Luxury today is no longer just worn — it’s experienced. Across the world, fashion houses are entering the culinary space. They are transforming cafés and restaurants into immersive expressions of their identity. From Gucci Osteria in Florence to Louis Vuitton’s Le Café V in Osaka and the elegant Dior Café in Seoul, taste has become a new form of storytelling – where design meets desire.
According to Bain & Company (2024), luxury-led hospitality ventures grew by nearly 20% in one year as consumers seek richer, multisensory experiences. Moreover, a study by The NPD Group found that shoppers are 25% more likely to revisit a flagship if it includes a café. This proves that, today, a latte can be as powerful as a logo.
Gucci: A Whimsical Dining Experience
At Gucci Osteria da Massimo Bottura, every dish tells a story. Chef Massimo Bottura reimagines Italian classics with bold colours and eccentric flair that mirrors Gucci’s creative spirit. Jewel-toned velvets, vintage prints, and patterned china create an atmosphere that feels like stepping into a campaign shoot.
For Gucci, dining is far more than a luxury add-on. It acts as a sensory extension of the brand. Even those who may never buy a handbag can still taste the Gucci lifestyle. In other words, the café blurs the line between art and appetite, turning food into a vessel for identity and emotion.
Louis Vuitton: Craftsmanship Beyond Couture
At Le Café V in Osaka, Louis Vuitton translates its precision craftsmanship into gastronomy. Each dessert is sculptural, and every latte bears the iconic monogram printed with Ripple Maker technology, a small detail that made waves online, generating over 200,000 likes and 1,200 comments in 24 hours.
In addition, minimalist interiors and meticulous presentation reflect the maison’s values of refinement and elegance. As a result, visitors experience a serene retreat where they can savour the brand’s artistry. As Drink Ripples noted, it’s “luxury for the price of a coffee”, which is a simple yet powerful connection between couture and culture.
Dior: Elegance You Can Taste
At the Dior Café, refinement takes an edible form. Toile de Jouy wallpaper, delicate pastries, and cappuccinos topped with the Dior logo capture the maison’s signature grace. The space is elegant, feminine, and perfectly photogenic. Consequently, it has become a social media favourite, reinforcing Dior’s blend of heritage and modern appeal.
Each visit becomes part of Dior’s narrative, turning customers into participants rather than observers.
A New Kind of Luxury
From Prada Caffè to Ralph’s Coffee, fashion’s foray into food reflects a shift in how luxury is defined. As Design & Merchandising Magazine notes, cafés are no longer just revenue streams – they are tools for connection. Food offers accessibility and a taste of a brand’s world for the price of a drink. At the same time, it drives loyalty and creates shareable moments.
Ultimately, luxury today is less about possession and more about participation. Whether it’s Gucci’s whimsy, Louis Vuitton’s precision, or Dior’s elegance, the message is clear: true luxury isn’t only what you wear – it’s what you feel, share, and savour.
Read More : https://ourstylesociety.blog/food-in-fashion/
Written by:Prapti,Devika,Ipsita,Manya,Lipsa,Adrija
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