Fashion brands are celebrated for being unpredictable, and surprisingly, sometimes that means leaning towards the everyday. It usually means avoiding men’s clothes altogether. Just look at the streetwear fans who line the corner to buy a £160 brick of the brand, or the Aimé Leon Dore lovers who opt for a special edition Sharpie pen when their bank account prevents them from buying actual clothes.
And then for every day of the week, you’ll find a variety of organic cotton tote fashion merchandise aimed at the Whole Foods-aholic. French fashion house APC’s latest offering isn’t a shockingly shaped handbag or a divisive pair of shoes… it’s olive oil.
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But! Make no mistake, this is not just any olive oil. Its well-known brand name I don’t know what it is, this kitchen spice made with love is sure to please you. Expertly crafted at the Moulin des Ombres mill in Chat de Montfrin with olive trees from the Tuscan region, the “smooth and mellow yet very green” composition (as stated in the press release) is housed in a classic glass bottle. To make the most of your cooking space, there’s the option of buying your own linen tea towel – designed by Matthias Augustiniak of M/M Graphic Studio in olive oil and illustrations inspired by the photography of the brand’s founder, Jean Toutouille. In fact, he advises how to use it: “Take plain toasted bread, slightly browned on both ends.” Don’t wait for the toast to cool. Pour some oil on it and add some salt. Rush to your nearest boulangerie.
The fusion of fashion and food started a few years ago, before ‘lock-in’ and ‘never seen before’ became part of our daily vocabulary. Brands had the light bulb idea of luring people to take a bite, hoping it would ignite a shopping trip. Jacquemus opened Oursin in Galerie Lafayette; Gucci Osteria expands to LA; And Harrods became the home of Tiffany’s Blue Box Cafe. APC opened their own pop-up cafe in Paris in 1St For art lovers to stop by the Louvre in the morning and then a more permanent location in Seoul. Those breakfast and dinner partnerships are more welcome than others. Crocs teamed up with KFC to produce drumstick-covered shoes, and despite the attention, by any measure, it’s toe-licking.
So what next? Half moon shaped pastries? Brand name ovens? Fresh produce section in their store? We’ll have to wait and see. But if you forget to pick up a bottle of Fillippo Berlo at your supermarket after work, you know where to go.
Olive oil and tea towels available for purchase at all APC stores starting January 27Th.
