It is likely you have seen a photo of an heirloom tomato and someone’s offhand comment about it being Loewe-coded. The irony of a seasonal vegetable becoming synonymous with a high-end fashion label was perhaps never something any of us had the foresight – or imagination – to anticipate, but the ubiquitous trend of fruit and vegetables as styling props have captured the attention of the zeitgeist, stylists and, apparently, revered fashion houses.
Taking inspiration from the allotment, the vegetable styling trend answers a craving for realism and offers an immediacy that manufactured objects can’t. Fresh produce can soften the rigidity of a set and give it the lived-in quality that contemporary styling leans towards. The romanticism of using fresh produce is a nod to the idea that the everyday can be visually compelling. Additionally, its rise coincides with a shift away from the predictability of florals or foliage. In a digital age defined by polish, we are drawn to imperfection – and seemingly, vegetables.
Part of its momentum comes from a broader shift in how we respond to images. After years of hyper-curated visuals, there is a growing desire for something that feels unvarnished. Vegetables meet that mood: their shapes are never identical, their colours fluctuate with the season and their flaws read as character rather than fault.
The stylists, designers and creators leading the trend
Recently, Jacquemus launched the “Le Valérie” handbag with an immersive activation that alchemised the Paris and New York stores into markets, where the latest bag launch was displayed against crates of seasonal produce – oranges, lemons, onions – and immaculately folded attire and accessories. The activation could be seen from the storefront, where a white scalloped awning added to the organic styling ideas. This is not the first time we have seen seasonal produce styled by the masters of marketing. Earlier this year, the Jacquemus team launched a new collection of emblems and accessories, and advertised it by having children dress up as said charms in the spirit of Halloween. Or, when the French brand tapped White Lotus actor Jon Gries for a campaign that saw the actor reclining on a banana-yellow car and driving around a cart full of bananas.
Moreover, Revered stylist Steve Cordony recently took to the trend, hosting a masterclass for homewares brand Castlery in Brisbane and Sydney, where he demonstrated natural tabletop styling for this festive season using the latest range from the beloved brand. Asparagus was arranged in vases, while cabbage, papaya, mushrooms and shallots could be found in abundance.
Arguably the original adopter of the vegetable styling trend was none other than Loewe. And it didn’t stop at using the garden for styling props, but extended to translating those frivolous shapes into couture and scents for candles and home sprays. For example, the FW22 collection saw models slouched over oversized fake pumpkins and nursing inflated apples, with staging designed by Anthea Hamilton. Led under the tutelage of Jonathan Anderson, we wonder if we will be seeing the same appetite for the allotment at Dior, now the beloved creative director has jumped ship?
Get the look
On the the hand, brands such as Nonna Grocer and Maison Balzac have built their look around fruit and vegetables, rather than solely confining them to styling props. The Nonna Grocer candles take the shape of realistic avocados and oranges, while the objects from Maison Balzac are studded with ornaments inspired by food, such as plump green olives.
01
Tomato Candle
$45, Nonna Grocer
03
Chilli Gobelets
$149, Maison Balzac
