I actually went to visit the FIT exhibit, Food and Fashion, last month. In fact, I loved it so much I went to visit the museum twice! One aspect of the exhibit that really stood out to me was the section focusing on how designers used food brands and their logos and turned them into beautiful pieces of art. I appreciated how the designers in this section used something you might see in your everyday life, something many people might find cheesy to tacky, and turned it into high fashion. The usage of popular brands in fashion also reflects on the impact on media and branding on all types of culture, including fashion, today, and how brands have changed their advertising strategies in the modern society.
One specific designer’s work really caught my eye. The chocolate bar dress was by far my favorite outfit in the exhibit. According to the FIT website, this dress was designed by famous designer Moschino for their fall 2014 collection and was purchased by FIT in 2019. The dress is a full length evening gown that appears to be made out of a Hershey’s chocolate bar wrapper. It is incredible to me how Moschino was able to take something so simple as a wrapper design and turn it into a luxurious evening gown. But more importantly, this shows how impactful Hershey’s has become in today’s culture and society. The fact that most people would immediately recognize that the design is based of a Hershey’s wrapper attests to the strong marketing and advertising skills the Hershey’s company and team has. They have made themselves so well known that even famous design houses such as Moschino are using them as inspiration.
Additionally, by putting this logo on clothing, Hershey’s and the other companies whose logos are used in fashion are actually getting more advertising. By wearing the brand’s name, you are almost becoming a walking advertisement for the company. One major example could be Coca Cola. In the exhibit there was a section focusing on Coca Cola and their impact clothing and the fashion industry. In the 1980s it was especially popular to wear the Coca Cola logo on your clothing. However, Coca Cola continues to be a fashion statement today. I myself own two shirts with their logo printed across it. By wearing their logo, more attention to the company as more eyes are viewing it. You may be walking down the street, feeling thirsty, and see someone wearing a Coca Cola shirt. Because of this, you are more likely to then go buy yourself a Coke as opposed to another drink.
This exhibit at the museum of FIT is a reflection on how important and impactful brands, especially food brands, have become in fashion, culture, and society as a whole today. Some brands are so well-known that they are being used in high fashion and their logos are being printed on t-shirts, pants, and other clothing. In turn, this brings the companies more advertising as it is spreading their brand’s name. Food and fashion have become intertwined, and this has impacted the way brands advertise in today’s world.
I really like how you highlighted the use of putting food brands on the name and its unconscious impact on our decisions as you have mentioned with Coca-Cola. Also, I watched the Moschino runway show on the video displayer and I was intrigued by the whole idea of the designs.