A menu created by Hinna Wadiwala's food fashion boutique, offering a bespoke service to clients. Hinna is very excited at the prospect of developing her concept and ideas, allowing her to bring forward her creativity to the fore. Food fashion, which is not a subgenre of food or fashion but an entirely new genre in its own right, affords the flexibility of working with visual elements, textures and discreet details and embellishments. In essence, blending the monotonous ‘everyday’ with a vivid and imaginative flair incorporating contemporary and urban fashion creates an accomplished ‘wow’ factor. Fashion and art is a global icon which will never be forgotten, Trend always seem to generate into something spectacular whether that would be food or something beyond our wildest imagination. The creativity of the human psyche is well exposed by the creation and preparation of food – from the rarest ingredients to the wildest methods of preparation. Fashion radiates personality in the very same way, from the materials used to the way they are juxtaposed to represent a trend.

Menu experimentations sketchbook and digital designs, for the food fashion boutique, Hinna used an app on her iPhone to help her with exploring her creativity to the fullest. She created the menus below. These images were used from her tactile sketchbook. Hinna made use of lighting and contrast and she also played with colour to see which image stands out the best. This can be important as this relates very closely to her research and blog about the menu and what exactly it stands for. Understanding how to attract clients with her designs and layout, a leaflet which is easily understood by all.

We all have food memories which we can all relate to, some great and some that may not be so desirable. Food memories can be very expressive in respect of taste, smell and texture. Food evokes fond memories of a place and a setting. Food sparks a profound memory of excitement which leads to feelings and emotion. The sensation of taste is definitely something which is tied to a memory; taste and smell both have an impact on how we perceive memories. Hinna has a passion for trying foods from different cultures, she is food focused, when Hinna looks back at memories and reflect on past events from her childhood up until now she can say that many of those memories include food. Hinna remembers preparing food with her parents for family events, having barbecues at her grandmother’s house in north London, and sharing meals with good friends and family. When Hinna describes travel and food, she recalls memories of travelling, imagining beautiful landscapes that take your breath away; beautiful cities that fill your lungs with pure air. Curious villagers that surround you with peace and humanity.. Dinners that make you feel like you're exploring the world.. A memory which you long to relive, again and again. Pastries that are unforgettable - rich and fluffy from the inside, buttery and decadent desserts which melt in your mouth and can never be forgotten, these pastries are among the simplest yet the best. Hinna has come to the conclusion that it’s not food that holds the memory but the experience. The experience of enjoying the food whilst also experiencing the beautiful things that surround us. Remembering and celebrating our fond memories of life. She feels encouraged to spend more time with her family and friends and take pride in making new memories. Indulging in food can take a few minutes - however the memory we take with us can be of a lifetime.

Hinna created this design in her sketchbook as she wanted to explore food and fashion further. Hinna felt it would be interesting to combine the two and get an idea of her overall final outcome. Experimenting helped her to understand the concept better. She sketched different dress designs/illustrations which is shown in the image, this was then used alongside cake sprinkles to get the colourful look, these are also edible as you can see. I wanted to explore additional designs with desserts/sweets so I decided to go to the bakery and purchase some tasty cakes. I used this in my image to show my concept and how it will be progressing. I used paper fabric roses to enhance the look in my image and then used Photoshop to change the lighting, contrast to get a perfect image.

Hinna Wadiwala- Final Design, a cupcake shoe topped with a cherry on the top.