From Pickles to Pastries: Food Trends Fashion Must Watch in 2025

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For many consumers, food is more than just sustenance—it’s a cherished luxury. From functional dining to the rise of “hot girl pickles,” these are the food trends that luxury brands can embrace.

In 2025, the path to consumers’ hearts may indeed lead through their stomachs. From Chopova Lowena’s viral mayonnaise It-bag and glazed donut-inspired skin to Nara Smith’s “cooked from scratch” Marc Jacobs tote and Loewe’s iconic tomato accessory, the fashion and beauty industries have never been more intertwined with food culture.

This trend is particularly prominent among Gen Z, who are opting for small daily indulgences like $20 Erewhon smoothies and $4 Liquid Death canned water over big-ticket purchases, redefining luxury as an elevated everyday experience in a challenging socioeconomic climate.

As the influence of fleeting micro-trends fades, the focus has shifted toward holistic lifestyles and the cohesive aesthetic one embodies across various facets of life. Trends now transcend individual categories, creating cross-pollination between fashion, homeware, beauty, and food. In 2025, understanding food trends is no longer just about what’s on the plate—it’s about unlocking deeper insights into consumer aspirations.

“Gen Z is seeking sensory-driven experiences—it’s not just about appearance, but also taste and texture,” says Sydney Stanback, head of global trends and insights at Pinterest. The platform’s annual Pinterest Predicts report highlights how food trends intersect with fashion, beauty, and homeware. Digitally savvy and endlessly curious, Gen Z is delving into cross-category themes like Charli XCX’s “Brat Summer” or the concept of “quiet luxury” on Pinterest, TikTok, and Instagram, seamlessly integrating these aesthetics into every aspect of their lives—including what they eat.

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Reflect on last year’s “tomato girl summer,” a sartorial ode to the la dolce vita lifestyle. “The Mediterranean drew us in not just for its mouthwatering cuisine, but for the aspirational personas we imagined ourselves becoming—through the clothes we’d wear, the makeup we’d apply, and even the scents we’d encounter,” says Melanie Bartelme, associate director of food and drink at market research firm Mintel. Bartelme highlights the importance of these multisensory trends, noting their ability to “effortlessly break us out of our routines, allowing us to daydream simply by ordering an Aperol spritz or donning a striped dress and wide-brimmed hat.”

From “functional feasting” to “chaos cakes” and the emergence of food as a third space, Gen Z is embracing these trends both literally and figuratively, embedding them deeply into their identities. Brands that strategically position themselves at the epicenter of this cultural shift stand to gain significant traction and resonance with this dynamic audience.

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Functional Feasting

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In an age where weight-loss drugs like Ozempic dominate cultural conversations, it may seem paradoxical that food has emerged as one of the ultimate luxuries. Yet this shift highlights a profound transformation in our relationship with food—it is no longer merely sustenance but a tool for optimization and self-care.

“This trend stems from consumers feeling the world is increasingly chaotic and unpredictable,” says Matthew Barry, insight manager for food and beverages at research company Euromonitor. “When people can’t trust the larger systems in place, they turn inward, focusing on what they can control. And it’s not just about control—it’s about optimization. While you can’t fix global issues, you can equip yourself with better energy, a stronger immune system, and improved sleep.”

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At the forefront of this movement are functional foods—products enhanced with scientific advancements to deliver specific health benefits. “Consumers have embraced what we call ‘functional feasting,’” explains Seyi Oduwole, food and drinks analyst at strategic foresight agency The Future Laboratory. She predicts that the popularity of functional foods will continue to rise as brands innovate with health-focused enhancements.

“We’re seeing an increased incorporation of prebiotics for gut health, protein fortification for metabolic and strength support, and nootropic ingredients aimed at cognitive enhancement,” Oduwole adds. These innovations reflect a broader cultural desire to use food as a means to achieve holistic well-being in a world where personal optimization feels more essential than ever.

“Maybe you can’t solve the world’s problems, but you can confront them with more energy, a stronger immune system and better sleep habits.”

