What if the stovetop were the new hotspot for trends? Some content creators now turn their kitchens into true runways, blending styling, polished aesthetics, and ultra-tempting recipes. The result: they make our mouths water… and trigger our urge to shop, catching the attention of brands along the way. Let’s break it down.
Matchy-matchy with the plate: Roxane Tardy’s signature aesthetic
On Instagram and TikTok, French creator Roxane Tardy has made her mark with an instantly recognisable concept: always matching her outfit to the dish she’s preparing. In every new video, she repeats her mantra: “I love matching my outfits to my meals.” Whether she pairs a turquoise Coperni dress with homemade bubble tea or opts for a monochrome look to mirror the tones of her dish, Roxane creates a visual harmony that appeals equally to food lovers and fashion enthusiasts.
This dual approach reflects the evolution of influence, now less segmented and increasingly built around hybrid worlds. Roxane doesn’t try to choose between fashion and food: she creates her own niche where both coexist. Through this staging, she also helps refresh the image of cooking, long associated with an invisible domestic task. By reclaiming control over her image and asserting her own codes, she offers a more creative and more empowering vision of what it means to cook.
Runway-style fashion on a plate: Matrixxgirl
In the United States, creator Brianna Hollingsworth known as Matrixxgirl, takes a similar approach but pushes the aesthetic ambition even further. Her motto, “Turning runway into exquisite dishes,” sums it up perfectly: transforming silhouettes seen on the catwalk into true culinary creations. Unlike Roxane Trady, who matches her outfits to her recipes, Brianna starts from striking pieces in her wardrobe or from looks straight off the runway, then creates plates that echo their colors, volumes, or textures. In her hands, a pink satin suit by Matières Fécales becomes a rose-shaped dessert, a polka-dot Moschino dress turns into a pasta dish, and Margiela tabi ballet flats inspire a chocolate cake.
This highly conceptual approach allows her to build strong relationships with brands eager to enter the food universe. Her work highlights the growing porosity between fashion and gastronomy, two worlds driven by the same pursuit of aesthetic mastery.
The Trad Wife Wave: Nara Smith and the Performed Domestic Ideal
This year also saw the rise of the ‘trad wife’ trend, which promotes a return to a domestic lifestyle inspired by a traditional, conservative ideal. Among its emblematic figures, former model Nara Smith has turned her kitchen into a full-fledged filming set.
Nara stages a highly curated domestic life, where the kitchen becomes the heart of her family universe. Skims, Tiffany & Co., and even Marc Jacobs, whose handbag emerges from the oven seamlessly blends into her world. Unlike Roxane Trady or Brianna Hollingsworth, Nara promotes a more harmonized vision of a ‘perfect’ home, where aesthetics prevails over authenticity and each video portrays a form of domestic ideal.
The rise of these creators reflects a deeper shift: the kitchen is now emerging as a privileged space for storytelling. Unlike runways or traditional campaigns, the kitchen is an intimate place, tied to everyday rituals. Brands see it as an opportunity to embed themselves in seemingly authentic moments. By stepping into this space, they align themselves with values of closeness, care, and human warmth.
Whether through Roxane Tardy’s matchy-matchy aesthetic, Matrixxgirl’s runway transpositions, or Nara Smith’s meticulously created domestic universe, the kitchen is emerging as a genuine runway. The future of the trend seems clear: major inspirations will also and perhaps above all come from kitchens, where the trends of tomorrow are already simmering.
