Micro-trend: Food and fashion collide
This movement has been cooking in Latin America for a while.
It was almost this time of the year in 2024, when Emily Ratajkowski was part of the campaign of Tory Burch: ‘Destination Anywhere’ recorded in a very traditional and famous ice-cream shop in Mexico City called ‘Nevería Roxy’ – which by the way, if you ever go, I highly recommend the mamey ice-cream.
Just a few weeks before, the Mexican brand Tiempos had announced a special collaboration with the same ice cream shop (Nevería Roxy) to offer exclusive treats inside their store.
At that moment, this caught my eye because it seemed interesting to see a brand like Nevería Roxy partnering with so many fashion labels — but without realizing it, my perspective was off. What was actually more interesting was that fashion brands were seeking collaborations with food brands instead.
These types of interactions are becoming increasingly common; such is the case with Needs, a Mexican basics brand that specializes in being a canvas for merch or uniform p…