Feeling Fruity? Why Fashion Turned To Food As Its Latest Muse
Earlier this year, our editor spotted a new trend emerging straight off the runway: fruit and veg, reimagined as fashion’s most humble muse. Six months on, it’s showing no sign of slowing down.
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If 2024 was the year of the banana — who could forget the $6.2 million one taped to a canvas? — 2025 was the year of the full fruit bowl. Not only was talk of fibre at an all-time high, but creative directors at some of fashion’s biggest houses turned to fresh produce as their modern muse. There was Louis Vuitton’s re-release of its Takashi Murakami cherry collection; Jacquemus’ banana-print two-piece from the Autumn/Winter 25 runway; and, of course, Loewe’s ever-expanding line-up of playful bag charms. And far from fading, fashion’s love affair with the fruit and vegetable aisle only deepened as the year went on.
While adorable isn’t a word often used in a luxury fashion context — unless we’re talking about baby clothes — the 2025 accessories landscape leaned fully into it. Miniature fruit and veg bag charms appeared across major labels, creating what could only be described as a luxury allotment. Think Saint Laurent strawberries, Jacquemus cherries, or JW Anderson’s crochet cauliflower — striking the perfect balance between craftsmanship and conversation starter.
When I first reported on the trend earlier this year for Marie Claire, fashion psychologist and Grounded Guest Editor Dr Carolyn Mair explained that its appeal lay in celebrating the simple joys and essentials of daily life. It marked a more grounded evolution of the girlhood trend, without the childlike cues of toys or overly sweet colour palettes. Instead, it tapped into something tangible, an object we already have a relationship with, delivering kitsch appeal that still felt undeniably cool.
By the end of the year, those allotment-inspired accessories have become a much more regular sight. Given fashion’s rapid trend cycle, it’s proof, if you needed more of it, than this is much more than a fleeting moment. Add to that the growing list of labels drawing inspiration from the produce aisle — Saint Laurent, Gohar and Fendi among them, alongside countless high-street names — and it became clear that simple pleasures are selling.
Now, it’s just a question of which one to fork out for…
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