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Considering that the world’s daily coffee consumption is around 2.6 billion cups of coffee, it is not surprising that even the fashion world constantly drinks from this daily ritual when it comes to developing and putting its designs on the catwalk.
A latent concept that Fendi referenced through its spring-summer 2024 proposal, in which Silvia Fenturini served, in the middle of the factory in the Florentine countryside, coffee holders and coffee cups with which she reinforced the storytelling of the collection, and the underlying story centered on the employees of the luxury brand.
Fendi’s coffee holders were presented in two versions made of leather: one for carrying coffee with a folding flap with three holes sealed by the Fendi Roma logo on the sides, and another that took the shape of the classic box coffee holder dressed with the Fendi monogram.
Beyond these interpretations, other contemporary reference brands such as Louis Vuitton, under the vision of its new creative director Pharrell Williams, decorated coffee cups with its new ‘damoflage’, the omnipresent print of its latest collection that fuses classic camouflage with the Damier of the French house.
FASHION CAFÉS
Fashion now seems to be drinking more coffee than ever, as a stimulating ritual that collides within the sartorial universe to be capitalized by brands, even through machines costing thousands of euros, which we can see projected in online catalogs on websites such as Ssense.
Coffee then became a viral phenomenon that also materialized HELIOT EMIL in the form of a stainless steel coffee set. An iteration in which the avant-garde firm reflected its minimalist identity of industrial aesthetics, presented on its website; while other brands such as Prada did it in real life, opening a Wes Anderson-inspired coffee shop inside Harrods.
But the list does not end there, and extends to the architectural designs of other firms such as Maison Kitsuné, Jacquemus, Saint Laurent, Dior or Aimé Leon Dore, the New York brand of Teddis Santis that opened a coffee shop and Greek pastry shop IRL on Mulberry Street.
Ralph Lauren, for its part, with Ralph’s Coffee, expanded its universe through a dozen sophisticated stores in Europe, the United States and Asia, as well as by putting on sale a series of blends of the beverage designed by the brand, so that we can continue to worship coffee, but in a luxurious way.
