Fendi and Chupa Chups: the fun collaboration launched during MFW 2024
Fendi and Chupa Chups launched a fun collaboration during the brand’s catwalk show during Milan Fashion Week 2024, which ended on 26 February 2024. Read on to find out more.
Fendi and Chupa Chups: the tasty snack couture
It was during the presentation of the autumn/winter 2024/2025 collection at Milan Fashion Week 2024 that Fendi and Chupa Chups unveiled their special and unexpected collaboration.
The union of the two brands saw the amusing proposal of the Chupa Chups Lollipop Holder, a Chupa Chups holder made of leather and branded Fendi, proposed in different shades and shown on the catwalk knotted to some of the iconic bag models of the maison, including the Baguette and the Peekaboo, as well as being worn as a necklace around the neck of the models.
Fendi and other food projects
This is not the first time that the Italian fashion house has proposed projects or collaborations together with some food brands.
Indeed, if we think back to 2019, the Roman luxury giant organised a special pop-up store at Milan’s Central Station, where it offered branded ice-cream sticks, studded with the typical monogram with the double F. On this occasion, the brand had partnered with Steccolecco, an artisanal ice-cream parlour based in Rome, which offers the possibility of customising their creations.
The brand’s collaborations with the food sector do not end there: in 2021, it partnered with Rummo, an Italian food company founded in Benevento, in 1846, and producer of durum wheat semolina pasta, with which it launched a special pasta format, featuring the double F logo, as well as packaging characterised by monogram printing on the luxury brand’s classic yellow background.
In addition, 17 May 2023 marked the launch of the Italian brand’s collaboration with Heytea, a well-known Chinese tea chain. For the occasion, a new flavour was proposed, more specifically a green tea flavoured with passion fruit, orange and mango. Also made available for purchase was a glass branded by the maison, in the classic yellow colour, complete with straw and pins.
One of the reasons why the collaboration was so popular was the price: the tea costs only three euros, allowing anyone to buy it and also receive the Fendi branded glass. Many, in fact, emphasised that this was their first opportunity to enter the luxury market, touching a product branded by one of the world’s most important fashion houses for a pittance.
Other brands that have embraced snack couture
Balenciaga
Another brand that approached food couture was Balenciaga, which collaborated with Lays, a well-known food company of crisps produced and marketed by PepsiCo. The partnership saw the launch, during the summer prior to Paris Fashion Week 2023, of a series of bags in the shape of a bag of Lays crisps, with the brand’s yellow logo, under which the words ‘Balenciaga Paris’ were added.
Furthermore, less than a week ago, a new line was launched with the same concept, including three new versions of the Chips Bag designed by Demna: the salt and vinegar in blue, the cheese and onion in yellow and the spicy chilli version in red, for the modest sum of 1,490 euros… In short, a rather expensive packet of chips!
Dolce&Gabbana
There have been several collaborations between Dolce&Gabbana and the world of food: an example is the one between the luxury brand and Perugina, with the launch of a limited edition of the famous Baci.
In addition, on the occasion of the 25th anniversary of the brand’s foundation in 2014, the maison proposed a collaboration with Algida in which it proposed a limited edition of the Magnum: the two designers chose their favourite flavour of ice cream (white chocolate with chocolate nuggets and pistachio grains inside), enclosed in a cream-coloured case decorated with illustrations recalling the colours and elements of the Sicilian land.
Coca Cola
Numerous luxury brands have chosen to collaborate with Coca Cola, customising the unmistakable glass bottle. Some of these have been Moschino, Alberta Ferretti, Blumarine, Missoni, Fendi, Versace, Etro and Marni.
Other interesting collaborations were that of Armani with Venchi, an Italian food company specialising in the production and sale of chocolate, and that between Ladurée and brands such as Lanvin, Emilio Pucci and Christian Louboutin.
Hermès
Not to be forgotten was the Hermès campaign launched in 2021, which preceded the launch of the first bag made entirely using Fine Mycelium, a vegetable fabric obtained from mushrooms.
For the occasion, the designer and artist Ben Denzer, imagined some Birkins made entirely using certain vegetables, such as asparagus, cabbage and courgettes.
Conclusion: Fendi and Chupa Chups launched their collaboration during Milan Fashion Week 2024.
Read more:
What were the 5 most appreciated and 5 most criticised fashion shows of Milan Fashion Week 2024?
Curiosities about Paris Fashion Week since 1973
Milan Fashion Week 2024 comes to an end: A summary of the most important events
NEWSLETTER
Vuoi ricevere Mam-e direttamente nella tua casella di posta? Iscriviti alla Newsletter, ti manderemo un’email a settimana con il meglio del nostro Magazine.
