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The Edible Section #1: Food is the new Fashion

The invention of the internet has done some quite remarkable things to the worlds of fashion, music and culture. New season collections are now streamed directly to your phone from the runway as they happen; albums are released with an app to accompany every song; and you can even stroll around some of the best art-galleries in the world from the comfort of your own Macbook. But this is nothing in comparison to the impact the internet has had on the world of food. Food is now a ‘thing’. In fact in the age of the smartphone where hipsters are able to boast about every single aspect of their life through a filter, food is now ‘THE thing’ and arguably we have reached the point where ‘Food is Fashion’ and ‘Fashion is Food’ – the two things being almost interchangeable.

In today’s world, to be truly ‘in’, you need to be ‘out’ – literally ‘out’ at the latest places in town. If you haven’t checked in on Facebook with a cocktail-clutching selfie at The Grain Store in Kings Cross; or Le Coq in Islington; or The Clove Club in Shoreditch; or Frank’s in Peckham; or Bone Daddies in Soho; or The Dead Dolls Club in Dalston; or The Dock Kitchen in Kensal Rise; or Rawduck in Hackney, then you may as well never show your face at Dalston Superstore again.

Thinking about getting a Cornetto when the sun comes out? Don’t let the trendy set see you – as to be truly hip you can only cool down with a fresh Valhorna chocolate liquid nitrogen ice-cream, blood-orange gelato or ‘Birthday Cake’ flavor frozen-custard.

Kate Moss is as likely to be seen stumbling drunk out of Hix with Mark Hix himself in tow, as she is The Box with Jamie Hince by her side. Thakoon’s recent SS14 show got as much press coverage for the food served at the after-show party at Havens Kitchen in New York  – which included spot prawn sashimi, steamed egg custards and chilled noodles with ginger scallion sauce, cucumber, and charred eel – as it did for the incredible SS14 collection itself.

Gizzi Erskine is a London Fashion Week F-Row regular nestled in with the Pixie Geldof / Alexa Chung/ Daisy Lowe crowd. Baking extraordinaire Lorraine Pascale was a high-fashion model for years – being the first black model to appear on the cover of American Elle – before swapping the runway for butter cream icing. Alex James formerly of Blur is now a cheese maker and even music festivals like Wilderness had the food “headline” acts of Ottolenghi, Moro and St John advertised on it’s posters above the musical headliners.

Lanvin did macaroons with Ladurée. Basso & Brooke do teas. Karl Lagerfeld, Jean-Paul Gautier and Marc Jacobs have all been creative directors of Diet Coke. And The Berkeley Hotel even does a fashion Prêt-à-portea where you can quite literally eat the latest season’s collections in haute-cake form.

Pubs on Tuesday nights across the land are completely dead because everyone has rushed home to watch Mary Berry and Paul Hollywood talk about soggy bottoms on Great British Bakeoff. And as a result, hipsters are just as likely to be Instagramming their new dusty-pink KitchenAid mixer with a hazy Valencia filter, as they are their white AW13 Balenciaga crackled-paint vest.

Similarly, you can no longer just have a copy of Notion in your handbag but must also have an accompanying foodie mag like Bon Appétit, Cherrybombe, Lucky Peach, Fire and Knives, The Foodie Bugle or The Gourmand. Your bookshelf is incomplete without the latest Nigella or Ginger Pig book next to your copy of Carine Roitfeld’s ‘Irreverent’. And when it comes to Twitter, you might think you’re in the know by following Susie Bubble, Anna Dello Russo and Lauren Laverne, but your feed is incomplete without the likes of @MsMarmitelover, @JohnWhaiteBakes or @gilescoren.

That is why, Planet Notion readers, we’re delighted to introduce you to ‘The Edible Section’ – bringing you all the latest in the world of food. From the latest foodie trends from around the world, to the hippest new restaurants and bars to go to; from what’s just ‘popped up’ to where’s so secretly underground that it’s never going to officially ‘pop-up’ unless you’re in the know; from the tastiest street-food vendors to track down, to the must-have recipe books for your bookshelves; and from the most fashionable new edible delights for you to buy through to things that are just so bizarre that you have to try them (deep fried cheesecake anyone?).

We hope you’re hungry!

- Gurd Loyal



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