Oatly’s 2025 Lookbook Is Giving Big Beverage Energy and a Splash of Fashion Week Chaos

Scott Mathias
Jun 7
2 min read

Forget what you thought you knew about oat milk. This isn’t about cartons on supermarket shelves or awkward barista chats about “foamability.” This is Oatly - styled, shaken, stirred, and photographed like a Jacquemus campaign after one too many espresso martinis.

The oat milk disruptor has just dropped its Spring/Summer 2025 Lookbook, and it’s serving glossy, food-forward, Glossier-adjacent realness with names like Smokey Matcha, Maple Miso Latte, and, because why not, Tomato Vine Soda Float.

Source: Oatly - Tomato Vine Soda 'fashion statements'

Yes, tomato. In a soda. With whipped oat foam. Welcome to your new era of oat-based experimentation.

Oatly’s creative team didn’t hold back. There are custom ice cubes stamped with the Oatly logo (because ice has brand equity now), drippy textures, poured swirls, and cherry-on-top styling feeling more editorial spread than beverage menu. Think Rhode Skin meets Copenhagen Coffee Lab, with a fermented twist.

Here’s a taste of the headliners including Coconut Matcha Cloud – pastel green mousse spilling like a Studio Ghibli dream sequence - Tea x Coffee Latte – a chaotic power couple finally in therapy - Ube Matcha Latte – colour-blocked like a 90s rave, but soothing - Cherry Bakewell Dirty Soda – childhood nostalgia meets dirty pop - Salty Banana Split – who needs dessert when your drink is the drama?

Source: 'The Oatly LookBook.

Oatly calls the range a “lookbook,” but it’s actually 19 fully realised drink concepts. These aren’t just ideas, they’re provocations. Each drink is styled to tap into the sensory overload currently defining beauty, wellness, and food marketing. Everything is dewy, minimal, and hyper-aesthetic, with a sneaky side-eye to TikTok virality.

And what’s interesting, there’s no new retail product, no café chain rollout. Just vibes. And maybe that’s the point. This is Oatly saying, “We’re not a milk. We’re a mood.”

Which begs the question - will other food-tech brands take the bait? We’ve already seen mushroom jerky try haute couture. Is cultured chicken next? Will AI drinks come with their own LookBook drop?

Whatever happens next, one thing’s clear, Oatly just reinvented the future food fashion cycle. And we get to be here for it.

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