Is this the future?
Whether it’s Miu Miu giving out ice cream & books, Ralph Lauren setting up camp in London, or Louis Vuitton heading to Heathrow Airport, “IRL” activations, cafés and restaurants are all the rage fashion. But, why?
Despite the varying levels of immersion a restaurant, café, or pop-up provides, the general consensus is that these physical settings bring about a sense of community, placing the followers of brands in a “closed club” style of environment that doubles down on what the brand wants to achieve in terms of its target market. A more narrow focus & understanding of identity breeds a cult following, & that seems to be what many brands – both in high-fashion & streetwear – are doing.
A post-Covid world seems to be a factor as well, with many outfits looking to push the boundaries in what they can do to further the consumer experience & bring people into their curated worlds, especially given that many high-fashion labels have an exclusive & often unattainable price point for their garments. These types of experiences also act as a new way of interacting with people sensorially, as many high-fashion cafes & restaurants utilise taste & smell in tandem with its signature emblems – insert Louis Vuitton & Prada here – to lure new consumers in & draw a through-line in what they’re experiencing, whilst additionally encouraging them to return to their physical stores in the near future.
What are your thoughts? Is this how fashion brands are diversifying in 2025?
PHOTO CREDIT: various sources.
