A McDonald's employee dressed in the familiar uniform (Photo: ShutterStock, Shutterstock)
The Finnish fashion brand VAIN during a crazy upcycling for McDonald's chain uniforms
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The independent fashion label VAIN is an ongoing interdisciplinary design project, if you will, headed by creative director and designer/artist Jimi Vain, based in Helsinki, Finland, and operating under the motto "In an ever technocratic world it is sometimes easy to forget that what brings us together as human beings is love ".
And in the last few days the ultrasound collaboration between VAIN and the fast food giant McDonald's has gone viral!
would you wear it
Upcycling in Finnish design for McDonald's work uniforms
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The Finnish brand used McDonald's work uniforms as a basis for designing a capsule collection from recycled clothes - the chain's standard shirts and pants super banal were transformed, thanks to the magic of upcycling (upcycled recycling) into interesting dresses, upgraded hoodies and t-shirts, and devastating Baker jackets.
All under the auspices of logomania, of course, which still fascinates and sweeps us along throughout the last decade (see entry: the collaborations between super brands in recent years, such as the hysterical Gucci and Balenciaga collab).
Really worth working at the Helsinki branch!
The collection and collaboration between VAIN and McDonald's has gone viral
@rag.report fast food > fast fashion #mcdonalds #vain #workwear #fashiontiktok #fashionforyou ♬ The Cat Walk - Virginia Sanhouse
"When I was first presented with the idea of a McDonald's workwear fashion project, I was immediately intrigued," said Jimmy VAIN, VAIN's creative director and designer in an interview with CNN Style, "I grew up in a very rural area in Finland, and we didn't really have designated hangouts as teenagers. The local McDonald's played that role for us."
The VAIN x McDonald's revamped clothes were designed in search of new ways to use the worn-out work clothes, and create new designs from the existing materials.
The refreshing-sophisticated collection combines the familiar images and motifs of the food chain into a design that seeks to be "high fashion", and quite successfully it must be noted.
Whether it's the McDonald's golden rainbow logo used as a belt buckle or printed on the clothes, or the mixing of the red-yellow color palette associated with the grid along with grays and blacks.
After all, it's the most stylish.
Street style meets pop art meets the logomania trend we all covet
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And what's the loudest thing in the whole story?!
McDonald's employees in Helsinki, where the fashion production of this unique collaboration was also filmed, will have the opportunity to keep the clothes from the VAIN x McDonald's collection - 27 items will be offered in a lottery to the Finnish employees of the chain.
But will they be able to wear the devastating pieces for their next shift?
We doubt it!
The employees of McDonald's Helsinki All In!
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This is not the first time that the addictive fast food chains have fascinated the fashion world.
In 2014, fashion designer Jeremy Scott designed an entire collection inspired by McDonald's, including accessories, for the Italian luxury brand Moschino.
And in 2020, the subversive fashion house Vetements took over a branch of the food chain in Paris during fashion week, where it held the spring-summer show.
And yes, there were chips galore.
Superstar Katy Perry, who was also the face of the brand, wears a McDonald's Moschino outfit
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The Vetements spring-summer 2020 show took place at the McDonald's branch in Paris
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