Dior: Bag or Burger?

Do you want to buy a bag or a pistachio éclair with the Dior logo on it?

Luxury fashion brands are now serving more than just clothes. They're also serving coffee, cocktails, and caviar. The world of high fashion is now setting tables in the same places it used to only dress, like rose lattes in Seoul and lobster ravioli in Florence. So, why do companies like Dior, Gucci, Louis Vuitton, and even Kenzo open restaurants and cafés? Is it about business, branding, or just the buzz? Let's break it down.

Why High-End Brands Are Getting Into Food

1. It's not just about brands; it's about how you live your life. Luxury is no longer a product; it's a feeling. Eating at a fashion house lets customers live the brand- it's about immersing yourself in the lifestyle and values that the brand represents, not just wearing its products.

2. It gets people more involved: Not everyone can afford a $3,000 handbag, but a lot of people will spend $25 on a Dior latte and post pictures of it all over Instagram. It's a goal that's easy to reach.

3. It gets people to go to their real stores: Fashion retail is changing. In a post-pandemic world that is more digital-first, dining experiences bring people back into boutiques.

4. It's cultural capital: When you drink a matcha with a Dior logo on it, you're not just drinking tea; you're showing off your taste, status, and belonging.

Dior Café (Tokyo, Paris, Seoul, Miami) is one of the F&B powerhouses in fashion: Rose Latte, Pistachio Eclair, Vanilla Mille-Feuille, and Garden Pea Velouté are some of the signature dishes served on monogrammed tableware. The café, often located in or above Dior stores, offers an exclusive dining experience that allows you to savor the brand's style with every sip.

Dior Café, Tokyo. Image credit: Dior, 2025.

Gucci Osteria (Florence, Beverly Hills, Tokyo, Seoul): This is more than just a vanity project; it's a culinary masterpiece. Michelin-starred chef Massimo Bottura's menu is like poetry, and the plating is like writing, inviting you to appreciate the artistry in every dish.

Gucci Restaurant, Seoul. Image credit: Gucci, 2025.

Chanel's Beige by Alain Ducasse (Tokyo): A French fine dining restaurant inside Chanel Ginza. It's a place of timeless elegance, understated luxury, and sophistication, in perfect harmony with the house's style.

Armani Ristorante / Emporio Armani Caffè (Milan, Dubai, Tokyo): One of the first fashion brands to get into the hotel business. The inside? Simple. The food? Italian at its best.

Emporio Armani Caffè, Dubai. Image credit: Armani, 2025.

Louis Vuitton's Le Café V (Osaka and Chengdu): This LV concept café serves Instagram-worthy desserts and matcha lattes, and it gives you a full taste of the brand.

Tiffany & Co. Blue Box Café (NYC, London, Dubai): You can now really have "Breakfast at Tiffany's," with turquoise pastries, afternoon tea, and that famous robin-egg blue all over the place.

Tiffany Blue Box Café, New York. Image credit: Franck, T. (2017).

Kenzo House of KANPAI in Tokyo: A stylish, high-end izakaya-style bar with trendy cocktails and Japanese share plates.

Versace Mansion/Gianni's Restaurant (Miami): The restaurant is in Versace's old mansion, and the food is as fancy as the brand's gold-accented style.

The Good Things About Fashion Restaurants

• A goldmine of content: These experiences are designed to be Instagrammable, creating a wealth of user-generated content that not only promotes the brand but also enhances its image as a lifestyle choice.

• A stronger brand connection: Diners connect with the brand on an emotional level in a setting that fully immerses them.

• Luxury that's easy to get: It lets new people who want a piece of the brand without paying high prices.

• A return to physical stores: Food and beverage companies are bringing people back to their flagship stores.

The Problems and Drawbacks

• It's not their primary business: Designing handbags is very different from running a fancy restaurant.

• Risk of brand dilution: If the food or service isn't good, it could hurt the brand's image as a high-end one.

• Short-term hype: Some cafés depend on Instagram buzz a lot, but they don't build long-term loyalty.

• Not every brand works well with food; overreaching can make it seem forced or gimmicky.

LAST BITE

The question isn't "why" Dior opened a café; it's "why did it take them so long?"

In 2025, luxury is all about the whole person. What you wear, what you drink, where you sit, and even what pastry you post are all important. So the next time you order a Rose Latte with Dior dust, remember that you're not just having coffee. You are eating the brand.

Would you rather have a Lady Dior bag or a raspberry religieuse and 10,000 likes?

Arman POUREISA

Marketing Manager

Business Management Lecturer

Raffles Jakarta

References

Armani. (2025). Emporio Armani Caffè Dubai. Armani. Retrieved August 2, 2025, from https://www.armani.com/en-ie/armani-restaurant/experience/emporio-armani-caffe-dubai/

Dior. (2025). Dior Café Tokyo. Dior. Retrieved August 2, 2025, from https://www.dior.com/fashion/stores/en_gb/japan/chuo-ku/ginza-6-10-1-898954

Franck, T. (2017, November 14). What it’s like to have breakfast at Tiffany’s Blue Box Café. CNBC. Retrieved August 2, 2025, from https://www.cnbc.com/2017/11/14/whats-its-like-to-have-breakfast-at-tiffanys-blue-box-cafe.html

Gucci. (2025). Gucci Osteria Seoul. Gucci. Retrieved August 2, 2025, from https://www.gucci.com/us/en/st/stories/article/gucci-osteria-seoul