chanel, Dior’s, Louis Vuitton, armani or Ralph Lauren It is among the luxury brands that have previously opened restaurants, food shops, cafes or tea rooms under its own name. Whether temporary 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 gain from this?
“For brands, it’s a lifestyle they want to offer alongside clothes,” says fashion sociologist Frédéric Godart, research professor at business school Insead, and Thomas Jaspers, founder of the food and events agency. , Staff Dinner. An extension of the high-level experience solved by these experts 20 minutes.
A lifestyle special for brands
Georgio Armani laid the foundations for a lasting relationship between fashion and gastronomy by opening Emporio Armani Caffè on Boulevard Saint-Germain in 1998. The couturier in Le Figaro talked about “creating a complete Armani lifestyle.” And he admitted that working with Sicilian chef Massimo Tringali allowed him to transfer his world “from boss to plate.” gastronomic.
“The idea of these brands behind these restaurants is to create customer loyalty. Frédéric Godart explains that offering experiential consumption in addition to material consumption allows us to maintain the connection between the two collections. Italian brands were the first to strengthen their soft power by partnering with chefs.”
In 2004, Chanel partnered with Alain Ducasse to open Beige restaurant in Tokyo. Their common goal: to improve the French experience in Japan. The restaurant has also become an example of restaurant design expertise combined with a luxury brand. In 2010, Ralph Lauren similarly opened 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 café chocolate store LV dream, while Dior enlisted Jean Imbert for the Monsieur Dior restaurant on rue Montaigne.
A collaboration that benefits everyone
“Collaborations between chefs and brands are also a way to capitalize on the image of others,” says Thomas Jaspers, founder of catering and events agency Staff Meal. We were not surprised to see the names of Amandine Chaignot (Rosy & Maria for Carita), Mory Sacko (Louis Vuitton in Saint Tropez), Juan Arbelaez (Café Messika) in the kitchen.) or Jean Imbert (Dior)…
“They are chefs who carry the spirit of the times and are perceived as stars,” underlines Thomas Jaspers. The profession of cooking sells dreams and this naturally attracts luxury. Since both industries are constantly looking for innovation and differentiation, this is a way for them to explore new possibilities together, knowing that they share the same consumers. »
A common understanding of craftsmanship
The collaboration between fashion and gastronomy finds its justification not only in a simple and well-thought-out commercial strategy, but also in the sharing of common values. “In both disciplines we are talking about excellence, hard work and craftsmanship,” emphasizes Thomas Jaspers.
“Fashion, tangible and sensory, offer an extraordinary playground for chefs who enjoy complete freedom and present unique creations for a brand, an event or a collection, thus creating a tailor-made experience,” believes Thomas Jaspers. On: Cafe Messika Installed for the summer (at least until October 5) on the terrace of the 7th sky of Printemps Haussmann, the jewel house offers a unique menu by Juan Arbelaez, combining flavors and textures with a masterful play of contrasts between hot, cold and sweet. and salty.
In the restaurant and Rosy and Maria coffeeBeauty house Carita serves “Parisian, delicate and sourced” dishes by chef Amandine Chaignot. in the cafe 19M, An exhibition space initiated by the house of Chanel, the intimate and warm atmosphere of the venue is ideal for a gourmet break, thanks to the menu prepared by chef Laurine Marty. But fashion also knows how to opt for simpler eateries, even without celebrity chefs, provided they stay true to their own image.
with Agnès b. Toast breadoffers a “home-like” cafe-restaurant with local and seasonal products. Maison Kitsuné and kitsuné coffee, Modern, cosmopolitan and welcoming, it emphasizes the spirit of the small and friendly cafe.
This approach goes beyond a simple partnership between fashion and gastronomy, according to Frédéric Godart, who imagines an even richer future through creative collaborations: “Anything is possible. Restaurants and brands then partner with musicians, filmmakers, or video game creators. Everything becomes possible. »