Gastrofashion from Haute Cuisine to Haute Couture: From Haute Cuisine to Haute Couture: Fashion and Food

For hundreds of years consumers and scholars alike have acknowledged that food is affected by the same rapid shifts in taste as clothing; just like fashion, food is consumed and sold as a fashionable commodity. Yet despite this, the reciprocal relationship between fashion and food has not been fully explored – until now. In Gastrofashion from Haute Cuisine to Haute Couture, Geczy and Karaminas trace this food/fashion relationship back to the Middle Ages when consumer behaviours were perceived to reflect social status and propriety. Through surprising case studies, the authors demonstrate that the body is the common thread linking fashion and foods as the site on which fashionability is expressed. They explore the origins of the current appeal of linking fashion and food in the spectacles of world exhibitions, and the way in which the fashion and food industries have collaborated in installations such as the Armani restaurant and the Gucci café, in multipurpose retail environments and in runway installations such as Chanel’s A/W 2014 supermarket. Powerful in related ways, food and fashion are increasingly marketed in tandem to reinforce each object’s capitalist powe