By Leah Harper
Next month Prada will open a branch of its Marchesi 1824 bakery in London. And it is not the only fashion house designing its own snacks and eateries
The myth that the fashion crowd don’t eat has long been dispelled. But they do, increasingly, eat fashionably. Next month, Prada will bring its historic Marchesi 1824 bakery to London, complete with a pastry counter and cafe. The Mount Street eatery in Mayfair plans to serve sweet treats, including Milanese panettone and gianduja chocolates, alongside traditional Italian espresso, and is likely to become a point of pilgrimage for fans of the label.
But Prada is far from the only fashion house to branch out into baking in recent years. When Fiorucci opened a flagship store in London’s Soho in 2017, it encouraged customers to “take a bite out of Fiorucci” at the in-store cafe run in collaboration with the city’s “most Instagrammable cafe”, Palm Vaults. The same year, Ralph Lauren opened Ralph’s Coffee & Bar in a corner of its flagship store on Regent Street, following similar installations in New York, Chicago and Paris, and offering everything from “Ralph’s brownie” to “Ralph’s roast”. Round the corner, Burberry had opened Thomas’s Cafe a year earlier.