Are we in the age of the brand panettone? The initiatives of fashion brands in the field of Christmas food
As much as the world is dedicated to exclusivity, luxury also feeds on much more accessible offerings. For example, fashion brands may draw on imagery seemingly far removed from catwalks and limited editions, such as food. By using the heritage of Italian gastronomy as a semantic reservoir, brands have turned the food into a narrative tool to open up to communities and audiences that are otherwise difficult to reach. Catering - here an honorable mention must go to the Armani Group, which was a pioneer in the field of hospitality and dining and had already collaborated with Venchi in 2010 - where Alessandro Michele's aesthetic vision found its own dimension in the Ostaria project. Just like at Fendi, the invitation for the SS21 collection show was a Rummo pasta box with squares in the shape of the logo. A scenario into which the case of Bottega for Bottegas falls, a project focused on celebrating Italian craftsmanship.
The celebration of the wider holiday season was a narrative thread that OTB Group picked up on, choosing Marni as the ideal testimonial for a Christmas charity project. Throughout December, in some of the Italian brand's shops, for a minimum donation of 35 euros, it will be possible to receive Marni's Solidarity Panettone, which will be kept in a personalized and reusable tin box. In the same vein, Pinko is launching quarterly collaborations with historic Milanese institutions after opening a new shop in Galleria Vittorio Emanuele. Pinko has launched a panettone with Pasticceria San Carlo, with packaging designed to match this collaboration. Finishing off the food initiatives is the Armani Group: with a selection of typical Lombard desserts and the use of high-quality materials, Armani/Dolci offers a sensory journey that enhances the regional confectionery tradition If you have friends or relatives who are not only passionate about food but also about fashion, now you know what to give them under the tree..
