram post from Gohar World announcing their debut at Matter and Shape (2025) in Paris, featuring a new glassware collaboration with Viennese crystal atelier @lobmeyr and select archival pieces from 1925.
One standout initiative is a shoppable installation created with Dries Van Noten at the Little House fashion store in Los Angeles, representing an innovative fusion of retail, art, and gastronomy.
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House of Gohar brings its imaginative world to Los Angeles this December with a month-long residency at Dries Van Noten’s Little House — previewed in this Instagram post.
“The food is never really the point. My work is about setting the stage for people to be uninhibited, to feel more like children, to break the ice,” she told AnotherMag.
When Fashion Works with Food, Is the Food the Main Attraction?
As we’ve observed, when fashion collaborates with food, the food often takes a backseat. However, there are instances when it truly steals the show. This fast-growing intersection of fashion, food, and art is becoming a new frontier for luxury brand storytelling, immersive dining experiences, and boundary-pushing creativity, significantly influencing contemporary gastronomy itself.
In a world obsessed with social media, where attention is the ultimate currency, these collaborations not only satisfy appetites but also feed the feeds and spark viral, real-world moments that benefit everyone involved.
Gaia Giordani
Editor, Generative AI Explorer and New Media Communication Expert