This spring, if your face smells like donuts and your outfit comes from a farmers market stand? Congratulations, you’re bang on-trend. As fashion and beauty brands seek to engage new customers in a social media-driven, post-pandemic economy, partnerships and collaborations teams are increasingly turning to food—including iconic restaurant brands and flavorful experiences—to lure shoppers back to brick-and-mortar retail.
Last month, when British bakery chain Greggs debuted a collaboration with fast fashion retailer Primark in the UK, fans of pasties queued up for hours to score the logo-emblazoned loungewear. Not long after Coach announced its Zabar’s capsule collection—comprising bagel-printed luxury tees, sweaters, and totes—nearly every single item sold out online. And this week, two megabrands in the beauty and fashion space enter the fray with retail concepts and in-store activations themed around food.