2024-09-10 12:00:57
Silhouettes, muted colors, high collars: this is how elegantly reserved Fendi presented this fall collection at Milan Fashion Week in the spring. But one accessory was a bit out of the ordinary. It dangled from bags and long leather straps, in muted tones like the clothes of the models – but it turned out to be a small bag for lollipops.
The “cross-body lollipop handle” made of calfskin and goatskin with an adjustable knot strap, as the product is described on the Fendi website, was created in collaboration with the manufacturer Chupa Chups, is available from 490 euros and that it comes with a box, which contains five lollipops in cocoa-vanilla flavor, according to the manufacturer of the “symbolic respect to the five Fendi sisters”.
Holding a luxury lollipop sounds more like decadence than the hold that has been suggested since the triumph of the “Quiet Luxury” style and with which this Fendi collection fits perfectly. Exuberant hedonism is more to be associated with Versace or Dolce & Gabbana, playfulness is more to be associated with Miu Miu. The Fendi watcher will also be able to expect Tartufi or chocolates to be the sweets they prefer rather than a lollipop. But it is precisely this holiday, a combination of two brands that have something in common, that brings the accessory and its two creators a lot of attention.
Ketchup ballet flats, cornflake leotards, Pringles Crocs
In addition to Fendi and Chupa Chups, other collaborations of fashion labels and food manufacturers have already introduced this. This year alone, many companies from both companies joined forces: The fashion brand Kate Spade and the Kraft Heinz brand, known for tomato ketchup, released a collection of T-shirts, shoes, bags and the key chains in the ketchup bottle look summery. . Danish sportswear brand Hummel presents socks, socks and shoes with the iconic rooster image along with cereal maker Kellogg’s. The shoe manufacturer Crocs created a line of shoes in conjunction with the potato brand Pringles, the highlight of which (sold out quickly) was a mid-high shoe – equipped with pockets at ankle height in which chips can be stored.
The fact that these mergers sometimes seem arbitrary is part of the idea: the surprising effect helps not to get lost in the endless flood of new products intended to tempt target groups around the world to buy every day. In a way, culture and food share the same factor: people quickly get used to differences. Chocolate with sea salt or pepper does not surprise anyone anymore, nor the wild combination of patterns or color restriction. Ice cream flavor à la rosemary honey is available in ice cream parlors in all major cities, and sneakers with the last level caused a stir decades ago. That’s why new ideas are always needed.
Red and white ballerina flats: shoes from Kate Spade with a Heinz ketchup motifPursueWhat is surprising – and clever – is that the food part of these collaborations often evokes nostalgia. Pringles chips, for example, were part of movie nights and parties as a teenager (before you thought you had to switch to healthier snack options), ketchup and lollipops bring memories childhood comes back. This makes the emotion with which the food is undoubtedly associated. Fashion plays with feelings in a different way: from a price point onwards, it first arouses love. When it comes to packaging edibles and transportation, something you know from your own life meets something you may have always wanted to have.
Designer bags are a chip bag look
One of the most well-known examples of this is the bag from the luxury brand Balenciaga, which looks vaguely similar to the bags of Lay’s potato chips and was presented in 2022. The accessory, which received equal attention and opposition, originally came in four versions, supported by such hits as “Flamin’ Hot” and “Salt & Vinegar”. Price: just under 1600 euros. There are now other “varieties”, such as “Cheese & Onion”. Actor Michael Shannon (“Man of Steel”) appeared at the Met Gala in New York in May and revealed that the fashion mix stands out even among the eccentric outfits long after his catwalk show.
When chip bags were introduced in 2022, reactions fluctuated between enthusiasm and criticism. Some say that accessories have nothing to do with style. Others thought the design was simply ingenious. Opinions about the lollipop holder from Fendi also differ.
One Instagram user suspected that the design was probably due to a lack of ideas, while another explained that a lipstick holder would have been a more useful accessory – and maybe anyone is still sugar.
It may seem ironic when brands from the fashion world, which also focus on slimming, team up with companies from the junk food sector. But maybe that is exactly what opens the door to a discourse about a more ethical attitude towards bodies and clothing sizes that allow for health and enjoyment. And if there is one question that has always played a small role in fashion, especially luxury fashion, it is whether something makes sense. In any case, there doesn’t seem to be a lack of ideas behind it. On the contrary, countless opportunities for further collaborations between food and fashion brands can come to mind: Maggi and Versace, Ladurée and Levi’s, Louis Vuitton and children’s chocolate – the first thing is that they are not as appropriate as possible. At least at first glance.
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