Gastrofashion from Haute Cuisine to Haute Couture: From Haute Cuisine to Haute Couture: Fashion and Food

For hundreds of years consumers and scholars alike have acknowledged that food is affected by the same rapid shifts in taste as clothing; just like fashion, food is consumed and sold as a fashionable commodity. Yet despite this, the reciprocal relationship between fashion and food has not been fully explored – until now. In Gastrofashion from Haute Cuisine to Haute Couture, Geczy and Karaminas trace this food/fashion relationship back to the Middle Ages when consumer behaviours were perceived to reflect social status and propriety. Through surprising case studies, the authors demonstrate that the body is the common thread linking fashion and foods as the site on which fashionability is expressed. They explore the origins of the current appeal of linking fashion and food in the spectacles of world exhibitions, and the way in which the fashion and food industries have collaborated in installations such as the Armani restaurant and the Gucci café, in multipurpose retail environments and in runway installations such as Chanel’s A/W 2014 supermarket. Powerful in related ways, food and fashion are increasingly marketed in tandem to reinforce each object’s capitalist powe Cover Halftitle page Series page Title page Copyright page CONTENTS ILLUSTRATIONS ACKNOWLEDGEMENTS INTRODUCTION: INSIDE AND OUT Where food and fashion meet Haute cuisine and haute couture Taste cultures 1 BETWEEN THE FASHION SYSTEM AND THE FOOD SYSTEM, GASTRONOMY AND GRANDE CUISINE Coffee-houses and the first restaurants Food guides, cookbooks, nouvelle and grande cuisine Critical gastronomy 2 GOOD TASTE IN THEORY AND PRACTICE: THE LANGUAGES OF SPECTACLE AND CONSUMPTION Gastronomy and gastrosophy: the culture of food Brillat-Savarin and the elevation of the olfactory sense Balzac and Brillat-Savarin: tastes, sights and moods Naming food and fashion 3 FOOD, FASHION AND THE MODERNIST SPECTACLE The cook and the bourgeois table Tourism Ritz and Escoffier: kings of their trade at the service of kings Proust: the tribulations of class and the lure of food The Savoy and the modern theatre of gastronomy 4 TASTEMAKERS: THE FIRST CELEBRITY COOK AND THE FIRST CELEBRITY DRESSMAKER Carême Worth 5 CUISINE AND COUTURE CULTURE: THE BOUTIQUE AS A SPACE OF CONSUMPTION Department store tea rooms From department stores to boutique restaurants. Mary Quants’ Bazaar Breakfast at Tiffany’s and the Blue Box Café Experiential eating: Boutique restaurants Concept store eateries 6 HIPPY TO COUTURE: SLOW FOOD FASHION AND FAST FOOD FASHION Slow food fashion Whole foods and fashionable brands Protest food and dress Farm-to-table and farm-to-closet Fast food fashion Italian fashion, food and heritage Pasta, Moschino and kitsch 7 IDEAL BODIES AND THE CULT OF SLENDERNESS Food and women’s body ideals Nouvelle cuisine, skinny cooking and skinny models Sizing and ready-to-wear Fad diets and Diet Coke 8 FASHION, FOOD AND ART The lobster and the dress Let them eat bread Protest fashion: That meat dress 9 DESIGNER COOKBOOKS AND CELEBRITY CHEFS Curated food: guidebooks, magazines and designer cookbooks Celebrity chefs and television Gastrofashion and gastroporn: Jamie and Nigella Culinary bad boy Marco Pierre White Virtual cooking and culinary mastery CONCLUSION NOTES BIBLIOGRAPHY INDEX For hundreds of years consumers and scholars have acknowledged that food is affected by the same rapid shifts in taste and consumption as clothing. Trends in fashion and in food are increasingly being marketed in tandem and sold as fashionable commodities to reinforce capitalist power. Yet despite this, the reciprocal relationship between fashion and food has not been fully explored - until now. Gastrofashion from Haute Cuisine to Haute Couture examines the relationship between food and fashion in clothing, style, and dress in all its manifestations, from the restaurant to the catwalk, to cookbooks, diet fads, slow food, fast fashion, celebrity chefs, artists, and musical performers. It traces the relationship between food and fashion back to the Middle Ages, to the rise of social refinements in manners, speech, clothing, and taste, when behaviours and appearances reflected social status and propriety and where the social display of wealth and privilege were inseparable from food and clothing. Nowadays, designer eateries such as Pasticceria Prada and Armani Ristorante and the display of food on fashion catwalks are the precursors of the restaurants of pre-Revolutionary France and the spectacles of world fairs and exhibitions. This much-needed book offers a substantive and incisive discussion for all those interested in the complex interrelationship between food and fashion - scholars, students, and general readers alike.. For hundreds of years consumers and scholars have acknowledged that food is affected by the same rapid shifts in taste and consumption as clothing. Trends in fashion and in food are increasingly being marketed in tandem and sold as fashionable commodities to reinforce capitalist power. Yet despite this, the reciprocal relationship between fashion and food has not been fully explored – until now. Gastrofashion from Haute Cuisine to Haute Couture e xamines the relationship between food and fashion in clothing, style, and dress in all its manifestations, from the restaurant to the catwalk, to cookbooks, diet fads, slow food, fast fashion, celebrity chefs, artists, and musical performers. It traces the relationship between food and fashion back to the Middle Ages, to the rise of social refinements in manners, speech, clothing, and taste, when behaviours and appearances reflected social status and propriety and where the social display of wealth and privilege were inseparable from food and clothing. Nowadays, designer eateries such as Pasticceria Prada and Armani Ristorante and the display of food on fashion catwalks are the precursors of the restaurants of pre-Revolutionary France and the spectacles of world fairs and exhibitions. This much-needed book offers a substantive and incisive discussion for all those interested in the complex interrelationship between food and fashion – scholars, students, and general readers alike. "For hundreds of years consumers and scholars alike have acknowledged that food is affected by the same rapid shifts in taste as clothing; just like fashion, food is consumed and sold as a fashionable commodity. Yet despite this, the reciprocal relationship between fashion and food has not been fully explored - until now. In Gastrofashion from Haute Cuisine to Haute Couture, Geczy and Karaminas trace this food/fashion relationship back to the Middle Ages when consumer behaviours were perceived to reflect social status and propriety. Through surprising case studies, the authors demonstrate that the body is the common thread linking fashion and foods as the site on which fashionability is expressed. They explore the origins of the current appeal of linking fashion and food in the spectacles of world exhibitions, and the way in which the fashion and food industries have collaborated in installations such as the Armani restaurant and the Gucci cafë, in multipurpose retail environments and in runway installations such as Chanel's A/W 2014 supermarket. Powerful in related ways, food and fashion are increasingly marketed in tandem to reinforce each object's capitalist power"-- Provided by publisher Gastrofashion from Haute Cuisine to Haute Couture examines the relationship between food and fashion in clothing, style, and dress in all its manifestations, from the restaurant to the catwalk, to cookbooks, diet fads, slow food, fast fashion, celebrity chefs, artists, and musical performers. It traces the relationship between food and fashion back to the Middle Ages, to the rise of social refinements in manners, speech, clothing, and taste, when behaviours and appearances reflected social status and propriety and where the social display of wealth and privilege were inseparable from food and clothing. Nowadays, designer eateries such as Pasticceria Prada and Armani Ristorante and the display of food on fashion catwalks are the precursors of the restaurants of pre-Revolutionary France and the spectacles of world fairs and exhibitions. -- Summary from book