‘The complete aesthetic is important!’ Skye Gyngell remarks. ‘A restaurant is a feeling as much as anything else. It has to have a point of view and the detail is everything. Everything has to work together: food, service, design. If it didn’t feel cohesive, it would be odd.’

Spring’s chef-proprietor has been fully immersing guests in the story she’s been telling through food since she opened the restaurant in 2014 – first by collaborating with Trager Delaney on staff uniforms, then with Maureen Doherty from egg.

Today, collaborations between culinary établissements and fashion designers appear to be ubiquitous, perhaps owing to our full arrival in the ‘Age of the Image’. Social media has undeniably turned the dial up over the past 15 years – now we’re queuing for bakeries not because of how the pastries taste, but because they look so damn good. And more than ever before, uniforms and other collab paraphernalia are available for sale, solidifying the food industry’s stake within the larger cultural conversation. Has looking (somewhat) like a chef become a ‘trend’? The popularity of shows like The Bear and that Calvin Klein advert suggest the answer is yes.

In the last year alone, we’ve seen Toogood design uniforms for Sessions Arts Club, Simone Rocha creating aprons for little brother Max’s Café Cecilia and Original Fibres outfitting staff at The Pelican. You can buy all this too. Then there’s St John working with Savile Row tailor Drake’s, and one recalls Craig Green designing for The Standard, Roksanda Ilincic for Chiltern Firehouse and Richard Quinn for Annabel’s in a not-so-distant past. There are even designers starting food businesses – like Christel Blangsted of Klear Labs, whose complete vision has been embedded in the spot from the get-go; no surprise the high fashion crowd flocks there. Full-picture thinking may not be the key to success, but in today’s food scene, it certainly separates the well-dressed wheat from the chaff.