From Necessity to Privilege and Aspiration: Food as a Signifier of Status and Wealth

Where do you see yourself in five years from now? What would your lifestyle consist of? I know that I would want to take care of my body and mind through eating healthy, fresh produce and living a life of peace, stability, and security. I became inspired through aesthetic images of fresh yoghurt bowls, herbal teas and healthy meals on Pinterest, Instagram and TikTok, with my future goals becoming a prime example of food being an emblem of aspiration.

After listening to the ‘Taboo on the Bus’ podcast (which I highly recommend), I became fascinated with the topic of food being displayed as an emblem of social status. This also exposes the underlying element of inequality and societies desires of obtaining aspirational lifestyles. From influencers presenting fresh, organic recipes to creative campaigns using fresh produce as a symbol of wealth, food is ultimately becoming exhibited through the means of creativity and aspiration. Opposingly, fresh produce is becoming less accessible and attainable for all.

From Renaissance period paintings, presenting rich food as a sign of opulence and noble status, to modern-day fashion and creative campaigns selling food to consumers. Fashion campaigns can be seen appropriating working-class culture through ‘exclusive takeover’ events; an example of this is the Burberry takeover of Norman’s Café in North London, ultimately romanticising and appropriating traditional working-class lifestyles, illustrating the idea of ‘class cosplay’ and privilege. With Bottega Veneta's 2024 pre-spring campaign featuring ASAP Rocky carrying a brown paper bag with fresh produce, to Hailey Bieber’s campaign with Fila, holding an abundance of fresh food and greenery. Even skincare brands such as The Ordinary have created an egg pop up in one of their stores. We see

Instagram stories and feeds illustrating simplicity and status through highly aestheticised and calculated photographs of food and beverages, café trips, and expensive restaurant meals. Social media, advertisements, fashion marketing and

campaigns are all modern-day examples of food being exhibited as a symbol of opulence, aspiration and privilege.

With the rise of healthy foods, lifestyles, and influencers such as Nara Smith, presenting homemade recipes in luxurious garms; such creators ultimately amplify the idea of food being a symbol of class. This, however, contrasts with the content that I’ve seen online myself: young single mothers making meals for their children and presenting elements of their daily life, often unfairly gaining negative traction and stigma. This illustrates the inequality within society and the depiction of food as a symbol of luxury and privilege. However, are media consumers starting to realise the

unrealistic aspirations and standards of such lifestyles? With Nara Smith’s content often becoming turned into comedic skits and comments mocking the idea of making things ‘from scratch’.

Even reflecting on society's perceptions of supermarkets and their associations, with chains such as M&S and Waitrose being stereotypically associated with the upper class and aspiration, whilst supermarket chains such as Lidl, Asda, and Aldi receive stigma, becoming associated with the working class and low-quality food. I have never realised how much of a widespread topic this was until my flatmates started dividing and categorising demographics of supermarket shoppers. Such division of chains according to price and product also exposes class division and inequality in

the UK. Social media depicts aesthetic food and influencers cooking organic meals in lavish settings; however, the usage of food banks in the UK continues to grow. Are the lines between reality and social media becoming blurred and distorted? Are people attempting to live the aspirational lifestyle which they may not be able to

comfortably afford.

Lifestyles that are associated with ‘bad health’ are not lifestyles that people simply chose to select. Some individuals may not have the appropriate resources, time or funds to regularly supply fresh produce, create organic meals, and live the aspirational lifestyle which becomes dominantly glamorised on social media. Even as students, we may have days where we struggle, where our budget becomes tight, or days where we may resort to processed frozen food and instant noodles. At the end of the day, we must recognise our privilege, decrease food waste, help whenever we can via donations, and most importantly, take care of ourselves, our family and our friends, as what we consume not only impacts our physical but mental health and wellbeing too.

Words and Artwork by Paulina Jonkisz, she/her