Krispy Kreme launches fashion-inspired donuts for London Fashion Week
Tuesday 23 August 2011
It's a marketing attempt meant to melt away the negative relationship between two industries that have historically been at odds with each other: food and fashion.
Krispy Kreme UK - renowned for being a fat-laden treat at between 13 g and 19 g of fat per donut - has been commissioned by Glamour magazine UK to create a ‘bespoke' collection to coincide with London Fashion Week next month.
The result is two dressed-up flavors draped in a glossy pink, strawberry glaze, and an equally shiny orange-flavored donut.
While the Strawberry Glaze was launched to help the glossy magazine celebrate its 10th anniversary this year, the new Orange Glaze-hue is a tribute to what editors are predicting will be the hot new color for the upcoming Fall/Winter season.
The limited-edition Glamour Glaze donuts will be available in Krispy Kreme stores across the UK from August 29 to October 2 for £1.35 apiece (€1.54). A dozen donuts come in a sleek ‘bespoke' black box for £9.45 (€10.79).
Though Glamour editor Jo Elvin claims that the Glamour Glaze is a "must-have" Fashion Week accessory, at 13 g of fat and 217 calories for the basic Original Glaze, it's unlikely that fashion types will be seen tucking into these calorific treats with any gusto.
While pairing donuts with fashion may be an unlikely partnership, Diet Coke and Coca-Cola have struck a number of collaborations with designers like Matthew Williamson, Gianfranco Ferre, Marni and Roberto Cavalli. The latest redesign was done by Karl Lagerfeld, who outfitted the pop bottles in black, pink and silver.
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