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Food is the New Fashion

Food is at the forefront of our lives now more than ever and has become synonymous with the fashion industry. Forty years ago, going out for breakfast wasn’t a usual Saturday morning activity however it has now morphed into an essential everyday part of our modern lifestyles. The quest for the perfect Instagram photo of our feta-topped avocado on toast is all part of the experience, one that we value as much as purchasing a new item of clothing. The joy of experiencing an organic, pesticide-free, locally grown tomato is almost on the same level as owning a new pair of Louboutins. The creation of both clothing and food tell a story, were a labour of love and connect the consumer to an artisan or tradition.

Uploaded onto social media, curated images of food and coffee are carefully placed next to photos of shoes and sunglasses to give outsiders an aesthetically pleasing snapshot of one’s lifestyle habits. What we wear reflects our values and identity just as much as what we eat. Food has become interwoven into Vogue magazines, fashion blogs and seasonal runway collections. Businesses are now merging coffee shops with boutiques to offer consumers the ultimate fashion and food experience.

SCOUT’s SS18 new LIFE book contains pages of EAT + WRAP to highlight the consumer desire for aesthetically pleasing food and to portray the link between the two industries. There’s one thing that will never go out of fashion and that’s good food.

Images; SCOUT, Gretchen Roehrs and Lucy Folk

Gretchen Roehrs Food Inspired Illustrations

Gretchen Roehrs Food Inspired Illustrations

SCOUT's SS18 'Life Agenda' Trend

SCOUT's SS18 'Life Agenda' Trend

Lucy Folk's Jewellery Bento Box

Lucy Folk's Jewellery Bento Box

SCOUT's SS18 'Easy Life' Trend

SCOUT's SS18 'Easy Life' Trend

Gretchen Roehrs Fashion Illustration

Gretchen Roehrs Fashion Illustration

05 Sep 2016