LA GLACE SPORTIF
From pineapple clutches and Moschino's fast food inspired haute couture, to giant floating donuts and shoes made of gum; food is fashion and vice versa.
While the heatwave is no longer melting us down here in the Netherlands, we can not help but wish for a pair of ice cream inspired Le Coq Sportif kicks to keep things cool the next time tempratures rise above 30 degrees celsius.
The collection is crafted in noble materials and inspired by the tangy, pastel palette of ice creams in summer. The upper is in nubuck and the front of the shoe is coated in plastic. Even the patch on the tongue and the sole feature a waffled motif, reminiscent of ice cream cornets. With its waxed laces, its leather logo patch and its bright colors this model is perfect for summer. The only problem is, which flavor to choose.
Food is increasingly becoming a fashion statement and a means to express ourselves. Countless food bloggers have already shown us the world one bite at a time. Also, the short Tasty films that currently dominate our Facebook timelines, have mastered the art of going viral by way of providing simple food-hacks that make us go "hey, I can do that!". These days, restaurants even understand how to profile themselves by serving Insta worthy dishes (#pokebowl #unicornfrappuccino). Showing the world that you've had time enough to prepare a home cooked meal from scratch, is becoming a major status symbol. It proves we're in control, that we manage our time well and that we care about what we put in our bodies, right? In other words, food, food, food.
Bonding over food provides us with a sense of intimacy and community that is becoming rare in our current mobile context. We always seem to be competing with some kind of screen to capture someone attention. In the meantime, a pair of sorbet inspired sneakers ay at least get people to do a double-take.