The worlds of haute couture and gastronomy are colliding in the most delicious ways. The latest proof is the launch of Prada's unisex chai-inspired perfume, 'Infusion de Santal Chai', announced on January 7, 2026. This scent, part of the Les Infusions collection, frames tea as a holistic experience, not just a flavour. The news, shared on Prada's official social channels, quickly became an internet sensation.
Beyond Perfume: When Fashion Brands Set the Table
Prada's aromatic innovation is not an isolated incident. In recent years, top-tier fashion houses have repeatedly dipped into the culinary world to create buzz, build community, and make bold stylistic statements. Here are seven notable instances where food became a key ingredient in high-fashion strategy.
1. Miu Miu's Literary Ice Pops (June 2024)
In a clever blend of culture and refreshment, Miu Miu set up book kiosks in major cities from Milan to Tokyo from June 7th to 9th, 2024. They customized newsstands to gift visitors copies of seminal texts by authors like Jane Austen, alongside ice pops colored in summer hues, catering to a desire for unconventional seasonal activities.
2. Burberry's London Café Takeover (September 2023)
During London Fashion Week, Burberry launched its 'Burberry Streets' project by taking over Norman's Cafe. The initiative featured a roving food truck and plates adorned with the brand's iconic Equestrian Knight symbol, asking the stylish question: "Burberry for Breakfast?"
3. Jacquemus's Buttery Statement (2023)
The French label Jacquemus made a minimalist yet impactful statement by stamping its logo on sticks of butter, presented alongside its coveted gold croissant-inspired earrings, blurring the lines between pantry staple and luxury accessory.
4. La Ligne's Baguette Campaign for a Cause (2024)
New York-based brand La Ligne used crusty baguettes in a campaign themed 'Grateful & Giving Back'. In collaboration with Chef Sophia Roe, they highlighted food justice issues. A percentage of online sales was donated to Brooklyn's One Love Community Fridge to fight hunger and food insecurity.
5. Kate Spade's Heinz Collection (June 2024)
Kate Spade New York served up a playful capsule collection in partnership with Heinz. The line featured totes, pouches, footwear, phone cases, and more, all emblazoned with the iconic ketchup brand's branding, turning a condiment into a fashion statement.
6. Loewe's Tomato Clutch (June 2025)
Loewe's Tomato Clutch, part of the Paula's Ibiza 2025 collection, was more than a bag. This summer fruit-inspired accessory was described as a "cultural reset," showcasing how organic forms can redefine luxury accessories.
7. Balenciaga's Chip Bag Handbag (2022)
Balenciaga sparked conversation with its Lay's potato chip-inspired handbag. Made from leather treated to mimic the glossy, crumpled texture of a chip bag, the so-called 'L.O.L. Clutch' challenged conventional notions of material and desire.
A Recipe for Engagement: Why Fashion Loves Food
These collaborations reveal a strategic recipe. Food is universal, sensory, and highly shareable on social media. By associating with everyday edible items, luxury brands create relatable, often whimsical touchpoints that generate massive organic buzz. From Prada's sophisticated chai narrative to Balenciaga's playful chip bag, these initiatives prove that in today's market, the most memorable fashion statements might just be good enough to eat—or at least, to smell.
