Recent Gastro-Trends: Food Surfing on the Streets

In: Engaging with Fashion

Abstract

Fashion is not only important in the apparel sector, but in many other fields. Everything that is subject to fashions must be ruled by comparable laws. This text, which studies the ‘fashionalization’ of cooking styles and eating practices, is based on the hypothesis that the theories by the anthropologist Ted Polhemus about the recent evolution in fashion and streetstyle, are applicable to gastro-trends or the ‘new eating’. In the new ways of eating one can identify a ‘streetstyle’, a ‘style surfing’, a ‘supermarket of style’ and a ‘sampling & mixing’ which are comparable with fashion. To illustrate a free and creative mode of eating, this paper observes the recent gastro-trends of street foods, street food collectives, street food TV programs, ‘food trucks’, the Italian Ape Piaggio mini-truck invasion and the new eating opportunities at gastro-markets or clandestine supper clubs. It also deals with the free composition of surprising and innovative food preparations presented at culinary conferences by avant-garde chefs. Peoples’ eating, on the street, with their hands, their consumption of ‘gastronomic extravaganzas’ and ‘hybrid amalgams’ are reinventing tastes, eating utensils and even eating habits. A new eating asserts a free consumer, giving rise to a new food language that changes the food culture.

Engaging with Fashion

Perspectives on Communication, Education and Business

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