Our love of good food doesn't fool anyone, not even the luxury sector. Fashion accessories are embracing an unexpected but delicious trend: handbags are transforming into celery, plump tomatoes, bags of chips… But are these leather delights meant to whet our appetites or are they simply seeking media attention?
Moschino
Moschino is bringing the vegetable garden to the catwalk: its celery-shaped Sedano bag instantly sprouted on social media, to the point that the supermarket chain Aldi used it as inspiration for its advertising. The price tag also caused a stir: €3,700 for this leather celery… The Italian fashion house has truly reinvented itself thanks to this trend; should we see this as a genuine creative renewal or simply a publicity stunt?
Loewe
Loewe has long embraced culinary metaphors: remember its campaigns where juicy pears, pink beets, or vibrant lemons mingled with perfume bottles… Continuing the theme, the brand recently unveiled the Tomato pouch on Instagram, which was immediately picked up by the press and shared in thousands of stories. At Loewe, the tomato isn't just a motif: it's an emblem. Bright red like the Andalusian soil, round and imperfect, it embodies the rural heritage cherished by artistic director Jonathan Anderson (formerly of Dior).
Balenciaga
Balenciaga has elevated the humble potato chip bag to the realm of luxury. Its grained leather pouch, resembling a crumpled Lay's chip bag, first caused a sensation on Instagram before selling out in stores for €1,650. The fashion house loves to repurpose everyday objects: work vests, Ikea bags, rolls of tape… but food had never truly been included in their designs before. Mission accomplished: packaging destined for the trash is transformed into a fashion accessory.
Chanel
Even Chanel has succumbed to the trend: during a fashion show, the brand created a "popcorn" bag, a black and white box topped with pearls mimicking popped kernels, its logo positioned like a movie ticket. If the Rue Cambon is getting in on the act, it's clear the trend is inexhaustible; so expect to see more of these sweet treats very soon.
One might see this avalanche of delicious treats as nothing more than a clever marketing ploy, yet another provocation designed for the algorithm. But one can also see something else: a certain mischievousness, a desire to laugh, to seize life with gusto. So, is it a publicity stunt or simply a whimsical touch? It doesn't matter: as long as it makes us smile, our wardrobes can continue to feast!
