So, you understand how typically a model adjustments its profile image and your entire group chat loses it attempting to work out why? That’s principally what occurred this week with Karen Wazen and Joe & The Juice.
Each accounts switched to the very same metallic silver emblem at the very same time. Should you comply with both of them, you most likely noticed it too and questioned what on earth was occurring. Was it a merch drop? A brand new retailer opening? A joke? Seems it’s none of that, it’s a meals collaboration, and actually it’s a enjoyable one.
⚡ The brief model
- Karen Wazen, the Dubai-based clothier, has teamed up with Joe & The Juice on a brand new menu merchandise
- It’s a smoked salmon and cream cheese sandwich on Joe & The Juice’s signature Danish flatbread
- The entire look is silver and pink, proper right down to the unique metallic packaging
- Karen says the partnership looks like a “full-circle second” after dwelling close to a Joe & The Juice department in London again in 2012
So what truly is the collaboration?
It’s not a clothes line or a brand new cup design, although loads of followers guessed that. It’s a sandwich. A smoked salmon and cream cheese one, constructed on Joe & The Juice’s crisp Danish flatbread, which is already a little bit of a cult favorite on their menu.
What makes it really feel like a correct collaboration moderately than only a new merchandise is the branding round it. All the pieces from the sandwich wrapper to the social posts makes use of that silver-and-pink palette, and the packaging has been described as feeling prefer it belongs on a runway moderately than a lunch counter.
Why Karen Wazen particularly?
Should you’re not into Dubai vogue circles, you won’t know Karen Wazen, however she’s a well known designer and content material creator there, with a powerful private fashion that this sandwich packaging clearly borrows from.
In her personal phrases concerning the partnership, she stated: “This collaboration looks like such a full-circle second for me. Once I was dwelling in London again in 2012, Joe & The Juice was genuinely a part of my on a regular basis life. To suppose that greater than ten years later we’re truly creating one thing collectively feels fairly surreal. What I really like is how naturally our worlds align, there’s a shared appreciation for high quality, vitality, and creating issues that really feel each thought of and easy.”
That line about London in 2012 is doing plenty of work right here. It’s not only a model tie-up for the sake of it, it’s somebody connecting a model she truly used every day years in the past with one thing she’s constructed now.
What this implies when you’re in Kuwait
Joe & The Juice has branches right here too, so plenty of us may have had the identical sandwich from the identical menu earlier than any of this silver branding confirmed up. Whether or not this precise collaboration merchandise lands on menus in Kuwait, or stays as a Dubai-only drop, isn’t confirmed but primarily based on what’s been introduced thus far.
I’d regulate the Joe & The Juice social accounts right here when you’re curious whether or not it crosses over.
Fast solutions
What’s the precise meals merchandise?
A smoked salmon and cream cheese sandwich served on Joe & The Juice’s Danish flatbread.
Is it solely in Dubai?
The announcement centres on the UAE and Karen Wazen’s personal platforms, so it’s not but confirmed whether or not the merchandise might be supplied at Joe & The Juice branches exterior the UAE, together with in Kuwait.
Why did each accounts change their profile footage?
It was a teaser. Each Karen Wazen and Joe & The Juice switched to matching metallic silver logos earlier than revealing the collaboration, which received individuals guessing on-line.
Actually, these food-and-fashion mashups are a little bit of enjoyable greater than something life-changing, however when you’re somebody who likes recognizing these traits earlier than they flip up by yourself excessive avenue, this one’s price watching. Has anybody in Kuwait already noticed the silver packaging? Drop a remark you probably have.
