VAIN Upcycles McDonald’s Workwear for Runway Show

Happy Meals and fashion shows may not go hand-in-hand as easily as a Big Mac goes from hand to mouth, but as Jimi Vain’s eponymous Finnish label, VAIN, has just shown, there’s clearly a case for Ronald McDonald Ready-to-Wear . Taking place in an actual McDonald’s restaurant in Helsinki, Finland, it’s easy to compare this collection to Vetements’ Spring/Summer 2020 runway show which also took over the Golden Arches, touching on capitalism all the way with nameplates bearing that very word and the appearance. fit for any latest Maccer boss.

But for VAIN this is not the case. Instead, the founder wanted to reminisce about their childhood. Describing the collection, Jimi Vain said:

“As a child who grew up in the no-man’s land that is rural Osterbotten, everything felt so far away. As we grew up and began to engage more and more with global pop culture, one of the very few things that felt familiar to us was the iconic Golden Arches. A symbol that frequented mainstream art, entertainment and sporting events: McDonald’s. It was something that had relevance even for us in the far north. Growing up with a McDonald’s along the local highway is what we had in common with the Western world and beyond.”

With this in mind, VAIN has come up with a 13-piece collection made up of recycled, genuine McDonald’s employee gear. McDonald’s arches are transformed into a love heart on the front of a black kitchen worker shirt, while VAIN’s logo works with another love heart “M” motif on a plain black t-shirt. But as the collection grows, so does the creative effort: a black apron dress is double-breasted and architecturally cut, structured with triangular lapels and an A-line finish before layering on top of an off-the-shoulder blue shirt.

A hoodie in the chain’s signature red and yellow colorway sports shoulders Rick Owens would be proud of, while trousers—tied together at the lower leg with a ribbon belt—are technical, contrasting later offerings like two-panel jeans with chef-checked interior cuffs.

This latter design detail takes shape across an elongated apron-like shirt dress, while rounding out the collection are pieces such as the ‘I’m taking you to McDonald’s for some fries and a vanity sundae’ graphic tee and ribbed leather biker jacket cotton blend used with a skirt made of belts, which later becomes a sort of straight jacket for the final look.

Take a look at the runway in the gallery above, and find out more about VAIN’s work online. An Autumn/Winter 2023 hoodie from this collection is also available for pre-order now. Unfortunately, all 13 skins and 27 pieces will only be available to McDonald’s Finland employees through a company raffle.

In other news, Patta and Tommy Hilfiger are back together.

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