We've entered the era of food inspired it-bags

When the meme becomes reality, a tomato turns into a Loewe it-bag. It's not a joke, but what happened a few weeks ago, when a user posted a photo of a tomato on X that "is too Loewe." The creative director of the Spanish house, Jonathan Anderson, played along and, a few days later, a video showing a bag resembling a tomato appeared on his profile. The nonsense of social media, you might say. Not necessarily, as a joke always has a grain of truth.

Never so many food-inspired bags

It was Fendi in 1997 who first launched a food-inspired bag, with its it-bag named Baguette not for its shape, but because it was designed to be tucked under the arm like the French do with their precious baguette. Nearly thirty years later, this idea of drawing inspiration from food to create an iconic bag seems to be a trend among brands. Among the pioneers is undoubtedly Judith Leiber with her food couture: cones of French fries, pancakes, milkshakes, ice creams, donuts, orange slices - and much more - not to eat but to hold, which gained fame also thanks to Sex and the City. More recently, during the presentation of its Salon 02 collection in 2021, Bottega Veneta unveiled a version of the Double Knot bag with a 3D finish, nicknamed the Spaghetti Bag by fashion enthusiasts. Pasta, in particular, with its varied and imaginative shapes and textures, seems to be an important source of inspiration for designers. This is the case with the emerging designer Federico Cina, who at the beginning of 2024 launched his Tortellino Bag, now sold out, inspired by one of the culinary and cultural heritages of Emilia-Romagna. A tribute to his grandmother, from whom he learned to make them by hand.

But since Italy is not just pasta pizza, the French brand Vautrait has created the Burrata Bag, a trompe-l'œil bag where the white leather is gathered in a knot on the top, resembling this cheese that seems to be consumed more in Paris than in the whole of Puglia. The zip in the middle, however, is not an access to a heart of milk to devour, but the tool to secure one's essential items. Another French fashion house, Lemaire, chose instead to pay homage to the most iconic product of the French culinary tradition, imagining a bag in the shape of a croissant. Louis Vuitton, before the arrival of Pharrell, found inspiration in Asia, creating a clutch with the monogram called the Fortune Cookie. During his latest show, Olivier Rousteing of Balmain played with details, adding clusters of grapes like precious jewels to some of his bags. A reference to Bordeaux, the hometown of the creative director, famous worldwide for its vineyards.

Staying on the theme of fruits and vegetables, last March Loewe presented its beaded asparagus bunch-shaped bag. The list does not stop here, as demonstrated by the Fish Bag by Bottega Veneta, the bread-shaped bag by Moschino, or the one that resembles a bitten slice of vanilla cake, designed by Tal Maslavi. Not to mention creations inspired by product packaging, such as the Balenciaga bag that ironically and cynically mimics a bag of chips, or the rainproof bag to protect one's baguette created by Undercover. Behind this creative thread, "there is a commercial operation focused on fun," according to Vincent Grégoire, Director of Consumer Trends & Insights at Nelly Rodi. "In this era where society is very fragmented, consumers need comfort and, at the same time, return to essential concerns. In this context, food is certainly one of the things that matter to us and that can always represent us," says Grégoire.

Gastronomy, the new fetish of fashion

In the face of increasingly close relationships between luxury houses and the world of gastronomy, talking about it bags seems reductive. "Food and fashion, here we are," Guillaume Salmon, a historical PR lifestyle in Paris, head of communication at colette for 17 years and now number one at his agency Tact, told nss a few weeks ago. What is therefore taking shape is not just a trend in terms of bags, but a global and multifaceted alliance, reminiscent of the one that has developed in recent years between sports and fashion. More and more, brands are offering culinary experiences under their name. Just think of the success of Café Kitsuné, which has become a meeting place among the cool kids of Paris. But to delight the palates of their aspirational customers, luxury houses also have many collaborations with chefs and pastry chefs, who have also become social media stars. In this sense, LV Dream sets an example, the cultural space of Louis Vuitton in the heart of Paris that hosts the most elaborate and exquisite delicacies of the pastry chef at Hôtel Cheval Blanc, Maxime Frédéric, on the first floor.

"Hospitality is the new favorite sector of fashion, but with a pop culture approach! Pizzas, croissants, dumplings, and so on are transgenerational and transcultural references, understandable by everyone," explains Vincent Grégoire of Nelly Rodi. In this sense, the decisions of numerous brands to associate their name with that of restaurants located in the most coveted tourist destinations in the world can also be interpreted. Just a month ago, Jacquemus inaugurated the La Renaissance restaurant in Saint-Tropez, whose design and menu were rethought for the summer season. Another restaurant in the southern French town, located inside the White 1921 hotel, has been signed by Louis Vuitton for years.

Some gastronomic realities then make their expertise available to luxury brands to illustrate their universes in a poetic way. This is the case with We Are Ona, the culinary studio that, since 2019, has been creating pop-up restaurants in the most unusual places in the world. Among its clients have been Saint Laurent, which in 2022 hosted a sushi-themed dinner in its Rive Droite lifestyle concept store in Paris, and Jacquemus, protagonist of a real and vegan dinner at the Château de Versailles. According to founder Luca Pronzato, "gastronomy can be a valuable tool for creating and retaining a community, as well as for representing the essence of a brand." Never so close, fashion and food have now joined hands to embark on a journey whose end seems very far away.