The rise of haute cuisine in fashion

The intersection of gastronomy and fashion, two unlikely partners, some might think. However, upon closer reflection, food is an art, just like fashion. Sometimes, a delicately arranged dish can resemble a haute couture gown, and a tulle Chanel dress can resemble puff pastry. That being said, it makes perfect sense for the two industries to merge and capitalize on their respective expertise and clientele. Indeed, more than ever, the luxury industry is seeking a way to convey an authentic and unprecedented experience. Far from partnerships with Hollywood stars or A-list celebrities, luxury now needs to create an original connection with its customers. In this case, chefs benefit from a unique influence. Their diverse and inspiring journeys, their creativity – strong principles that allow them to tell realistic stories while offering dishes deserving the same praise as a beautiful collection.

By choosing to partner with chefs and offering dining experiences to customers, luxury houses have the opportunity to create more than just an ordinary shopping experience. They awaken all the senses—taste, touch, sight, smell—in what constitutes two intersecting and complementary worlds. The partnership between luxury fashion houses and specialized restaurants dates back to 1998 when Giorgio Armani opened the Emporio Armani Café in Paris. At the time, Armani told Forbes that he wanted a "new concept to give customers a break from shopping, a place to have lunch or a drink after work." Also noteworthy are the Polo Bar in New York and Ralph's restaurant in Paris, which offers American classics to Parisian customers in the 6th arrondissement. Luxury brands venturing into hospitality or dining, often partnering with renowned chefs or mixologists, often reap the rewards by strengthening customer engagement, encouraging repeat purchases, and generating more revenue—something every luxury house strives to maintain in today's increasingly competitive environment. More recently, there has been a plethora of partnerships between luxury fashion houses and chefs.

Louis Vuitton's Restaurants

In 2020, Louis Vuitton opened restaurants in its Osaka store in Japan: Le Café V, Ginza, and Sugalabo V, in collaboration with Japanese chef Yosuke Suga, who offered traditional French dishes with a Japanese touch. Additionally, the French brand collaborated with three-Michelin-starred chef Yannick Alleno (Pavillon Ledoyen, L'Abysse, Le 1947) for a lounge restaurant at the Hamad International Airport in Doha. More recently, Louis Vuitton opened its first independent restaurant in Saint-Tropez, a resort hotspot, with acclaimed chef Mory Sacko, who, at only 31 years old, is one of the most promising and decorated chefs of his age. During the summer, the Saint-Tropez restaurant welcomed chef Arnaud Donckele (La Vague d'Or, Plénitude) and pastry chef Maxime Frederic to help craft the restaurant's menu.

Dior in Osaka with Anne-Sophie Pic

If the aforementioned restaurants were not enough to convince you that fashion and gastronomy blend seamlessly, there is the Monsieur Dior restaurant located in the brand's Paris boutique, featuring chefs Jean Imbert, sometimes considered the enfant terrible of the French gastronomic scene, and Antony Clement in the kitchen. More recently, the Monsieur Dior restaurant has been so successful in Paris that a new establishment was opened in Osaka, Japan, under the guidance of another incredible Michelin-starred chef. Anne-Sophie Pic, the world's most-starred female chef, hopes to contribute to the expansion and elevation of the brand's culinary expertise through a long-term partnership. She will begin her new activities with the brand upon the opening of the new Monsieur Dior restaurant in Osaka in 2025. "Christian Dior is undoubtedly the couturier of feminine ideals. He elevates women through the curved lines of his unique creations. As a chef, this sensitivity touches me, and I am proud to celebrate elegance and French craftsmanship through this alliance," expressed Ms. Pic in a statement to WWD.

Gucci Osteria with Massimo Bottura and Jacquemus's Citron Café

Gucci has also made significant strides in the culinary field. Consider the Gucci Osteria, in collaboration with the renowned Italian chef Massimo Bottura, a Michelin-starred chef. Gucci Osteria is now present worldwide, including in Tokyo, Los Angeles, and, of course, Italy. Let's not forget the iconic Citron Café by Jacquemus, whose vibrant and colorful collections often evoke fresh, brightly colored fruits. Suffice it to say that partnering with culinary icons or simply incorporating elements of gastronomy into their brands or flagship stores is an incredibly smart decision for luxury brands. Not only does it increase revenue, but it also solidifies brands as more than just places to buy clothing—they become cultural elements of society, recognized for more than their collections. And, of course, working with Michelin-starred chefs means the food is delicious, which is always a positive point.