Fashion brands are figuring out how to “make lemonade” in a world of luxury food. Some of TikTok’s most popular influencers, such as Alix Earle, have been posting grocery haul videos from pricey stores like Erewhon or food reviews of LA restaurant Joe & the Juice (which went viral for its “Tunacado” sandwich). Now, to Gen Z, these luxury food items are the new luxury fashion items. To get in on this trend, fashion brands are now strategically incorporating food-based elements into their campaigns to appeal to the younger gen. For example, jewelry company Mejuri released its newest TikTok ads in which hands covered in the brand’s jewels are seen digging into pieces of cake. Additionally, the brand is opening a pop-up shop in a London gelato store so customers can both eat and shop. YPulse’s Luxury report data shows 22% of Gen Z and Millennials say they are interested in purchasing luxury food products. (Vogue Business)
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