Now this is a different take on fast fashion. Julien Macdonald, who’s famously dressed Taylor Swift, Nicki Minaj, and more celebrities, has teamed up with McDonald’s (fitting, right?) to create a limited edition box that will house the chain’s gourmet Signature Collection.
— McDonald’s UK (@McDonaldsUK) August 23, 2017
While the partnership might seem unlikely (besides having similar names, the two parties don’t have much in common), the British designer is very aware of this fact. “My first thought was ‘whoa’,” he tells Yahoo Style UK. “This is definitely something unique and pretty out of the blue. But then I thought, why not?”
One of the reasons he signed onto the project is because he believes that designers can’t just make clothes. “You have to be diverse in different fields and always try to attract new people to your brand. This was simply an opportunity to do something different,” he says.
The finished product might be something entirely different than he’s used to creating, but it’s still him to the core. The burger box features everything from crystals to digital prints.
“I thought about it as a jewelry box,” he says. “What would be the most amazing box that you could put on your desk? Or in your house?” With this, he was drawn to a lot of Art Deco and Art Nouveau motifs. “It’s very Julien Macdonald: glitzy, metallic and edgy. But equally, I wanted a box that would make people laugh and smile. Something that wouldn’t be taken too seriously,” he says.
Some may laugh at the partnership but Julien believes it was time he “had some fun” and went for a project that he “really enjoyed” doing. “The fashion industry can be taken too seriously,” he admits.
The collaboration occurred at the perfect time: when the designer’s stress levels started to skyrocket as he prepares for the next round of London Fashion Week. Now he’s had his small dose of complete creative freedom, it’s down to business: “We enjoy the buzz but it’s a very stressful time for my team and I.”
Julien Macdonald’s creation for the McDonald’s Signature Collection is available in limited numbers at events across the UK. Head here to find your nearest event and find The Signature Collection.
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