Marketing types are desperately jostling for a piece of the action at London Fashion Week, which starts at the end of the month. Take an irony-free press release trying to flog ice cream off the backs of catwalk models. This is not any old ice cream but ‘the world’s first protein ice cream’, inspiringly called ‘Wheyhey’. The blurbers say that Wheyhey ‘will be keeping sweet-toothed models and fashionistas satisfied’. Given that it apparently contains no fat, no sugar and the same amount of protein as a small chicken breast, Mr S has his doubts about that.
Most of these ‘sweet-toothed’ yet stick-thin models could do with a box of Krispy Kremes; but Wheyhey appears to have got the stamp of approval. Some models have even invested in the company. What it must be to have money, not calories, to burn.