Celebrating in Fashion: Fendi, Hermès and More Create Mid-Autumn Festival Mooncakes

Despite not having the same level of global reach as some holidays, you could argue that Mid-Autumn Festival is one of the largest across the world. Celebrated by Chinese, Taiwanese and Vietnamese alike, the celebration is based around the year’s harvest and an homage to the moon. Traditionally, the food of choice during Mid-Autumn Festival involves mooncakes which were conceived as a representation of completeness and unity. The shape is conducive to sharing amongst family members and as such has become an important symbol of the celebration. Over the course of the last few years, the interaction of fashion and food (see our previous feature here) has featured many players getting involved in the festivities. Amongst those offerings gracing the HYPEBEAST offices this year included mooncakes from high fashion houses Hermès (Osmanthus Lotus Seed Paste and Egg Yolk) and Fendi (Mini Egg Custard), as well as Hong Kong fashion retail conglomerates such as I.T (Mini Egg Custard) and Joyce (Chocolate). Each unique in their choice and flavoring, the mooncakes have come to represent a regionally-specific form of marketing that has been embraced by the local population.