VAIN upcycles used McDonald’s workwear into a fashion collection
We created an exclusive fashion collection for McDonald’s, made almost entirely from the restaurant chain’s used staff uniforms. The designs explore new ways of utilizing the worn out workwear, while also placing McDonald’s familiar employee uniforms in the context of contemporary fashion.
The clothes were designed in a search of new ways to use the worn-out workwear and to create new designs by using already existing materials. McDonald's has a strong and iconic visual identity. This identity is incorporated into each and every single one of the 13 looks.
"When I was first presented with the idea of a McDonald’s workwear fashion project I was immediately intrigued. 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. 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", says Jimi Vain, creative director and designer at VAIN.
While VAIN and McDonald’s may seem like a rather unconventional combination, the project ended up feeling very natural from a creative point of view. The collection lives off subtle references to McDonald’s iconic status in popular culture, while respecting both brand’s visual identities.
"The work uniforms include familiar colors, patterns, and details that everybody can recognize. Being playful with the silhouettes has been pleasant as the McDonald’s brand attributes come along", says Roope Reinola, co-founder and CEO of VAIN.
VAIN x McDonald's
Agency: NORD DDB HEL
Client: McDonald’s Finland
Campaign photo
Photographer: Sofia Okkonen
Photo assistant: Pasi Järvenpää
Producer: Nuppu Lehto
MUAH: Kira Muesa
Assistant MUAH: Taiga Tuulijärvi
Stylist: Jimi Vain, Ossi Rantanen
Model 1: Ivan Kolesov / The Sisterhood
Model 2: Yusuf Moge / The Sisterhood
Model 3: Effy Slobozhen
Campaign video
Production company: Bajo
Director: Rasmus Purola
DoP: Jens Zitting
Producer: Pau Kraus
Music: Glayden + Niko Demus / below0
Edit: Rasmus Purola
Colorist: Jens Zitting
Launch Event
Producer: Niklas Kervinen
Models: The Sisterhood / Jasmin Islamović
Make-up: Jenny Jansson
Hair: Miika Kemppainen
Muah assistants: Anna Mannila, Kaisa Laitala
Photographer: Angelina Ilmast
Show DJ: Glayden
Sound Design: Glayden + Niko Demus / below0
