As one of the most recognizable brands and logos in the world, McDonald’s and its famous golden arches have gone from lowbrow to high fashion thanks to luxury fashion brand Moschino. The fashion company, with Jeremy Scott at the helm, used the signature colors and style of some of America’s most famous brands to create its playful Fall/Winter 2014 collection.
The collection is raising eyebrows for its eccentric pieces, but fashion icons like Katy Perry and Rita Ora have been seen sporting these cheeky pieces and the clothes are selling out. Many are impressed with the artistic combination of corporate culture with fashion and are just excited to rock the whimsical frocks.
Moschino seems to be drawing inspiration from unusual places, but doing so with a wink to American culture. This collection feature pieces inspired by Budweiser, Hershey’s, and most notably, McDonald’s. Their McDonald’s line is particularly whimsical, and its $85 French fry iPhone case speaks to its creative elements and humor.
Although this collection is certainly innovative, we can’t help but see this brand-centric line as a nod to the clever work of Andy Warhol who famously used food and corporate culture to create some of the world’s most amazing modern art. When the Moschino model walked down the runway sporting a rich, brown, candy bar wrapper evening gown, I imagine, it would have made Mr. Warhol proud.
The novelty of the McDonald’s Moschino line might distract from the ingenuity of its presentation and artistry of the pieces. The red, mini-sweaterdress emblazoned with a yellow, modified “M” that looks like a heart-shaped version of the infamous golden arches above the line, “20 Billion Served,” is flirty and flattering. A longer, light-weight, pale yellow dress paying homage to the traditional McDonald’s uniform looks like a sexy flight attendant’s dress, and features a slit that would make people hungry for more than burgers and fries.
Moschino is known for such provocative collections, and given the success of this line we can see why they’re keeping it coming. While some jokingly referred to this as a “stoner’s collection,” there is definitely a market for fashion with a sense of humor. This line speaks to the ways artists and designers can find inspiration anywhere—even at a fast food restaurant—and make us look good in the process.