Saturday, 24 October 2009


I read recently an angry piece of writing in the observer magazine, which lamented the release of the 'American Fashion Cookbook'. The writer, yummy-mummy Rachel Cooke, argued that the fashion industry had no right to be simultaneously sending 'starving girls' down the catwalk whilst crystallising their love for cakes and treats in this book (which includes a collection of recipes from US designers such as Caroline Hererra and Izaac Mizrahi).

Both industries, cookery and fashion, are towering 'cultures of consumption', which have escalating popularity among the middle classes today. Both carry connotations of luxury; excess; money. The pairing does not seem as unlikely as Cooke proclaims.

But, there is something alarmingly vulgar about this collaboration. Britain's greedy fad for cookery programmes, cookery books and celebrity chefs is far too senseless and lacking in moderation for my delicate fashion disposition. Our industry is more controlled and restrained in it's passions. It doesn't surprise me that the american fashion council have banked in on the rise of the two trends. Cupcake sellers in London have been also doing so for a long time. But I dont think it should be encouraged to develop any further.

No, a designers place is not in the kitchen, but not for any reasons associated with size zero. Rather, us fashion types value a certain subtlety, delicacy and restraint which is incompatible with anything that includes the words 500g butter, eggs, milk and flour.

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