Copenhagen – During fashion week, press and buyers usually flit from one show to the next with no time to stop for a bite. But for the presentation of Silas Adler’s menswear brand, Soulland, industry insiders were able to sit down and enjoy a six-course meal before seeing the spring/summer 2014 collection projected onto a screen.
The meal was hosted at a 100-square-metre pop-up restaurant opened specifically for the event. Chef Adam Aamann recreated his popular sandwich shop, which serves smørrebrød, a Danish open sandwich. The menu for the event included vodka-infused cabbage soup, crab bisque on rye bread and trout served with onion powder. During the courses, Adler presented his catwalk show, which was filmed a few days prior.
As consumers become epicureans, brands are trying to find innovative ways to bring food into every experience, even a fashion show. To learn more, read our Food and Beverage Pairings microtrend.