Erewhon sold over 16,000 Agent Nateur smoothies during their partnership in September, which was promoted by influencers hired by Agent Nateur to shop the smoothie and supplement from Erewhon. The success prompted Covello to secure a second collaboration: Agent Nateur will be debuting a bottled version at Erewhon locations next month.
From online to in-person events
Jewellery brand Mejuri’s recent TikTok campaign leaned into the “food as a luxury” trend after the brand noticed a surge in food-focused lifestyle content. “Want a treat?” the ad reads before showing pictures of picture-perfect ice creams and slices of cake. The hands holding the food are, naturally, covered in Mejuri rings, but the alignment with food felt right for the TikTok audience, says chief creative officer Justine Lançon. Off the back of the campaign, Mejuri will host a gelato pop-up at Chin Chin in London’s Soho in June, where guests can eat gelato and browse the pieces from the collection.
Delli is also seeing an appetite for IRL food events from its young customers, which could be another touchpoint for fashion collaborators. The marketplace held a supper club series in London, open to Delli customers, with its sellers hosting takeovers in a temporary space and cooking full meals based on their products, including a Lamiri Harissa supper club in Brixton and a porchetta supper club from butcher Madame Pigg’s Adam Hardiman.
“The supper clubs take the connection between buyer and seller to the next level,” Beckerman says, “we’re now looking to perhaps find a permanent space because they’ve been so successful.”
Ultimately, the goal is to create with Delli what he did with Depop, with the same ethos from fashion to food. “Thanks to Depop or thanks to Deli in this case, we can amplify independent sellers, make this community wider and wider and allow as many people as possible all across the world to be able to access these products and have fun eating them, have fun buying them, have fun in learning the stories behind them.”
Comments, questions or feedback? Email us at feedback@voguebusiness.com.
More from this author:
The Vogue Business TikTok Trend Tracker
