Even with so many people talking about healthy eating, an effort in which I include myself, we are living a time of glamorizing food. We are not far from seeing fashion brands selling staples. In fiction, it has begun. Come make your basic basket.
With so much ostentation in the world, especially through selfie photos, never seen so much food. The aligned cutlery, the strategically placed portions, the environments that try to be the best possible, all seek to bring the act of the meal closer to an aesthetic experience.
Recently at Paris Fashion Week, Chanel's fashion show also relied on the concept of food-related consumption. And, last Milan Fashion Week, the Moschino brand abused: in the collection presented for the Autumn-Winter 2014 season, what was seen on the catwalk was the combination of haute couture and fast food from cafeterias.
With the exhibition Wheat is Wheat is Wheat, on display at the Museum of Craft & Design in San Francisco (United States), the artist from Paddy Mergui showcases common items from a staple basket through the prism of luxury consumption. If you're in California, schedule a visit by June 15th.
Check out some of the products we'd love to fill the cart with.
Eggs by Versace
Oranges by Nike
Noodles by Burberry
Pickles by Gucci
Pasta by Ferrari
Milk by Apple
Cookie by Dolce & Gabbana
Butter by Bulgari
Baby Food by Chanel
Yoghurt by Tiffany