It seems that fashion is in the grips of a sugar rush. From macaroons by Marni to cupcakes by ex-model Lorraine Pascale for Ella's Bakehouse, its leading lights are currently indulging their sweeter sides. Now it's the turn of Patrick Cox.
There may be a hint of nostalgia to Cox's new bakery - Cox Cookies & Cake - which opened this week, but with Tracey Emin artwork on the walls and black glossy floors, this is very much a modern venture. 'It's about taking something very yummy mummy and making it sexy. With David LaChapelle as a reference point, I didn't want a pastel colour in sight. Instead I chose studded leather aprons for my staff,' explains Cox, who collaborated with master pâtissier Eric Lanlard (aka Cake Boy) on the project.
Best known for his 'Wannabe' loafer label that dominated the capital's pavements in the 1990s, Cox insists his latest project is a natural extension of his work. 'As a designer your antennae is always up, you're always thinking of how to make a product better,' he says.
Cox is not the only one. Three former fashion figures - Joel Bernstein (previously head of concept at Liberty), accessory designer Walid al Damirji, and Agent Provocateur founder Serena Rees are launching a new range of artisanal chocolate bars under the label Cocomaya this Autumn. They'll also be creating a Chocolate Wonderland at Liberty of London - a tasty corner of the store dedicated to fine chocolate.
In talks about a department store concession of his own, Cox is excited about his new venture. An instrumental figure behind Wallpaper's launch, he does, after all, have a habit of backing a winner.