How fashion’s greatest houses became some of the world’s most compelling restaurateurs

From the Louis Vuitton café to Bulgari’s Michelin-starred rooms in Milan and Rome, fashion’s great houses have quietly become serious players in the restaurant world. From a $14 éclair at the LV Café to a full tasting menu at Gucci Osteria, dining has never offered such direct access to fashion’s most rarefied world

No longer confined to the runway, fashion houses are expanding into the hospitality industry, encouraging loyal fans to indulge in not just haute couture but also haute cuisine. As fashion brands report losses in conventional sales of luxury goods, we are seeing brands like Louis Vuitton, Dior and Coach create more immersive experiences by opening up restaurants, cafes and even pastry shops to increase their brand visibility. From monogrammed pasta dishes to desserts resembling Marilyn Monroe ’s iconic 1962 black Dior dress, dining out has never been so fashionable – or delicious.

With couture cafes and Michelin-starred dining experiences on offer, there’s a whole new frontier when it comes to the way people shop for high fashion. Luxury goods companies are increasingly looking for new avenues to capture the fickle spending habits of consumers, particularly Gen Z, and when it comes to sales, the proof is in the pudding – literally. 

“Where we have a coffee shop, we’ve seen somewhere between 15 per cent and up to 35 per cent better results in the core shop,” Coach CEO Todd Kahn told CNBC‘s Squawk Box Asia recently. With more than 100 shops slated to open in the next four years, as well as a Coach-branded steakhouse at Singapore’s Changi Airport, this trend is proving to be more than just a fashion statement but a permanent fixture to dining scenes around the world.  

Sports retailer Lacoste opened their first ever cafe in Paris on the prestigious Avenue Franklin D. Roosevelt this year, serving cakes resembling their signature polo tee along with hanger steak in a buttery cream sauce. 

In Japan, Bulgari caters to foodies as well as fashionistas at Bulgari Tokyo Ginza Bar & Dolci. Helmed by Michelin-starred chef Niko Romito, who looks after all the Bulgari dining experiences worldwide, the sophisticated bar features curated cocktails, wagyu beef and exquisite desserts with sweeping views of the city. 

In the United States, Tiffany & Co, Ralph Lauren and Dior have also added new eateries to their line-up  – but nothing compares to one of the very first fashion-led restaurants, which opened more than a decade ago. At Armani/Ristorante, live music, cool cocktails and Milan’s social elite welcome the weekend in a style fitting of the fashion capital.

Michelin Stars are perfect pairings

The intersection of luxury fashion houses and hospitality is not new. Department stores in Asia have long dedicated a whole floor to gastronomy, with ramen shops and cafes for shoppers to refuel, and in the United States, Barney’s, Bergdolf Goodman and Ralph Lauren have had eateries inside their stores since the early 90s. Yet, the meteoric rise of high-fashion dining venues produced by fashion-led brands over the last five years offers something new, and speaks directly to Gen Z’s lust for experiential, digitally shareable experiences over physical possessions.

As luxury hotels by fashion brands like Bulgari continue to boom worldwide, culinary add-ins prove clever extensions of the luxury experience that keep customers immersed in the brand experience for longer, says US-based luxury travel advisor, Jason Squatriglia.

“Limited seating, tasteful decor and an elevated menu make such restaurants some of the hottest reservations in town” says Squatriglia. “It’s not just about posting that you were there on social media, but also showing up and immersing yourself in the experience,” he says.

The worldwide partnership between porcelain brand Ginori and St. Regis properties is a case in point. At St. Regis Venice, tiramisu and cannoli served on pastel pink Ginori porcelain with views of the Venetian lagoon feels almost purpose-built for Instagram, reflecting a tantalising taste of la dolce vita.

The success of these foodie fashion collaborations comes down to great partnerships – and Michelin starred chefs are proving to be the perfect bedfellows in the fashion-led restaurant boom. Esteemed chef Dominique Crenn is the creative mind beyond Dior’s dining experiences in the United States, and multi-Michelin starred chef Anne-Sophie Pic is the official ambassador for Monsieur Dior in Asia with restaurants in China and Japan. Daniel Boulud heads up Tiffany & Co’s Blue Box cafe in New York City, while the retailer’s Hong Kong outpost recently opened under the culinary direction of Chef Agustin Balbi of one-Michelin-starred Andō.

Sports retailer Lacoste opened their first ever cafe in Paris on the prestigious Avenue Franklin D. Roosevelt this year, serving cakes resembling their signature polo tee along with hanger steak in a buttery cream sauce. 

“As a child, I dreamed of becoming a fashion designer; today, through this creative dialogue, I’m able, in a way, to bring that dream to life,” says Anne-Sophie Pic. Chef Pic’s menus in Chengdu, Tokyo and at the newly opened Shanghai outpost reflect Dior’s history, which inspired her creations. Highlights include a signature cannage millefeuille dessert, leopard toast croque-monsieur, and the iconic Junon dress, represented as edible art.

In Italy, dining as a Bulgari loyalist is all about timeless beauty and elegance, which is reflected in the fashion-cum-hotel brand’s Michelin-approved dishes created by chef Niko Romito. Despite multiple Bulgari dining locations worldwide, the quintessential experience is at either Bulgari Milan or the newly opened Bulgari Rome. There, elevated Italian dishes exemplify tradition, authenticity and contemporary innovation – much like the designer brand itself. There is excellent spaghetti al pomodoro, cotoletta Milanese and tortellini with langoustine, but what would luxury be without caviar and champagne? In Milan, visitors can indulge in Oscietra caviar while sipping on lemon sgroppino with prosecco foam laced with gold, turning a memorable day of shopping in Italy’s fashion into something utterly priceless.

The trend can even be found on home soil, with Rodd and Gunn’s newest store on Melbourne’s Little Collins Street featuring a lounge, bar and restaurant that together reflect the spirit of the brand by celebrating local artisans and producers. 

While owning a Birkin, Fendi Bag Bug or Hermès Kelly may be out of reach for most, a $95 brunch at Tiffany & Co., $14 éclair at the LV Café or $360 tasting menu at Gucci Osteria offers a taste of fashion’s rarefied world – no waitlist required.