Breakfast is having its moment in the fashion world, thanks to a collaboration no one saw coming. Yes, cereal and style have joined forces and St. James, a Thai brand known for its blend of modern design and cultural flair, has taken a leap into breakfast-inspired fashion. Teaming up with Kellogg’s, the label has cooked up a playful collection of bags that channel the spirit of classic cereal boxes with a stylish twist.
St. James has been a staple in Thai fashion for 40 years, celebrated for its sharp yet culturally rooted designs. But with this new venture, it’s made a serious style statement, transforming iconic Kellogg’s branding into eye-catching accessories. The collection includes bags inspired by some of Kellogg’s most recognisable hits, from the vibrant rings of Froot Loops to the unmistakable yellow-and-red cornflakes box. Each bag turns something familiar – our daily bowl of cereal – into a whimsical piece of wearable art.
Some of the collection's highlights include the Sunny Milk shoulder bag (THB 2,390), a rainbow-hued tribute to sugary breakfast treats; the Buttermilk handbag (THB 1,690), featuring the Kellogg’s logo in a classic, nostalgic design; and the Corn Flakes Small Box bag (THB 1,390), which riffs on the classic cornflake box, complete with vintage vibes and a dash of kitsch.
And they’re not stopping at the shelves. St. James has partnered with Gourmet at Siam Paragon to host a pop-up event, the ‘Giant Bag Pop-Up’, along with smaller stores at The Mall, Emporium and EmQuartier. The pop-up runs until November 27 and gives shoppers the chance to snag these quirky creations while browsing the grocery aisles – because who says fashion can’t happen at the supermarket?
This partnership is more than a quirky design choice, it’s a nod to the idea that style can live anywhere, even in the cereal aisle. So whether you’re a cornflakes loyalist or a Froot Loops fanatic, there’s something in this collection to bring a playful twist to your look.
For the full collection, head to the St. James website.