Summary of Key Points
Over the past decade, luxury brands such as Chanel, Prada, Hermès, and Loewe have incorporated "rural vegetable and fruit" elements into their marketing strategies and product designs. Some have transformed markets and farms into fashion shows, while others have used tomatoes and carrots to create bags and perfumes. This is not a sudden surge of nostalgia but rather a response to the desire of city dwellers for a more relaxed and natural lifestyle. Behind these moves lies both a commercial strategy (using contrast to attract attention and encourage sharing) and a deeper artistic reflection (for example, on the relationship between agricultural labor and technology). At its core, it reflects the modern urban consumer's desire to reconnect with the real world.
1. Luxury Brands Letting Go of Their Arrogance: Turning Markets into Fashion Shows
In the past, luxury brands were associated with high-end boutiques and exclusive events. Now, they are actively embracing everyday settings like markets, supermarkets, and farms. For instance, in 2014, Chanel created the "Chanel Market" at the Palais des Bonbons in Paris, where models pushed shopping carts with the Chanel logo; in 2021, Prada printed its logo on the walls and shopping bags at the Wuzhong Market in Shanghai, pairing luxury items with vegetables and radishes in a striking contrast that inspired many to take photos and share on social media. When Hermès opened its new London store, it turned the venue into a rural garden, using carrots and corn to create chandeliers and even repurposing used vegetables for the restaurant, creating a very "down-to-earth" experience.
Why do they do this? Luxury brands no longer want to appear aloof; they want consumers to feel that people who wear expensive clothes also shop at supermarkets, and that luxury is not out of reach. By using vegetable and fruit elements, they create a sense of intimacy and gain free exposure through social media.
2. Vegetables and Fruits No Longer Just Accessories: Becoming a New Design Language for Brands
While these elements were once merely used as props, many brands now make them a central part of their products. For example, Loewe released a handbag inspired by a wrinkled tomato, which received widespread attention on social media. This year, Zumaan launched a "British countryside" perfume with the scent of tomato leaves and cucumbers, reminiscent of a fresh harvest. Gentle Monster even designed glasses with the shape of tomatoes and frames with the pattern of bell peppers. These designs are not just superficial; they accurately replicate the shape and texture of these natural elements, resonating with consumers.
The logic behind this: City dwellers are tired of overly refined products; more natural and authentic elements resonate with them.
3. The Rise of the "Rural Style": A Desire for Relaxation in the City
The popularity of this trend reflects the stress that modern urban life brings—constant exposure to screens and algorithms. While traveling to remote places for camping and hiking can be daunting, accessible natural settings like markets and farms provide a brief escape. For instance, visiting a Prada market and seeing luxury items alongside everyday items can make people realize that elegance and simplicity can coexist. Smelling a Zumaan perfume with the scent of tomato leaves can instantly evoke a sense of relaxation.
In one sentence: It's not that people have suddenly become interested in gardening; they want to find ways to slow down and connect with nature through these elements.
4. The Two Sides of the "Rural Style" Trend
This trend has two aspects:
- Commercially: Most brands use rural themes to attract attention and sell products, often as part of a consumerist approach. For example, Zumaan turned Shanghai's Zhongshan Park into a "small farm" for photos, while Prada's Foundation is exploring issues like labor shortages in agriculture and the impact of drones on farming.
- Artistically: Some brands, such as Prada, engage in more profound reflections. For instance, Cao Fei's "Super Farm" project highlights the challenges faced by farmers and the role of technology in agriculture, encouraging reflection on the relationship between humans and the land.
The common thread: Both approaches tap into the desire for authenticity and relaxation in urban life, but while commerce focuses on selling symbols, art aims to provoke thought.
5. Will This Trend Continue?
Will this trend persist? It depends on the changing needs of urban consumers. Since Chanel's 2014 market, the "rural vegetable and fruit" theme has evolved, evolving from being a temporary trend to a lasting element in brand strategies. The focus has shifted from using these elements as props to integrating them into product designs and lifestyle recommendations. What remains unchanged is the desire for a more relaxed, authentic, and natural lifestyle.
What lies ahead? Brands may continue to create products inspired by nature, whether by designing more bags with vegetable shapes or by collaborating with real farms to involve consumers in the farming process. As long as urban life remains stressful, the desire for nature will continue to drive this trend.
In conclusion, brands' use of rural themes is not about encouraging people to actually grow crops but about providing a way to temporarily escape the pressures of city life. Whether it's a commercial gimmick or a artistic exploration, these efforts can offer a much-needed moment of relaxation for everyone.