Forget about Gucci, Calvin Klein or Versace, food is the latest fashion and now that it’s here, it’s here to stay. You can find it in high-end restaurants, top-rated TV shows and gracing the pages of glossy magazines – all the places you’d expect to find a sought after celebrity. The more popular choices like fruits and vanilla have their own fragrance lines and sweet delicacies their own edible makeup products. The more mundane choices don’t need to feel left out however, for even the simple loaf of bread can be found sashaying down the cat walk.
A bit of an oxymoron, a model wearing a “Carbo-holic’s dream dress” and all but hey, when has fashion ever needed to make sense!
It’s hard to keep grounded in a world where food has become something to look at and wear rather than something just to eat but while appreciating these art forms that pay homage to the greatness and universal love that is food, it’s also important to remember its simpler purpose and the role it has already played in shaping mankind.
Food is the crux of family life, whole communities have emerged and nations have banded together over shared cuisine. Recipes passed down from one generation to the next, techniques learnt, secrets shared and guarded, food nourishes relationships and builds strong ties. If the kitchen is the heart of the home then the dining room is the soul. Pick n Pay has got it right with their latest advertising campaign promoting the importance of families eating meals together around the dinner table. It’s a ritual that in today’s fast paced life is slowly being forgotten.
But at Flat Art Studios, it
will never be forgotten. We appreciate both sides of food: its beauty as an exquisite art form, how to light and frame it just right so that it will bring as much aesthetic satisfaction to others as it does to us and also its raw appeal and purpose. There is a certain splendor in snatching it straight from the table after the shot is taken and munching it down or, if necessary, waiting until lunch and gathering around the table with the food stylists, assistants and any hungry straggler left in the office to enjoy the fruits of our labour together.
Everyone has a right to food but of course this is not always upheld and in a country like ours the necessity of food is emphasized over its fashionable appeal. With 925 million hungry people in the world, 239 million of which live in Sub-Saharan Africa (Check out World Food Programme for more stats) it is our moral duty to be aware of this situation and do what we can to help. In a small way, regularly taking food from the studio and giving it to a needy person on the street is one way Flat Art Studios is retaining the original meaning of food and doing what we can to help fight the hunger problem. We are always looking for more ways in which we can help the community we love and inspire others to do the same. Here are some websites you can visit to do your part: