Surprise! Doughnuts take centre stage in London Fashion Week
With skinny models part of the picture for so long, this tasty tie-up is raising eyebrows across the Atlantic.
Glamour magazine and Krispy Kreme doughnuts are teaming up in the U.K. on Glamour-branded doughnuts. The doughnuts , in a strawberry or orange glaze, will hit shelves in Tesco stores, Krispy Kreme locations and other food retailers at the end of this month.
The timing "intentionally coincides with London Fashion Week". gasps America's Advertising Age magazine. The doughnuts will be available until early October.
A statement from the companies says the brands have developed "a bespoke treat creating a positive association between fashion and food."
Glamour editor Jo Elvin said "Stylish and delicious treats to keep the Glamour team going in between shows is essential. Following extensive taste tests the Glamour Glaze is one of our must-have Fashion Week accessories!"
A single Glamour doughnut will be about £1.50 , and you can get each of the orange and strawberry flavors in a classic assorted dozen box, a relative bargain at a tenner.
The unlikely partners have teamed up before. Earlier this year Krispy Kreme created a doughnut with a shiny lip-gloss-inspired icing.
As part of the new deal, Glamour is supporting Krispy Kreme "with editorial content placement, and promotion through social media channels."
Look out also for Krispy Kreme-branded photo booths in major retail outlets during London Fashion Week.
Advertising Age's comment , "Last time we checked, stylistas weren't really the first to appreciate treats like a 340-calorie devil's food cake doughnut and 410 calorie honey buns, but maybe times are a-changing?"