Supplements are on the rise, but functional food and beverages are gaining momentum as well. The Erewhon smoothie has become a symbol of celebrity luxury, with Hailey Bieber’s “strawberry glaze skin” smoothie leading the charge. Packed with collagen, sea moss, and hyaluronic acid, this $20 drink promises to give skin a radiant, plump glow. Meanwhile, British food and fashion retailer Marks & Spencer is launching a new line of smoothies for 2025, with names like “Revitalise” and “Brain Food” emphasizing the growing trend of functional feasting. As Euromonitor’s Barry notes, the true status symbol today isn’t the most expensive car or handbag, but having a ‘biological age’ significantly younger than your actual age.

However, Mintel’s Bartelme cautions that brands risk alienating consumers by over-labeling their products. “A decade ago, everything was labeled gluten-free, even bottled water — which was unnecessary,” she says. While it’s important for consumers to know what’s in their food, overloading products with labels based on every trending eating pattern could turn off those not interested in such classifications. She points out that labeling a product as suitable for weight loss drugs like GLP-1 could make some consumers doubt its taste or associate it with “diet” food.

Redefining Comfort Food

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Even in the age of Ozempic and wellness optimization, food remains an unrivaled source of comfort. Despite the dominance of health-conscious conversations, the emotional and sensory role of food in our lives remains deeply significant.

“As a society, we’re tired, anxious, and burnt out. Consumers are easing the pressure by relaxing their expectations of what food should be,” explains Bartelme. The shift toward snacking throughout the day, rather than adhering to strict meal schedules, has become a norm. Once-unexpected pairings, such as McDonald’s promoting iced coffee and fries as a snack, are now embraced as indulgent treats. Viral trends like “girl dinner” — a TikTok term for casual, unstructured meals made of snack-like or mismatched foods — highlight how effortless meals can bring joy and comfort without judgment.

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This cultural evolution has also fueled the rise of “unserious” food and drink, says Jennifer Creevy, director of food and drink at trend forecaster WGSN. “People crave irreverence, silliness, and fun to offset the stress and anxiety of modern life,” she explains. “In food and drink, this translates into comfort, nostalgia, and playfulness. Expect bold colors, playful textures, unusual formats, and experimental flavor combinations that encourage people to fully enjoy the moment.”

Desserts and beverages are prime arenas for this whimsical experimentation. “One standout trend is ‘chaos cakes,’ where the emphasis is on fun and expressive decorating rather than perfection,” shares Stanback. Another growing trend is “surreal soirées,” which center around maximalist, imaginative tablescapes. Pinterest data reveals a surge in searches for “surrealist tablescapes” (+55% year-over-year), the “Salvador Dalí aesthetic” (+40%), and “cake bouquet flowers” (+30%), reflecting a heightened interest in edible decor and creative dining experiences.

“People are moving away from traditional decorations like flowers in favor of edible options, such as baguette bouquets or strawberry centerpieces that double as part of the meal,” adds Stanback. Collaborations between chefs and fashion brands further underscore this trend, blending food with creativity and style. For example, Eckhaus Latta’s Spring/Summer 2025 collection debuted during an elaborate dinner party, merging culinary art with high fashion in a truly experiential event.

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In this evolving landscape, comfort food transcends indulgence to become a celebration of creativity, nostalgia, and the sheer joy of the unexpected.

Creevy highlights how the surrealist trend opens doors for fashion brands to inject joy into their offerings through unexpected product collaborations and imaginative culinary displays at events. “Picture croissant handbags, sausage roll earrings, or pickle shoes. These whimsical designs cater to the growing desire for levity and delight,” she explains. Fashion is already embracing this playful approach, with standout successes like Chopova Lowena’s Hellman’s mayonnaise bag, Kate Spade’s Heinz ketchup collection, and Kate Barton’s goldfish snack bag, all of which made a splash last year.

Sober-curious Gen Z is reshaping the beverage landscape. According to Mintel research, about one-third of 18- to 24-year-olds refrain from alcohol altogether, while those who do drink view it as a rare indulgence. Instead, they’re turning to a growing variety of non-alcoholic beverages.

“Soda floats are making a comeback, with Gen Z adding a modern twist to this nostalgic treat,” says Stanback. This resurgence of ‘rebel floats’ is driven by the generation’s preference for non-alcoholic options and their affinity for nostalgia.

Water, too, has evolved from a basic necessity to a luxury item, with functional waters infused with vitamins, minerals, and adaptogens transforming hydration into a status symbol. On TikTok, the #WaterTok hashtag has amassed over 128,000 videos showcasing creative water concoctions, dubbed “sexy water” by content creator Kelly Grace Mae.

According to Precedence Research, the electrolyte drink market is set to reach $59 billion by 2030, growing at an annual rate of 5.9%. Popular California water brand Liquid Death, known for its “spunky rebrand of water” and collaborations with Blink-182’s Travis Barker, introduced the Death Dust electrolyte mix in February 2024. Liquid Death, valued at $1.4 billion in 2024—double its 2022 valuation—continues to make waves.

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Hypebeast Grocers and Status Snacks

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In cities worldwide, crowds gather around viral eateries. These culinary hotspots have become cultural status symbols, akin to streetwear, where a meal can hold as much prestige as a limited-edition sneaker. Bakeries like New York’s L’Appartement 4F and London’s Forno are using the drop-style business model popularized by brands like Supreme, creating limited-run pastries that entice customers to wait in line for hours.

These “hype bakes,” as coined by The Future Laboratory, combine exclusivity with the joy of communal dining. The same trend is playing out in innovative grocery concepts like Pop Up Grocer and Happier Grocery in New York, which are reimagining corner stores as destinations for curated, high-quality food items—aiming to become “the local Erewhon.”

“Food lore is social currency. Niche communities are elevating local products and places to cult status,” says The Future Laboratory. Luxury fashion has caught on, too. In East Hampton, Mytheresa partnered with Flamingo Estate for an ‘Inconvenience Store’ pop-up, merging luxury fashion with high-end groceries, proving that food and fashion can be intertwined for a truly unique experience.

Fermentation Fever

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Fermented foods like kimchi, kombucha, and miso are becoming mainstream staples, known for their gut health benefits and artisanal appeal. According to CMR, the global fermented food and beverage market is projected to reach $566 billion in 2024, with a CAGR of 6.2% through 2030.

This trend is even making its way into fashion. Loewe’s SS24 collection featured garments inspired by the organic textures of fermentation, blending the aesthetic and functional aspects of this food trend with fashion.

The Year of the Pickle and Cherry

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Pickles and cherries are set to dominate 2025—not just as flavors but as full-blown cultural aesthetics.

“The ingredient of the year appears to be pickles, with everything from pickle de gallo to pickle margaritas becoming popular,” says Pinterest’s Stanback. Brands are capitalizing on the pickle craze, with products like Good Girl Snacks’ Hot Girl Pickles and viral pickle-inspired cocktails from celebrities like Bella Hadid and Dua Lipa. The pickle aesthetic has even transcended food to become a visual identity, with pickle-green hues influencing fashion and design.

Similarly, cherry aesthetics are on the rise, with Pinterest searches for “cherry vibe” and “cherry bedroom” up by over 300%. Stanback notes that food trends now extend beyond flavor, influencing everything from home décor to fashion.

These food-inspired trends present countless opportunities for brands to engage consumers creatively—whether through events, campaigns, or product design. “Food and fashion collaborations thrive on multisensory storytelling that combines taste, touch, and visual appeal,” says Riani Kenyon, anthropologist at Canvas8. “This convergence allows brands to deepen emotional engagement by creating memorable and novel experiences.”

Food-inspired fashion continues to resonate with younger audiences, as seen with Elf’s Dunkin’ Donuts-themed makeup, Oscar Mayer’s bacon-scented shoelaces, and Mociun’s radish-inspired jewelry. These products combine humor, nostalgia, and whimsy, appealing to Gen Z’s playful spirit.

With opportunities ranging from cherry-themed apparel to pickle-inspired beauty lines, the possibilities for brands to engage consumers through food trends are endless.

 

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