Colette was no longer wanting. The trendy Parisian fashion temple launches with MacDonald's a limited edition fashion collection, available until 31st 2015. Big Mac , fries and sundae are available on T-shirts, tote bags , notebooks and smartphone shells .
Fashion junk food, mix of surrealism and optimism
Zara's popcorn sweater , Topshop's hot dog bikini, Asos's hamburger dress ... At Milan's Fashion Week in 2014, Jérémy Scott was making a name for himself by creating for Moschino sets that hijacked the MacDo logo. Today, junk food motifs are unavoidable in the world of fashion.
In 2015, the world's best-known fast food brand , MacDonald's , even released a collection of clothing and accessories from its famous Big Mac in Sweden . But where does this trend come from? Vincent Grégoire , creative director at the Nelly Rodi agency, has one explanation: "The new generation of designers, born in the early 1980s, has grown up with street food, junk food, comics, drawings animated ... Inevitably, these are their codes and therefore their main source of inspiration. "
Whether we adhere to it or not, these motifs make us react when we put them in showcases. There are those who consider this tacky, kitchy and ephemeral. And there are those who need to put fancy, the lag in a daily often too rigid. "There is a real demand for simplicity on the part of consumers," Vincent Grégoire continues. This generation playfood is attracted by the surrealist side of fashion. Young people want to seduce with the smile because in the background, they have nothing to lose. And even more so in a difficult economic context.
A fashion 100% bobo
But compared to the Anglo-Saxons, the French are still chilly at the idea of displaying popcorn , hamburger and hot dog on their clothes. "Junk food, pop art, are above all the codes of an American culture, explains Vincent Grégoire. In general, the French are still quite stuck on the subject but in the bobos , this fashion makes a cardboard. "
A new Chinese clientele is also beginning to form around junk food. One can also sprinkle her wardrobe or accessories of this fashion in small doses, without necessarily doing too much. Swap the soulless shell of his smartphone against a shell of fries for example. "It is also a way to pay tribute to popular culture," according to Vincent Grégoire.
And the fashion of tomorrow, it will be made of what?
Bacteria , molecules , planets and meteorites are likely to become the new fashionable prints on our clothes. The trend pro Vincent Grégoire focuses on science and the development of new technologies . "Space conquest, exploration of the seabed, development of science, physics, astronomy and medical technology ... Engineers and mathematicians will become the people to follow. "
