Fashion designers want us to buy desserts we’re not supposed to eat


Now that Gigi Hadid has given us all permission to be curvy, The New York Times reports the even more shocking news that fashion houses — the very brands who hire stick-thin models to walk the catwalks — have started inexplicably opening up tons of pastry shops in Milan. Prada just purchased the historic pastry shop Pasticceria Marchesi and opened a new location of it (and are planning to open more); LVMH Moët Hennessy Louis Vuitton owns Cova Caffè (No.8); and the former CEO of Luxottica (the eyeglass company) is reportedly going to become the president of Eately.

The reason for this interest, according to the Times, is that luxury retailers are waking up to the fact that while many people may have $4 to spend on a luxury cookie, they don’t have $4,000 to spend on a handbag. And yet, that cookie-customer wants a little piece of luxury too.

By adding global muscle to small historic concerns like Cova or Marchesi (which incidentally now has an Instagram handle), high-end groups can export a little bit of Italy, a fantasy destination for so many luxury goods connoisseurs.

So basically, it’s the lipstick effect applied to dessert.

To us, all it seems like is a wonderful opportunity to bring back the now-defunct Instagram account @youdidnoteatthat.