We’re Loving It: Presenting The VAIN x McDonald’s Collection From Finland That Became An Internet Sensation All Over The World
VAIN X MCDONALD'S, Titled FAST FOOD, SLOW FASHION
NOVEMBER 29, 2022
The exclusive fashion collection created for McDonald’s by VAIN is crafted almost entirely from the restaurant chain’s upcycled staff uniforms. The unique new collection is currently getting worldwide attention in social media by introducing familiar patterns, colors, and details of McDonald’s that are recognizable to everybody but now presented in a whole new context of contemporary fashion.
It's amazing to see a young finnish fashion brand breaking the internet and featured in some of the biggest fashion medias in the world.
Here’s some articles from the biggest global media companies featuring the collection below:
“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. It was accessible to anyone and was a familiar vibe”, says Jimi Vain, creative director and designer at VAIN.
“Also, it was the closest we could get to global pop culture out there in the north. We spent many evenings, and made many memories, hanging around the local McDonald’s in our teens", he adds.
As unconventional as the combination of these two brands may seem, the project was described to end up feeling very natural from a creative point of view.
The collection was crafted from the idea of being able to create new designs by using already existing materials – the worn-out workwear that carries the iconic visual identity of McDonald’s. This identity is strongly seen in all the 13 looks in this collection, but the popular culture icon doesn’t overshadow its collaborator – the VAIN brand’s visual identity is also shown in a unique and recognizable way.
The pieces in this collection are exclusively available for the McDonald’s workers in Finland.
See all the 13 looks from VAIN x McDonald’s runway show below:
Photography by:
VAIN x McDonald’s © 2022 VAIN FASHION GROUP LTD. ALL RIGHTS RESERVED
Curated by: