Fashion week’s latest accessory comes in a cup

atis and SheerLuxe have created a limited edition shake for London’s September fashion season, reflecting the growing overlap between fashion, food and wellness.

Fashion week has long had its unofficial essentials. Comfortable shoes, a charged phone and enough caffeine to survive a day moving between shows have traditionally ranked somewhere near the top. This September, atis and SheerLuxe are proposing something rather more substantial.

The restaurant group has partnered with the fashion and lifestyle platform to create a limited edition shake timed to coincide with London’s fashion season.

Available from September 14, the £8 shake has been developed with the SheerLuxe team around the sort of ingredients intended to sustain a long day rather than provide a quick sugar hit.

Cherries, blueberries and banana form the base, with oats and almond butter alongside unflavoured whey protein. A pink and white coconut yoghurt and ube swirl provides the more conspicuous finishing touch.

Ancient + Brave True Collagen peptides have also been added to the recipe, bringing the wellness industry firmly into a collaboration already sitting somewhere between food and fashion.

It is an increasingly familiar intersection. The boundaries between fashion, beauty, fitness and food have become considerably less distinct, particularly among lifestyle businesses whose audiences move easily between them. What somebody eats, wears and uses as part of their beauty routine increasingly occupies the same cultural territory.

For atis, which introduced its wider smoothie and shake range in April, the collaboration forms part of a new Fuelling Fashion campaign. SheerLuxe, meanwhile, has helped shape the recipe around the preferences of its own team.

Covent Garden will act as the centre of the launch, chosen for its proximity to many of the shows and events taking place during the season. The first 50 customers buying the shake there will also receive a gift from Ancient + Brave.

There is little attempt to disguise the visual appeal. The ube and coconut yoghurt swirl has clearly been designed with the camera in mind, but the substance of the recipe reflects a wider shift towards food that is expected to perform several jobs at once.

A drink is no longer necessarily sold simply as something refreshing. It can offer protein, energy and ingredients associated with beauty and wellness while still looking sufficiently polished for social media.

In that respect, the collaboration feels particularly suited to fashion week.

The atis and SheerLuxe shake will be available across atis restaurants from September 14 until October 4, or while stocks last. Customers will also be able to enter a draw for a £500 atis voucher through a QR code printed on the cup.

Fashion may still be decided on the catwalk. What accompanies it around London, however, is becoming a category of its own.