New fashion, beauty and food collaborations for spring 2022

This spring, if your face smells like donuts and your outfit is from a farmer’s market stand? Congratulations, you are right on trend. As fashion and beauty brands seek to engage new customers in a post-pandemic, social media-driven economy, partnerships and collaborations teams are increasingly turning to food, including restaurant brands iconic and tasty experiences, to attract shoppers to brick and mortar. retail.

Last month, when UK bakery chain Greggs launched a collaboration with fast fashion retailer Primark in the UK, bakery fans lined up for hours to score loungewear emblazoned with the logo. Shortly after Coach announced Zabar’s capsule collection, featuring luxe bagel-print t-shirts, sweaters and bags, nearly every item sold out online. And this week, two mega-brands from the beauty and fashion industry are entering the fray with food-themed retail concepts and in-store activations.

Today at its Times Square flagship, Levi’s is launching Levi’s Fresh, a half-rev of the brand’s 1970s Fresh Produce collection, inspired by (you guessed it) fresh produce. To drive messages home around the colorful new launch, which is produced using natural vegetable and mineral dyes as well as water-saving techniques, Levi’s has partnered with Pressed to provide members of the free juice loyalty program at seven of its flagship locations across the country. On the West Coast, the brand has partnered with Tastemade to create a Levi’s Fresh facility in Smorgasburg Los Angeles, which includes a mini farmers market, an Amazebowls juice bar, a food drive by LA Community Fridge and the bus VW I Love Micheladas.

Meanwhile, on the beauty front, elf cosmetics – which over nearly two decades has built a die-hard fan base around its core collection of minimalist, utilitarian and affordable drugstore products – will launch a partnership with Dunkin ‘limited-time-only elf x Dunkin’ pop-up shop, produced by Shadow, from 8 a.m. to 12 p.m. on Tuesday, April 5, at 414 W. 14th St. in New York’s upscale Meatpacking District. The collaboration, which was born out of an overwhelming community response to a makeup challenge the brand posed last year on its TikTok reality show Eyes.Lips.Famous.follows in the footsteps of another unlikely bedfellow: fast-casual chain Chipotle, which elf teamed up with last year to create a burrito, chip and guacamole-inspired eyeshadow palette.

“At elf, when we think about collaborations, we look for like-minded disruptors who want to multiply with us,” said Gayitri Budhraja, Brand Director of elf Beauty. fast business. “What we want to do is build brands that disrupt industry norms, shape culture and connect communities through inclusivity, positivity and accessibility.”

When it comes to the Dunkin’ collaboration, the confluence of both brands’ loyal followers along with the social media buzz and excitement that TikTok has generated for an immersive post-pandemic IRL shopping experience is the perfect recipe for high sugar in the detail.

“The love is in the details,” says Budhraja. “The collection was inspired by the iconic donut boxes and the iconic pink and orange logo. Nods to the brand also include that each product is sealed with the same order receipts that come with your Dunkin’ order and they are also inspired by shapes, textures and scents that all scream Dunkin’.

About Walter Bartholomew

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