Food and fashion have always shared a close relationship — one nourishing the body, the other expressing identity and lifestyle. When the two collide, the result is often bold, playful and wildly viral. The latest example is luxury brand Prada, which recently introduced a chai-inspired perfume that set the internet buzzing.
Prada announced Infusion de Santal Chai on January 7 through its official social media handles. Part of the brand’s unisex Les Infusions collection, the fragrance treats tea as a sensory experience rather than just a flavour. The launch quickly gained traction online, reinforcing how food-inspired ideas continue to resonate strongly in the fashion world.
When fashion borrowed from the kitchen
Prada’s chai moment is not an isolated case. Over the years, several high-fashion brands have turned everyday food items into creative statements.
In June 2024, Miu Miu transformed summer marketing by setting up book kiosks in cities from Milan to Tokyo, gifting visitors free books and ice pops inspired by seasonal colours. The initiative blended literature, food and fashion into a leisurely urban experience.
British luxury house Burberry followed suit with its playful “Burberry for Breakfast?” campaign during London Fashion Week 2023, taking over a café and serving meals on plates stamped with its iconic equestrian logo.
From butter to baguettes
French label Jacquemus leaned into humour in 2023 by pairing blocks of butter with gold croissant-inspired earrings. In 2024, New York-based La Ligne used baguettes in a campaign centred on gratitude and food justice, donating a portion of proceeds to community fridge initiatives.
Food as luxury and pop culture
In June 2024, Kate Spade New York teamed up with Heinz for a food-themed capsule collection. Meanwhile, Loewe turned heads with its tomato-shaped clutch in 2025, and Balenciaga famously launched a Lay’s chips-inspired handbag in 2022.
From chai and croissants to tomatoes and crisps, food continues to serve as fashion’s most relatable muse — proving that what we eat often shapes what we wear.