Fashion Has a New Obsession: Food

And Rachel Comey X UNREAL might have just perfected it....

There are very few things fashion loves more than taking something completely ordinary and making us look at it differently. Rachel Comey’s latest bag does exactly that.

For Spring/Summer 2027, Comey collaborated with chocolate brand UNREAL on the Coco Bag, transforming the visual language of a chocolate wrapper into a silver clutch. The outside mimics the metallic interior of packaging, while opening it reveals the colour and graphics we associate with the wrapper itself. There are even dedicated compartments for chocolate inside.

It is clever precisely because it doesn’t pretend the reference is anything more serious than it is.

Comey has taken an object designed to exist for approximately thirty seconds between opening a chocolate bar and finding the nearest bin, and turned it into something designed to be kept.

And somehow, it works.

Perhaps because fashion is becoming fun again.

After years of understated luxury, perfectly tasteful basics and an internet determined to teach us the correct way to dress, there is something refreshing about a designer making an object that simply makes you smile.

But the Coco Bag also taps into something much bigger happening across fashion.

Fashion is hungry.

Food is becoming one of the industry’s most effective visual languages, and it isn’t difficult to understand why. We all recognise it. We all have memories attached to it. Packaging can transport you to a childhood corner shop faster than most meticulously constructed brand campaigns ever could.

That familiarity is powerful.

A traditional luxury bag asks you to understand its codes: the leather, hardware, silhouette, logo or history. The Coco Bag requires almost nothing from you. You see it and immediately understand the reference.

Then Rachel Comey does what fashion does best: she changes its context.

A wrapper becomes a clutch. Disposable becomes collectible. The thing sitting at the bottom of your handbag becomes the handbag itself.

That transformation is what makes the collaboration feel more interesting than simply putting a food logo on a piece of clothing. The humour is built into the design.

And maybe that is why “yummy fashion” feels particularly right now.

We have spent years being told that good taste means restraint. Buy the timeless bag. Wear the neutral coat. Remove one accessory before leaving the house. Invest in pieces nobody will notice.

Rachel Comey offers a much more enjoyable proposition: what if the thing you carried was actually worth talking about?