Even fashion drinks too much coffee

Approximately 2.6 billion cups of coffee are consumed worldwide every day, so it is no surprise that what is the second most drunk beverage was among the stars of the latest fashion month. Fendi for example, in its show hosted at the factory in the Florentine countryside, brought coffee holders and coffee cups to the runway in the full spirit of the collection, designed by Silvia Venturini to tell the behind-the-scenes story of the brand's employees. And who would know how to give up a coffee to start their workday? So did Louis Vuitton, which at the hands of its new artistic director Pharrell Williams decorated coffee cups with its new Damoflage, the ubiquitous pattern in the collection that combines classic camouflage with Damier of the French brand.

Fendi SS24 Menswear

Fendi SS24 Menswear

Fendi SS24 Menswear

Fendi SS24 Menswear

Everyone drinks coffee, especially those who follow that diktat of the fashion world that work is the only thing that matters, at the cost of depriving themselves of sleep. But beyond that, coffee is part of our daily lives, we drink it in the morning and, especially in these all-Italian latitudes, we consume it after meals and during work breaks. So it is no surprise that fashion brands have chosen to "glamorize" a daily ritual that had already undergone a marked transformation in recent years. In the beginning, it was Starbucks, able to make coffee cool, or rather to make the very act of having coffee an identifying ritual that went far beyond the simple need to ingest caffeine into one's body. As if that were not enough, in recent years of homemade coffee, often with machines that cost up to thousands of euros and available on sites like Ssense, has become a real movement with over 5 million views on TikTok and a number of fashion brands that have chosen to capitalize on the trend.

HELIOT EMIL, for example, has created a coffee stand available online, while there are plenty of those who have chosen to open venues around the world. Just a few months ago, Prada opened its new coffee bar inside Harrods in London, a venue that joins the now very famous Bar Luce (the bar decorated by Wes Anderson) inside Fondazione Prada in Milan. Also on the list are A.P.C., Maison Kitsuné, Jacquemus, Saint Laurent, Dior, and Aimé Leon Dore, whose Café Leon Dore has now created a cult within the cult. Ralph Lauren, on the other hand, deserves a separate discussion; with Ralph's Coffee, he has not only opened a dozen locations divided between Europe, the U.S., and Asia but also put on sale a series of blends created by the brand, to be drunk strictly in the branded cups on sale online and in-store. In the lifestyle race, many brands have done the same, creating from cup sets-such as Ann Demeulemeester and Acne Studios to name a few-to actual cups made famous by Starbucks, such as those sold by Balenciaga and the aforementioned Saint Laurent. If in 2014 Moschino had brought junk food to the runway with McDonald's, this time it was the turn of a somewhat healthier habit than the one chosen at the time by Jeremy Scott.