Cupcakes are grimly clinging to the top of the food trend league. Despite whoopie pies briefly threatening to topple them, they have resolutely held tight to the title and are still popping up all over the shop.
The name on everyone's sticky, crumb-specked lips right now is that of Cox, Cookies and Cake- the latest addition to London's ample cupcake scene.
When I think of cake shops, I instinctively envisage silver cupcake trees and tiny fondant roses with lavender icing, served on gold trimmed plates.
Expect no such thing from Cox, Cookies and Cake.
In a sudden move away from fashion and into food, 'Cox..' is the venture of shoe designer Patrick Cox and baker Eric Lanlard. Nestled between sex shops and strip clubs, Cox is situated right in the heart of Soho's gay district- and it doesn't look at all out of place.
At first glance, it could easily be mistaken for a Prowler; all black sequined walls and neon lights.
The cakes in the window are black, sparkly and bedecked with oozing red-eyed skulls, winking shamelessly from glowing toxic green constructions. Music thumps from inside, which resembles a cocktail bar more than a cake shop. (One of those cocktail bars that are a bit too dark, a bit too loud and a bit too sleazy... But a lot more fun.)
The cupcakes themselves are monstrous- tit cakes, beef cakes and cupcakes decorated with Dali-esque lips. Flavours include vanilla with blueberry compote and double chocolate stuffed with raspberry compote.
There is no ambiguity over the creative intention of Cox- the whole enterprise oozes sex and glamour. It is a perfect homage to the vibrant and unique neighbourhood. (this seems like the moment for a simile to drive home how well it fits in, but in this instance, I couldn't think of a single analogy that wasn't R rated...)