Neill, LindsayHemmington, NigelMcDonald, ChristineZampollo, Francesca2024-05-302024-05-302024-03-01International Journal of Gastronomy and Food Science, ISSN: 1878-450X (Print); 1878-450X (Online), Elsevier, 35, 1-8. doi: 10.1016/j.ijgfs.2024.1008701878-450X1878-450Xhttp://hdl.handle.net/10292/17614This study explores design practice across two domains: haute couture (fashion), and haute cuisine (food). A case study approach was taken using the voice of practitioners as the focus through in-depth qualitative interviews. The cross-domain approach revealed similarities in design practice through four design themes: visualization, ‘conversations’ with materials, co-creation and ‘pushing boundaries’. The data also revealed innovations within the four themes that could apply to other design domains, for example visualization (haute couture) and co-creation (haute cuisine). The practitioners also provided valuable and nuanced insights into their design practice – ‘You have to live something to do it’. These insights from practitioners and their practice reveal how the two domains hold similarities in design practice and provide a deeper understanding of design processes, and designerly thinking, from which creativity and innovation can emerge.This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).http://creativecommons.org/licenses/by/4.0/Journal ArticleOpenAccess10.1016/j.ijgfs.2024.100870