Let’s talk food in fashion. As someone who equally loves fashion and food, the latest trend in fashion for me came as an unexpected treat. Sure we have all seen the cherry’s on skirts and the cute little pineapples on Hawaii shirts, but recently brands are even applying junk food prints to designs.
I had already seen hamburger sweaters on several websites like Tumblr, Pinterest, Tumblr and some more Tumblr, but it came as a pleasant surprise seeing Italian menswear label Frankie Morello re-introducing the fast food prints into their latest collection. The fashion duo, Maurizio Modica and Pierfrancesco Gigliotti, known for dressing several celebrities and their standout design, presented their quirky and food loving mens collection during Milan Men’s Fashion Week.
The unconventional Spring/Summer collection for men feels joyful, showing designs with unique prints on easy to wear garments. Next to the fun food prints the designers also worked with other fun prints, which in my opinion really elevated the designs.
Somehow the design duo managed to translate every fashion student’s nightly cravings into wearable and fun summer garments while at the same time highlighting an up-coming social trend.
As the designer expressed: “what we eat has become a metaphor for the fashion industry, which needs more genuineness and naturalness, a slower pace, and a search for quality and pleasure.”
Although wearing a hamburger sweater is twice as fun without the calories, I sincerely doubt the idea that this will be a big hit and will make consumers more food conscious. As much as I would love it, I do wonder if this trend will continue... As desperate as I would love to see skinny teenagers walk around in fast food creations while eating carrots, I sincerely doubt the effect it will have in fashion and on consumers. Luckily the designs are fun enough to make you want to have them, even if it’s only to make your colleges/classmates jealous and hungry.
What are your thoughts? Is food in fashion a lasting trend?