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Food-Brand Tie-Ups Spread Across Beauty, Fashion and Wellness
A wave of food and beverage collaborations is sweeping beauty, fashion and wellness labels, as brands lean on nostalgia and novelty to reach new consumers. A symposium in New York on October 15 will examine food's growing role in fashion.
Brands across beauty, fashion and wellness are pairing up with food and drink names at a rapid clip, according to a roundup of recent tie-ups. The roster spans the expected and the unexpected, from Tower28 with Jell-O and Mane with Cinnabon to On Running with the Erewhon grocery chain and Goodwipes with Liquid Death water.
Other pairings include Too Faced with frozen yogurt chain Yogurtland, Swarovski with Nespresso, Malin+Goetz with the restaurant Carbone, Logitech with coffee chain La La Land, and Dedcool with hair accessories label Emi Jay. Further announcements are expected to roll out over the coming weeks.
Ana Andjelic, a longtime fashion executive and co-founder of the industry symposium Tasteful, described the shift as brands taking on multiple roles in culture. "These days, everyone is in everyone else's business, so to speak," she said, pointing to questions such as why a house like Saint Laurent makes films, why restaurants like Carbone or Apollo Bagels produce apparel, and why a running brand would partner with a grocery store. The common thread, she said, is how a brand's intellectual property can exist beyond its core business.
Tasteful is scheduled for October 15 in New York and will focus on the developing role of food in fashion, with executives expected from Chanel, Estée Lauder Companies, Goldbelly and Hilton, among others.
Andjelic's own résumé includes executive roles at Banana Republic, Esprit, Mansur Gavriel and Rebecca Minkoff.