# Glossy Fashion Week Cookbooks Grocery Retailer Metro Presented 'Style and Sustenance' at TFW By Rebecca Byers | Published 2016-03-28 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/style-and-sustenance References: [marketingmag](http://www.marketingmag.ca/media/metro-and-flare-partner-on-fashion-week-cookbook-170535) & [canadiangrocer](http://www.canadiangrocer.com/top-stories/metro-helps-fuel-fashion-week-62908) 'Style and Sustenance' is an aptly titled [glossy cookbook](https://www.trendhunter.com/trends/foodies-cookbook-shop) created in collaboration between Canadian grocery retailer Metro and Rogers-owned fashion magazine Flare. The [collaborative cookbook](https://www.trendhunter.com/trends/highsnobiety-x-marchesi) was created for Toronto Fashion Week FW 2016/2017, of which Metro is a main sponsor off. The creative and chic magazine features a preview of the [grocery brand's](https://www.trendhunter.com/trends/erewhon-supermarket) recipe app and includes eight recipes inspired by eight familiar faces, such as designer Hayley Elsaesser and chef Cory Vitiello. The 'Style and Sustenance' Toronto Fashion Week cookbook was distributed to attendees throughout all events and is a great way for the brand to establish their presence at the bi-annual fashion event. Metro is the first and only grocery sponsor of Toronto Fashion Week, a partnership that was announced in 2015. ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 71% | Activity: 55% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Glossy Cookbooks Collaboration:** The collaboration between grocery retailers and magazines on glossy cookbooks presents an opportunity for disruptive innovation in the world of food marketing and sponsorships. - **Fashion Event Marketing:** Sponsoring fashion events presents an opportunity for brands in other industries to establish themselves as fashionable and hip, which can lead to increased brand recognition and appeal. - **App Integration in Cookbooks:** Integrating recipe apps into glossy cookbooks can provide users with a seamless experience and encourage the use of the app, potentially leading to increased user engagement and loyalty. ### Where This Applies - **Grocery Retail:** Grocery retailers can partner with magazines and sponsor fashion events to increase brand recognition and appeal, while also promoting their recipe apps and other food-related products. - **Fashion:** Fashion brands can partner with grocery retailers to offer unique food-related experiences at their events, which can help to differentiate them from other fashion events and increase attendee satisfaction. - **Technology:** Technology companies can develop recipe apps that integrate with glossy cookbooks to provide users with a seamless experience, potentially increasing user engagement and loyalty. ## Related on Trend Hunter - [Beer Brand-Supported Fashion Shows](https://www.trendhunter.com/trends/fashion-art-toronto1.md) - [Fashion Recap Artful Books](https://www.trendhunter.com/trends/fashion-in-2023.md) - [Fashion Week Beauty Partnerships](https://www.trendhunter.com/trends/loral-paris-secured.md) - [Charitable Fashion Shows](https://www.trendhunter.com/trends/couture-for-a-cause.md) - [Grocer-Backed Community Lunch Clubs](https://www.trendhunter.com/trends/mini-metro-lunch-clubs.md) - [Snackable Fashion Statements](https://www.trendhunter.com/trends/snackable-fashion.md) - [Pop-Up Takeout Joints](https://www.trendhunter.com/trends/popup-takeout-joints.md) - [Fashion-Focused Substack Publications](https://www.trendhunter.com/trends/what-should-i-wear.md) - [Collagen-Powered Pop-Ups](https://www.trendhunter.com/trends/vital-diner.md)