Fashion-Food Ludo

In a world full of attention on currency, the fashion and food industries are working in the same space as a part of their strategic approach. We have created a Fashion-Food Ludo showcasing more than 50 fashion brands that have collaborated with snack and food brands across time from 2010 till present. The final graph showcased the blur between the boundaries of identity, lifestyle, fashion, and taste.

This merge between food and fashion seems a playful and unserious approach but one has to acknowledge that it has a deep marketing aspect. There is a space for a cross-audience extension that gives the fashion brands access to food lovers. Social media, especially TikTok and Instagram, loves these kinds of quirky and surprising collaborations. This creates a shared brand experience that creates a unique experience and drives cultural relevance for fashion brands. As a result, the sales will be high.

In this ludo, the highest number of collaborations was from Crocs (4) with KFC in 2020, McDonald’s in 2024, Pop-Tarts in 2023 and Pringles in 2024, followed by Fendi (with Chupa Chups in 2024 and KFC in 2022), Balenciaga (with Lay's in 2022 and Erewhon in 2024), Forever 21 (with Cheetos in 2024 and Taco Bell in 2017), Kate Spade (with Heinzv and M&M’s in 2024), LeSportsac (with Chupa Chups in 2023 and Haribo in 2025), Nails Inc. (with Velveeta Cheese in 2022 and McDonald’s in 2024), and Nike (with Ben & Jerry's in 2020 and Montreal Bagel in 2023).

For the food brands, McDonald’s leads the way with five collaborations - Moschino (2014), Cactus Plant Flea Market (2022), Crocs (2024), Nails Inc. (2024) and Palace Skateboards (2023), followed by KFC (with Crocs (2020), Fendi (2022) and Pestle & Mortar Clothing (2019), and Chupa Chups (with Fendi in 2024, LeSportsac in 2023 and Tocco Toscano in 2023).

There has been a rise in niche players such as ThredUp, Anti Social Social Club, A Bathing Ape (BAPE), HUEMN, Good Earth, and Ghost involved in this game, breaking the big brands-only tag. We can also see that Beauty brands are entering the league, i.e., E.L.F. x Dunkin’ and Nails Inc.. This collaborative strategy has crossed the borders to spread across countries too - Kizik x Greggs and FILA x Del Monte. There is also a signal of sustainability in this space. Some releases like ThredUp x Taco Bell showcase limited and/or upcycled productions.

Fashion houses are also involved in the culinary and beverage industry by themselves. In February 2025, in collaboration with Da Vittorio, Louis Vuitton opened DaV by Da Vittorio Louis Vuitton, the restaurant and cafe, in Via Montenapoleone, Milan. LVMH Moët Hennessy - Louis Vuitton has already been an active and major participant in wine and spirits. Giorgio Armani has its own take on culinary ventures - Armani Ristorante in major cities like Milan, Tokyo, and Dubai, Armani Café in Milan and Dubai, and Armani Dolci specialises in curated gourmets and seasonal treats. They all perfectly complimented its aesthetic codes. The brand opened its new restaurant in New York at 760 Madison Avenue in November 2024 and Armani/Cafè in Beijing inside the China World Shopping Mall in February 2025. The founder Mr. Armani has been one of the earliest pioneers in restaurant business expansion. He opened the first restaurant of the label in 1998.

Ralph Lauren has Ralph’s Coffee in global locations including Tokyo, Paris, Hong Kong, Seoul, and New York, as well as a Restaurant in Paris. Gucci has Gucci Osteria in partnership with Chef Massimo Bottura in Seoul, Florence, Beverly Hills, and Tokyo. Fendi owns Fendi Café in Miami, Tokyo, and Paris. Prada introduced Bar Luce inside Fondazione Prada, Milan designed by the film director Wes Anderson. Dolce & Gabbana has a Martini Bar in Milan, Tiffany & Co. features Blue Box Café in locations like New York and London, and Versace came with Palazzo Versace Restaurants in Australia and Dubai. Burberry invested in Thomas’s Café, named after its founder Thomas Burberry, in London.

In 2025, the integration of functional foods is expected in this strategy where the fashion brands focus on wellness-focused food items. There is also a forecast in tech-powered dining experiences - Prada Café introduced augmented storytelling by using VR/AR to offer immersive branding and spatial design, turning the café into an Instagram-worthy spot. Maxime Frédéric at Louis Vuitton is a Pastry Boutique that showcases high-end tech-based packaging and visual storytelling interfaces that merge culinary excellence with fashion.

With this, the brands are expected to explore more options in the food, snack, and culinary world that can support them in an expanded audience target.