The Helsinki-based fashion label VAIN has simply launched a singular collaboration with the quick meals big. The brand used McDonald’s worker uniforms as the bottom elements for a set of upcycled clothes.
The uniform’s commonplace shirts and pants had been remodeled into billowing clothes, slouchy hoodies and tiny mini skirts, amongst different items.
The 27 gadgets within the assortment can be raffled off to Finland’s McDonald’s staff. Credit: Sofia Okkonen
For the brand’s designer, the collaboration was a chance to attach with beloved imagery from his youth.
“When I was first presented with the idea of a McDonald’s workwear fashion project I was immediately intrigued,” mentioned Jimi Vain, VAIN’s inventive director and designer, within the launch. “Growing up in a very rural part of Finland, there weren’t really any dedicated spaces for us to hang out as teenagers. The local McDonald’s sort of fulfilled that function for us.”
“Also, it was the closest we could get to global pop culture out there in the north,” Vain’s assertion continued. “We spent many evenings, and made many memories, hanging around the local McDonald’s.”
The assortment remixes these acquainted motifs, experimenting with the long-lasting McDonald’s golden arch emblem as a belt buckle, and mixing the brand’s red-and-yellow shade palette with grays and blacks.
The assortment used a mixture of McDonald’s uniforms and different textiles to create one-of-a-kind clothes. Credit: Vain Fashion Group
Finnish McDonald’s staff can have an opportunity to personal the distinctive clothes, the brand mentioned. The 27 items from the VAIN assortment can be out there to McDonald’s staff within the nation by way of an inside raffle, in accordance with a brand consultant.
But the clothes are “just for fun,” a consultant for VAIN instructed CNN over electronic mail — staff will not truly be capable to put on the remixed uniforms to work.
In 2014, fashion designer Jeremy Scott took inspiration from the restaurant chain in his debut assortment for the Italian luxurious brand Moschino. The label’s Fall-Winter 2014 present featured uniform-inspired silhouettes and a Happy Meal purse.