Anya Hindmarch and Moschino have caused quite a stir in the realms of food-themed-fashion this week.

At London Fashion Week, Hindmarch’s models travelled the catwalk by conveyor belt, accessorising with all our British supermarket favourites; Digestive biscuit wallets, washing up powder clutches, a Kellogg’s Corn Flakes tote and a cereal-sister brand Frosties oversized handbag.

Meanwhile, Jeremy Scott’s debut collection for Moschino on Thursday was themed around our state-side fast-food and confectionary counterparts. Models sauntered down the catwalk in mock McDonalds uniforms with chicken nugget box clutches balancing on tray tables, and French-fry boxes dangling from chains. Hershey’s chocolates, microwavable popcorn and Spongebob Square pants also made an appearance on dresses. With Katy Perry and Rita Ora in the FROW, you know the collection will be making its first celebrity outing soon – my money’s on Perry getting their first.

So what do you think? Will you be storing your essentials in one of these bags next season, and if so whose?

Moschino’s Fast Food vs Hindmarch’s Supermarket Sweep


  • Anthea Lau

    loving the ideas – i think it’s pretty interesting when designers are going after the unexpected combo by tying food and fashion together. I personally like Anya Hindmarch more, especially the crisp bag and matchbox clutches , so much fun xx

    Check out my Street Style post at London Fashion Week and share your thoughts! :)
    AL xx
    RASSP blog

    February 22nd, 2014 15:44
  • Sarah

    I think that it may appeal to those who are blessed with loads of money and a sense of humor, but quite frankly I don’t like it. It obviously won’t last and is made to be “it” items, sported by celebrities and fashionistas. For me, this is fast-fashion, like McDonald’s is fast-food. It is ironic, considering that the industry is mostly like that. Maybe that is the point: to make it blatantly obvious and pose a political statement. But at the end of the day, there is still McDonald’s written on a 2,000 $ purse…
    Thanks for the article! (Sorry for the mistakes, English is not my first language)

    March 8th, 2014 19:38

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