4 Fashion Campaigns Where Eating Takes Centre Stage
Fashion has always known how to set a table. From Jacquemus’ playful still lifes to Martin Parr’s saturated take on British garden-party culture, these four campaigns put food at the centre of the image, using it to say something about the worlds their brands inhabit.
Food has a particular talent for making fashion feel less untouchable. A bowl of fruit, a plate of croissants or a garden party spread can turn a carefully constructed image into something familiar, even faintly absurd. For fashion houses, the table is more than a backdrop: it is a stage for desire, a vehicle for storytelling and, occasionally, a way to subvert their own codes.
Jacquemus: A TABLE!
For Jacquemus, food has long been part of the visual language. In its FW23 campaign, A TABLE!, cherries, butter and croissants share the frame with the brand’s signature pieces in playful still-life compositions.
The result feels instinctive to the Jacquemus universe, where the pleasures of the table and the pleasures of dressing have always belonged together. Here, the everyday becomes an object of desire, styled with the same attention as a handbag or a pair of shoes.
Loewe: Fruits
Fruit has occupied a privileged place in art history, carrying associations of abundance, sensuality and symbolism. For its SS18 campaign, Loewe revisited that tradition through a distinctly contemporary lens. Photographed by Steven Meisel, the images turn familiar produce into surreal visual objects, balancing the natural and the strange.
Under Jonathan Anderson’s creative direction, the campaign reflects Loewe’s interest in craft, art and the unexpected beauty of ordinary things.
Gucci: Love Parade
Hollywood has always understood the power of a well-staged scene. For Love Parade, Gucci’s SS22 campaign, Alessandro Michele drew on the mythology of Los Angeles, bringing old-school glamour and pop-cultural references into the brand’s maximalist universe.
Against an atmosphere of extravagant celebration, food becomes part of a larger spectacle, where dining, dressing up and performing a version of oneself all blur together.
It is less about the meal than the fantasy surrounding it.
Saint Laurent: An Ordinary Day
Few photographers understand the visual contradictions of everyday life quite like Martin Parr. For Saint Laurent’s SS25 campaign, An Ordinary Day, his saturated colours and deliberately kitsch perspective meet Anthony Vaccarello’s sharp, pared-back vision of the house. Set against the familiar rituals of a British garden party, high fashion encounters paper plates, outdoor dining and the peculiar theatre of social gatherings.
The tension is the point: elegance becomes all the more interesting when it finds itself somewhere unexpected.
