New collaborations between fashion, beauty and food for spring 2022

This spring, if your face smells like donuts and your dress is from a farmer’s market kiosk? Congratulations, you are stylish. As fashion and beauty brands seek to engage new customers in a social media-driven post-pandemic economy, partnership and collaboration teams are increasingly turning to food, including iconic restaurant brands and tasty experiences, to appeal to shoppers. at home. Retail.

Last month, when British bakery chain Greggs debuted in a collaboration with UK fast fashion retailer Primark, pastry fans queued for hours to mark the logo-emblazoned home wear. Not long after Coach announced its Zabar capsule collection, which includes luxury bagel-print t-shirts, sweaters and bags, nearly every single item sold out online. And this week, two megabrands in the beauty and fashion industry enter the fray with retail concepts and food-themed in-store activations.

Today, at its Times Square flagship, Levi’s debuts Levi’s Fresh, a semi-revival of the brand’s 70s Fresh Produce collection, which was inspired by (you guessed it) fresh produce. To drive home messaging on the new colorful launch, which is produced using natural plants and mineral dyes, as well as water-saving techniques, Levi’s partnered with Pressed to provide loyalty program members with free juices at seven of its main locations across the country. . On the west coast, the brand has partnered with Tastemade to create a Levi’s Fresh installation in Smorgasburg, Los Angeles, which includes a mini farmers market, Amazebowls juice bar, LA Community Fridge food guide and I Love Micheladas VW. Bus.

Meanwhile, on the beauty front, elf cosmetics, which, over nearly two decades, have built a diehard fan base around its core collection of minimalist, utilitarian and affordable drugstore products, will debut in a timed partnership with Dunkin ‘. limited -only elf x Dunkin ‘pop-up shop, produced by Shadow, from 8:00 am to 12:00 pm Tuesday, April 5 at 414 W. 14th St. in New York’s elegant Meatpacking District. The collaboration, born of an overwhelming community response to a makeup challenge the brand posed last year on its reality show TikTok Famous eyes.follows in the footsteps of another unlikely bedmate: the fast-casual chain Chipotle, with which the elf teamed up last year to create an eyeshadow palette inspired by burrito, chips and guacamole.

“At elf, when we think of collaborations, we are looking for like-minded disruptors who want to multiply by force with us,” says Gayitri Budhraja, Chief Brand Officer of elf Beauty. Fast company. “What we want to do is build brands that break industry norms, shape culture and connect communities through inclusiveness, positivity and accessibility.”

As for the Dunkin ‘collaboration, the confluence of loyal followers of both brands along with the TikTok-driven social media buzz and enthusiasm for an immersive IRL post-pandemic shopping experience is the perfect recipe for a thrill of retail sugar.

“Love is in the details,” says Budhraja. “The collection was inspired by the iconic donut boxes and the iconic pink and orange logo. Brand nods also include that each product is sealed with the same order-time receipts that come with your Dunkin ‘order and are also inspired by the shapes, textures and scents that everyone screams at Dunkin’. “

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