It is neither a strange nor new topic when it comes to luxury fashion houses venturing into the domain of food & beverages. This recent shift into the dining industry helps brands to build brand loyalty and diversify revenue outside of the fashion world. Many luxury brands have joined the bandwagon, from legendary establishments like Pasticceria Marchesi by Prada to newer ones like Le Cafe V by Louis Vuitton.
Ahead, we take a look at the brands expanding their creative vision beyond fashion and into the culinary realm.
1. Ralph’s Coffee by Ralph Lauren
Ralph’s Coffee first opened in none other than the brand’s birthplace, New York City, in 2014. The cafe feels like a typical New York morning – serene lighting, classic and elegant decoration, and simply good coffee. With a special coffee blend called Ralph’s Roast, the coffee offers a bold and classic taste, composed of organically grown beans from Central and South America. It is crafted specially for drip-brewing coffee methods. What made Ralph’s Coffee even more popular was the hype around its Draft Latte in 2016 – the first ever textured cold latte. Now, Ralph’s coffee has expanded its branches worldwide, from North America to Asia, even right here in the heart of Kuala Lumpur.
2. Monsieur Dior
“Haute Couture on a plate” – those were the words French runner chef Jean Imbert used to describe Monsieur Dior. Located at 30 Montaigne in Paris, the menu is wrapped in notes of luxury and made with details to elevate the dining experience for its customers. Dior has also introduced Dior Cafe, albeit mainly for pop-ups, like the previous ones held in Malaysia. However, they have also set up permanent outlets, such as in Kansai Airport or Dallas.
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3. Emporio Armani Caffe and Ristorante by Armani
Awarded with one Michelin star, Emporio Armani Caffe and Ristorante embodies the epitome of luxury dining quality and experience. To add to its uniqueness, the restaurant also shifts into a night club every Thursday, with a DJ set ongoing from 8pm-1am. A plus point is its efforts to integrate ethically sourced processes, such as passive fishing, opting for local farms suppliers, and using range-free eggs. Think high quality culinary standards with an ode to sustainability.
4. Le Cafe Louis Vuitton by Louis Vuitton
A cafe centered around luxury snacking, Le Cafe Louis Vuitton flashes its signature diamond monogram widely on their menu, from main courses to coffee froths that bring a luxury sense to the dining experience. Warm neutral tones and wall-to-wall books fill up the dining room as you step in, which are the signature features that are often incorporated into the world of Louis Vuitton.
5. Gucci Osteria da Massimo Bottura by Gucci
Gucci Osteria is an Italian contemporary restaurant with a vision to capture the youthful energy embodied by Gucci. There are only four branches of the restaurant worldwide, including in Florence, Beverly Hills, Tokyo, and Seoul. Unlike other luxury restaurants, guests of Gucci Osteria are able to bring home exclusively crafted cookies, chocolates, and even spirits from the restaurant. What makes them even more unique are the specially-held events, such as champagne tasting, special dinners with chefs, and more.
6. Blue Box Cafe by Tiffany & Co
Inspired by the famous Breakfast at Tiffany’s movie starring the iconic Audrey Hepburn, fans of the film too can have breakfast at Tiffany’s. The Blue Box Cafe by Daniel Bouloud is a Michelin-starred restaurant located by The Landmark, Tiffany’s 5th Avenue flagship store, in New York. The cafe offers brunch and dinner menus that bring timeless glamour and a delicate French touch to the world of dining.
7. Pastecceria Marchesi by Prada
In the heart of Milan lies Pasticceria Marchesi by Prada, a cafe that was discovered and revitalised by The Prada Group in 1824. Aside from the cafe’s outstanding details in delivering the highest food quality, this cafe is also known for its impeccable service, divine dish presentation, chic window display, and iconic packaging that features pastel shades and gold leaf finishing.
8. Thomas’ Cafe by Burbberry
Thomas’ Cafe by Burberry pays homage to the brand’s founder, Thomas Burberry, bringing forth a quintessentially British dining experience. The menu elevates classic English dishes, such as lobster & chips, cured salmon with scrambled eggs, and afternoon tea served with freshly baked scones. The interiors exude the understated luxury of Burberry with the features of marble floors, dark wood furniture, and large windows that light the room in a beautiful hue, complemented by cosy, snug corners for those seeking for intimate conversations.
9. Cafe Kitsune
Cafe Kistune brings a new meaning toin blending the elements of Paris and Tokyo. The lush foliage and classic Parisian eateries are infused with minimalist plating, nature of Japan. The desserts, cookies, and coffee froths can be seen embedded with Maison Kitsune’s signature fox logo. The cafe has branchesis branched globally, from New York to Indonesia. Luckily for the Malaysian fashion lovers, they have also expanded their flagship in Malaysia, with the first branch opening at The Exchange TRX just around two years ago and a second outlet in Pavilion Kuala Lumpur earlier this year.
1o. The Karl Lagerfeld Cafe
The Karl Lagerfeld Cafe, located in The Karl Lagerfeld Macau hotel offers a luxurious dining experience that embodies the late designer’s vision of sophistication and modern glamour. The ambience and decoration echoes the sophistication and monochromatic colour palette of the late Karl Lagerfeld. Meanwhile, the menu includes selections of pastries, desserts, and specially crafted beverages, reflecting the refined, bold, and aesthetic of Lagerfeld. It undoubtedly pays homage to his creative legacy.
Why luxury fashion brands expand into F&B
The venturing of luxury fashion brands into the world of F&B serves as a reminder for consumers that luxury goes beyond fashion – it is also embodied in day-to-day lifestyle, such as dining. This also helps expand the brand to become more accessible, and acts as an alluring entry ticket for a wider target market and younger audience. Especially in the era of social media, Instagrammable foods sell, and a slice of luxury might just be what the consumers crave.
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