Confused? French fashion house A.P.C. is here to explain
Fashion brands are celebrated for being unpredictable, and ironically, that sometimes means leaning into the everyday. Often it means steering away from menswear altogether. Just look at the streetwear fans who queue around the block to buy a £160 branded brick from Supreme, or the Aimé Leon Dore aficionados who opt for awhen their bank accounts forbid them from buying an actual piece of clothing.
And then you get the kind of fashion merch that's aimed for the Whole Foods-aholic with a different organic cotton tote for each day of the week. French fashion house A.P.C.’s latest offering isn’t a shockingly-shaped handbag or divisive pair of shoes… it’s olive oil.je ne sais quoi , this lovingly-made kitchen condiment is as confident as you would expect. Expertly crafted by the Moulin des Ombres mill at the Château de Montfrin with olive trees from the Tuscan region, it’s “smooth and mild yet very green” composition is housed in a classic glass bottle.
The fusion of fashion and food started a few years back, just before 'lockdown' and 'unprecedented' became part of our daily lexicon. Brands had the lightbulb idea of luring people in for a bite to eat in the hope that it would fuel a shopping trip. Jacquemus opened Oursin in Galleries Lafayette; Gucci Osteria expanded to L.A; and Harrods became the home for Tiffany’s Blue Box café. A.P.C.
So, what next? Half Moon-shaped pastries? Branded oven mitts? A fresh produce section within their store? We’ll have to wait and see. But if forget to pick up a bottle of Fillippo Berlo on your supermarket sweep after work, you know where to go.
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