While labels are looking to these investments for marketing rather than profits, a presence in food could offer some financial returns in the long run.

With a global luxury market estimated to be worth 1.2 trillion euros in 2017, sales of luxury wines and spirits and food, together worth just under 120 billions, last year grew by 6 percent, more than personal luxury goods such as bags, shoes and clothing, according to Bain & Co's yearly report on the sector.

"Food is luxury as much as fashion," said Stefano Cantino, strategic marketing director at Prada, which owns exclusive Milan patisserie Marchesi.

"Barriers have been broken."

The Gucci Osteria restaurant is part of "Gucci Garden", which includes an exhibition area, a bazaar-like boutique and a cinema room. "Haute couture and haute cuisine are a recipe made in heaven," Bottura told reporters.

REUTERS