Chanel, Dior, Louis Vuitton, Armani or even Ralph Lauren are among the luxury brands that have already opened a restaurant, a food store, a café or a tea room in their name. Whether ephemeral or permanent, these collaborations between fashion and gastronomy are becoming more and more frequent. For what reasons ? What advantages do each of these two environments derive from it?
“For brands, it is a way of life that they wish to offer, in addition to their clothes,” estimate Frédéric Godart, sociologist of fashion, research professor at the Insead business school, and Thomas Jaspers, founder of the food and events agency, Staff Meal. An extension of high-end experience that these experts decipher to 20 minutes.
A lifestyle specific to brands
By opening Emporio Armani Caffè on Boulevard Saint-Germain in 1998, Georgio Armani laid the foundations for a lasting relationship between fashion and gastronomy. At Le Figaro, the couturier spoke of “creating a complete Armani lifestyle”. And teaming up with Sicilian chef Massimo Tringali allowed him to transpose his world “from the boss to the plate,” he confided to Gastronomico.
“Behind these restaurants, the idea for these brands is to build customer loyalty. Offering experiential consumption in addition to material consumption allows us to maintain a link between two collections, explains Frédéric Godart. Italian brands are the first to have strengthened their soft power by partnering with chefs.”
Chanel followed by partnering with Alain Ducasse in 2004 in Tokyo to open the Beige restaurant. Their common objective: to promote French savoir-vivre in Japan. The restaurant has also become an example of restaurant design expertise combined with a luxury brand. In 2010, Ralph Lauren similarly opened his American cuisine restaurant Ralph’s with the ambition of becoming “the best restaurant in its category in Paris”. More recently in 2022, Louis Vuitton partnered with pastry chef Maxime Frédéric for the creation of the café chocolaterie, LV dream, while Dior called on Jean Imbert for its Monsieur Dior restaurant on Avenue Montaigne.
A collaboration that benefits everyone
“Collaborations between chefs and brands are also a way of benefiting from the image of others,” says Thomas Jaspers, founder of the food and events agency, Staff Meal. We are not surprised to find in the kitchen the names of Amandine Chaignot (Rosy & Maria for Carita), Mory Sacko (Louis Vuitton in Saint-Tropez), Juan Arbelaez (Café Messika) or Jean Imbert (Dior)…
“They are chefs in the spirit of the times and perceived as stars,” underlines Thomas Jaspers. The profession of chef sells dreams and this naturally attracts luxury. As both industries are constantly looking for novelties and distinctions, this is a way for them to explore new possibilities together, knowing that they share the same consumers. »
A shared sense of craftsmanship
Beyond a simple, well-thought-out commercial strategy, the collaboration between fashion and gastronomy also finds its justification in the sharing of common values. “We talk about excellence, hard work and craftsmanship in both disciplines,” emphasizes Thomas Jasper.
“Fashion, tangible and sensory, offers an exceptional playground for chefs who benefit from total freedom and offer unique creations for a brand, an event or a collection, thus creating a tailor-made experience,” believes Thomas Jasper . At Cafe Messika installed for the summer (at least until October 5) on the terrace of the 7th heaven of Printemps Haussmann, the jewelry house offers a unique menu signed by Juan Arbelaez which combines flavors and textures in an ingenious game of opposition between hot, cold, sweet and salty.
At the restaurant and Rosy & Maria coffee, from the beauty house Carita, the “Parisian, delicate and sourced” cuisine is served by chef Amandine Chaignot. At the cafe 19M, an exhibition space initiated by the house of Chanel, the atmosphere is friendly and warm, ideal for a gourmet break thanks to the menu created by chef Laurine Marty. But fashion also knows how to do without renowned chefs, to favor simpler dining spaces, provided that they stick to their image.
Agnès b, with Toasted bread, offers a café-restaurant “like at home” with local and seasonal products. Maison Kitsuné with its Kitsuné coffee, modern, cosmopolitan and welcoming, highlights the spirit of the small, intimate café.
This approach goes beyond a simple partnership between fashion and gastronomy according to Frédéric Godart who imagines a future even richer in creative collaborations: “Everything is possible. Restaurants and brands which then partner with musicians, filmmakers or video game creators. Everything becomes possible. »