Flipping burgers never looked so good. Last week CULTED posted some clips from a somewhat unconventional campaign led by Finnish brand, VAIN, within which they revamped a certain fast-food company’s uniform. McDonald’s is now at the forefront of fashion. With CULTED’s TikTok which showcased the collection gaining almost 250k views and over 150 comments, it’s clear the collab was a hit with CULTED’s community. Here’s how you reacted.
Fashion and food have had an ongoing relationship for some time. Just this year, we’ve seen Lays bags turned into luxury accessories and supermodel Kate Moss become the face of Diet Coke; there’s plenty of crossover between the industries. However, McDonald’s recent collaboration with Helsinki-based fashion brand, VAIN has knocked everyone else out of the park.
The collection, which is inspired by the classic and easily recognisable McDonald worker’s uniform, featured slouchy jeans, ultra mini skirts, and oversized hoodies. You might not even recognise VAIN’s high-fashion iteration of the McDonald’s uniform if it weren’t for their typical red, yellow, and black colour-scheme and the iconic golden arches embroidered throughout the collection.
CULTED’s community were basically infatuated with the collection – and the models – as evidenced by an onslaught of comments claiming, “I want the jacket so baddd” (via @memion) and “lowkey want him (i mean the pants!!!)” (via @awhmaisy). There appeared to be a unanimous opinion across our comment section that both the clothes and the models wearing them were hotter than an apple pie.
The garments themselves, which VAIN created out of upcycled materials, won’t actually be becoming part of the uniform. Even in Finland, where the collection debuted, McDonald’s employees will only be given the chance to win some of the items as part of a nationwide raffle, but not allowed to wear them to work. Basically, @phil.benn1’s comment that we’re “never gonna see these in the uk 😅😂” will likely ring true.
Others are trying desperately to get their hands on a piece of the collection themselves. Unfortunately, only one item is available to non-Finnish, non-McDonald’s employees, and that’s a simple branded sweatshirt. It seems user @kradorscamsaj’s search for “where the McDonald’s trousers being sold” will be disappointingly fruitless. However, looking on the bright side, as @bigmandan1998 states, at least we won’t be spending “€99.35 on a Maccies 😭”.
Ultimately, there are two main questions on everyone’s minds: are Finland McDonald’s taking applications? And where do we sign up for that raffle?
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