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Brief Published: 1 Feb 2011

Eat the Designers


In a further display of the power of magazine/retail collaborations, style publication Another Magazine has teamed up with UK department store Selfridges to celebrate its 10th birthday with 10 cakes.

Fusing fashion and food, Another’s editor-in-chief, Jefferson Hack, has commissioned 10 international fashion houses to work with 10 of the world’s best chefs/cake makers to create fantastical cakes.

Designers who have contributed to the celebration, entitled Eat the Designers, include Givenchy's Riccardo Tisci, Gareth Pugh and Vivienne Westwood. Bompas & Parr, Mark Hix and Rachel Mount are just three of the 10 participating cake-making specialists.

Once made, the cakes will be arranged in-store by artist, food stylist and cookery writer Annie Nichols.

The cakes will be displayed in Selfridges’ Concept Store in London from February 17-22.