Elevated McDonald's fashion seems to be the theme of Vetements' Spring/Summer 2020 collection. For a luxury brand, this setting might be surprising but taking into consideration that fashion movements have turned to a more reductionist style through deconstruction, outlandish collaboration and performative minimalism, the idea does not sound so crazy after all.
From slouchy fast food restaurant-inspired uniforms to dresses outfitted with a plush tiger bag, Vetements is definitely taking a risk. The collection is also a subtle commentary on current economic systems as some of the outfits feature name tags with the word 'Capitalism.' To fit the theme of McDonald's fashion, the luxury brand also debuts the silhouettes in an appropriate setting — a Parisian outpost of the well-known QSR.
Photo Credits: Guillaume Roujas/ NOWFashion
Key Themes Behind This Trend
- Reductionist Style
- The Vetements SS 2020 collection reflects the trend of fashion movements towards a more reductionist style.
- Deconstruction
- Vetements' Spring/Summer 2020 collection embraces the trend of deconstruction in fashion.
- Outlandish Collaboration
- The collection showcases the trend of fashion collaborations resulting in outlandish designs.
Where This Applies
- Luxury Fashion
- Luxury fashion brands can explore the disruptive innovation opportunities in creating collections that embrace a reductionist style.
- Fast Food Industry
- The fast food industry can capitalize on the trend of fast food-inspired fashion by collaborating with designers to create unique uniforms and merchandise.
- Economic Systems
- The concept of incorporating economic commentary into fashion presents an opportunity for brands in the business and economics sectors to explore disruptive innovation in clothing design and marketing strategies.
