If you’ve been following Nigo and Pharrell recently, you would’ve seen that they’ve started making their way into the food and beverage industry. The Kenzo designer recently became the creative director of Japan’s favourite convenience store Family Mart and Pharrell followed in his footsteps by designing some limited edition bottles for water brand Evian - but what does this all mean?
This isn’t the first time that fashion and food (and drink) have come together: Virgil Abloh also collabed with Evian back in 2020, Burberry took over North London ‘caff’ Norman’s in 2023, and several fashion houses like Gucci even have their own restaurants. So it’s not like what Nigo and Pharrell are doing rn is anything new and groundbreaking - or is it?
Well, for starters, Nigo’s handling the artistic direction for Family Mart, a ‘kombini’ that’s widely known for having surprisingly solid clothing basics like blank tees and high-quality socks. But by stamping Nigo’s name onto whatever they release now, it’ll have a more coveted, ‘luxury’ feel - no matter the price point or product. It’s Nigo approved, after all.
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With Pharrell doing the same and partnering with Evian, it looks like the two fashion bros have been having the conversation about food becoming a new luxury. And the reason for that might be (as it always is) the cost of living crisis that’s not only making food more expensive and ironically getting people to call it luxury - something they’re cleverly capitalising on.
So maybe an Evian collab isn’t as groundbreaking as an LV collection, but one thing’s for sure: it’s going to sell. We’re always going to enjoy more luxury in another aspect of our life - even down to the Pharrell-certified water. After all, showing off your IYKYK food spot is a cheaper way to brag about your impeccable taste compared to blowing racks on a luxury fit - a depth in taste that exceeds clothes.
Featured image via Getty©
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