To Gen Z, food is the new luxury

Luxury has taken a mouthwatering twist, and Gen Z are here for it. Vogue Business spills the beans on the latest trend that's got this generation buzzing: food as the new symbol of indulgence.

Young people are finding luxury in the everyday and posting about it on social media, and we (young and slightly older!) are fully onboard.

Delli, via Vogue Business

Coming out of the pandemic and into economies that have seen better days, food has remained a status symbol for some price-sensitive Gen Zs, much like a luxury item or piece of music merch. From a sample of 166 sixteen to twenty four-year-old Teen Vogue, Glamour and Allure readers in the US, more than half have bought what they consider to be luxury food or drink in the last year, according to a survey conducted by Vogue Business.

In response, fashion and beauty brands are seeing the value in aligning with food institutions or using popular foods at events or in campaigns to build brand equity online. A move we think is smart. Collaborations between like-minded brands are pure magic, they create buzz, add value, and help built communities that defy convention.

Now, where did we put that affogato? Our coffee has officially been elevated.