Luxury brands aren't just making a statement on the runway - they're bringing their signature style to the dining table as they give new meaning to the term "fashion plate." Labels like Louis Vuitton, Gucci, Dior, and Giorgio Armani are redefining the dining experience, using high-end restaurants and cafes as an extension of their brand. From chic bistros to curated tasting menus, designer dining is becoming a new way to engage customers and attract fresh audiences.

Indulging in luxury doesn't have to mean splurging on handbags or jewelry. Upscale dining experiences offer a more accessible way for consumers to engage with their favorite fashion houses.

Haute couture meets haute cuisine

What’s fueling the rise of designer dining? The convergence of fashion and food isn’t entirely new — brands like Emporio Armani and the now-defunct Barney’s New York began adding restaurants to their flagship stores decades ago. But over time, the strategy and vision for these hospitality ventures has evolved beyond keeping shoppers in stores longer.

While boosting revenue through food sales is still a factor, luxury brands now use high-end dining to build brand awareness and cultivate loyalty. Americans’ spending habits may support this shift. Empower Personal Dashboard^TM data shows that for the 12-month period ending January 2025, people spent an average of $857 monthly on restaurants and $645 on clothing and shoes.

Tapping into a passion for both food and fashion, designer labels are expanding their reach — offering consumers a taste of luxury that goes beyond the boutique by delivering the dining experience equivalent of a fancy purse or outfit.

Several luxury brands have recently opened new restaurants:

In February, the first Dior Café in the U.S. (and fifth worldwide) opened in its Dallas store, with a three Michelin-starred chef at the helm, and menus — including a $75 afternoon tea service — inspired by Dior designs dating as far back as 1947.¹

Louis Vuitton launched Le Café Louis Vuitton in November at its flagship Manhattan store. This Parisian-inspired library restaurant, the brand’s first U.S. dining location, also features a Michelin-starred chef, as well as a renowned pastry chef.² Guests can indulge in a “luxury snacking” menu in an opulent setting that reflects the brand’s iconic LV monogram, such as a choice of desserts for $24 each.³

Giorgio Armani opened the Armani / Ristorante on Madison Avenue in New York City in December, showcasing the brand’s signature refined elegance in both décor and menu items, which start at $35 for a pumpkin and root appetizer.^4,5

Tiffany & Co. debuted the Blue Box Café, offering a menu inspired by “Breakfast at Tiffany’s” with a tasting option for $68, or “Holly’s Favorites” for $35.⁶

Gucci, embracing its “more is more” mindset, introduced Gucci Osteria in Beverly Hills.⁷ This upscale eatery blends American fast-food concepts like the $48 Emilia Burger, with Italian cuisine and $285 tasting menus, set against the backdrop of a lavish palazzo with eye-popping wallpaper and the brand’s signature star-eye motif.⁸

The social feed

Younger generations, particularly Gen Z, are emerging as a key audience for branded dining experiences. Nearly two-thirds (64%) of Gen Z diners in the U.S. eat out at least once a week.⁹

Beyond being loyal customers, Gen Z and Millennials are also brand amplifiers. Sixty percent report that they’re likely to share their dining experiences on social media.¹⁰ A well-placed Instagram post featuring a monogrammed dessert or a designer-branded sandwich can garner more attention than a traditional billboard ad. And their peers are eating it up: More than half of Gen Zer diners (52%) say they’ve tried a new restaurant solely because of positive social media feedback.¹¹

Read more: Everyday luxuries: Where are people overspending?

A taste for merch

Unique hospitality concepts aren’t only in the luxury brand sector. Consumers seem to have acquired a taste for all sorts of food and fashion collaborations: In fact, Vogue declared 2024 “a ravenous year for restaurant merch.”¹² Hungry consumers can get in on the trend at a range of price points — from $1,495 Moschino bread-shaped clutch bags to Coca-Cola footwear co-branded with Hey Dude and a 9-piece Sweetgreen streetwear apparel line that starts at $18.^13,14,15

With the potential to engage with customers in new ways, it's likely retailers will continue to dive into food and fashion partnerships as a way to bring their brands to life and boost their appeal. Consumers are getting a taste of something new, and for now, they seem to be savoring every bite.

Read more: Are dupes the new quiet luxury?