THE partnership between food and fashion isn’t something new. We’ve seen ice-cream brands partnered with fashion labels for clothes, styling and tote bags and a fast food label upping its cred through a collaboration with a local streetwear label.
These partnerships allow cross-promotion, mainly making food brands appear stylish and fashion-forward.
For the upcoming Lunar New Year, instant coffee brand Nescafe Gold ties up with local bag and shoe label Christy Ng for a project where 500 limited edition bags will come with a 50g jar of Nescafe Gold and five money packets.
The Nescafe Gold x Christy Ng bag is priced at RM189 and are available at its boutiques or online at www.christyng.com.
The crimson-coloured bag, synonymous with the shade of prosperity for the New Year, is a mini carrier inspired by the shape of the traditional Chinese hand fan, with both a hard, short handle and longer, crossbody strap.
It has Ng’s clean lines and is a practical carrier for stylish, busy women. She says she set out to create a bag “accentuated by clean lines and a bold palette with enough room your carry-on essentials,”
“Chinese New Year is a special time for me and I am happy I get to celebrate it the best way I know how through this collaboration,” The bag was launched yesterday at her boutique in Sunway Pyramid.
Nescafe, Nestle (Malaysia) Berhad business executive officer Othman Chraibi says the collaboration brings the best of both worlds into a gift that keeps the Chinese New Year tradition alive.
“We are consistently finding ways to elevate our coffee experience for discerning customers and this collaboration is an expression of the premium appeal the brand delivers,”