Florals? For spring? Groundbreaking. For this year’s spring/summer collections, fashion and beauty brands are turning to an unexpected source of inspiration: vegetables. As part of its latest Paula Ibiza’s 2026 collection, Loewe unveiled an artichoke clutch that went viral for its intricate craftsmanship. Other brands such as Moschino, Oscar de la Renta, Dior, and more have also embraced a greener diet.
Taking the trend a step further, brands like Gentle Monster – following the opening of its store at Suria KLCC – and Jo Malone London with its collaboration featuring Tiny Chef, have embraced harvest crops as creative muses in their spring and summer campaigns. Here are four brands that fully embraced the veggie mania.
Gentle Monster
Karina from Aespa for Gentle Monster Veggie Collection.
Known for its surreal aesthetic, Gentle Monster explores its pastoral vision with folding eyewear designs and vegetable-referenced colours. Banana hues are translated into speckled yellow frames, while tomato vines inspire its spiraling and foldable temples. Leaning into the bag charm trend, Gentle Monster also introduced “Veggiemon”, a lineup of harvested characters. The blind box keyrings reimagined onions, gingers, tomatoes, and more into soft-toy trinkets.
Prada Beauty
Prada Beauty unveiled a conceptual grocery store in a collaboration with Frutteto Garibaldi, the iconic fruit market in Milan established in the 1950s. Its renowned Paradoxe and Paradigm fragrance bottles are tucked between pears and lemons, creating an avant-garde setting for guests to discover new launches. The pop-up also highlighted other beauty products, including the Prada Touch blusher alongside personalised makeup sessions.
Our Second Nature
Our Second Nature's The Weekend's Market.
Closer to home, Our Second Nature celebrates its decennial anniversary with a collection named “Mise En Place”, which translates to “everything in its place”. The concept centres on ‘harvesting’ a decade of lessons and memories. They are expressed through a vibrant print featuring tomatoes, chillis, lemons, and other colourful produce. Throughout the month of June, the Singaporean clothing brand is also hosting a Weekend’s Market. Activities include paper collage lamp making, drink-making workshops, and creating a mini farm – offering a first-hand farmcore experience.
Jo Malone London
Many fragrances traditionally draw from florals like roses and peonies. Jo Malone London’s new Veggie Collection, however, derives its notes from beetroot, butternut, and carrot. Garden-grown ingredients are transformed into colognes, resulting in earthy, warm, and bright scents – ideal for summerwear or as a layering fragrance.
In an unexpected crossover, Jo Malone London enlisted everyone’s favourite herbivore, The Tiny Chef, as its new muse. Its latest Instagram posts show the iconic chef capturing vegetal essences through playful techniques involving gas tanks and valves before extraction.
Loewe
Spanish fashion house Loewe garnered internet attention earlier this year with its artichoke-shaped clutch. Built over a moulded metal frame, Loewe layered soft nappa lambskin in petal shapes, mimicking an artichoke’s structure. The conceptual bag merges artistry with functionality, showcasing Loewe’s savoir-faire in leather craftsmanship while transforming everyday inspiration into a statement-making luxury piece.
Besides the viral clutch, the brand recently unveiled its Paula’s Ibiza 2026 campaign, which channels the carefree spirit of summer through relaxed silhouettes, artisanal basketry and crochet, and sun-soaked fruit images that blur island escapism with city life. The campaign imagery also features the brand’s quirky fruit and vegetable bag charms, including a strawberry and onion sprout.
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