What Does a Brand Taste Like?
Luxury fashion brands are betting on a space in your fridge, here’s why.
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Luxury fashion brands are entering the Consumer Packaged Goods sector, producing a variety of food and beverages in response to behavioural shifts that see consumers seeking purposeful actions in what may seem like even the most mundane purchases.
Two months ago fashion brand Casablanca Paris announced their foray into CPG with the release of the ‘Alaya-Apres Sport’ juice, a pink smoothie made from coconut milk, strawberries, pitaya and pink salt — packaged into a clear bottle with an orange lid. The smoothie is the product of a collaboration between Casablanca and Erewhon — a niche grocery store and health community governed by its values.
A Casablanca smoothie seems pretty cool huh? But curious me couldn’t help but wonder, why would a luxury fashion brand collaborate with a grocery store and why would a fashion brand make smoothies?
Well according to Charaf Tajer, the founder of Casablanca Paris, it’s because
“The real luxury is taking care of yourself” .
