“The project does not comment on McDonalds as a company,” designer Jimi Vain says. “For us it was a fashion project together with a brand that was important for us in our childhood.”
“McDonald’s reached out to us through a marketing agency asking for collaboration for a clothing line,” Roope Reinola, VAIN’s CEO, told The Daily Beast. “We had full creative freedom as the brand guidelines were our only boundaries.”
“The brand boundaries were related to guidelines such as how the logo was used in the clothes and colors,” Vain said., begging the question of whether Vain had the Spanish luxury brand in mind when creating his capsule collection. “Not consciously,” Vain said. “I don’t deny that Demna wouldn’t be an inspiration in my career. He has changed the fashion industry a lot with his work. I don’t see that much Balenciaga in the collection, but I can understand it.”Plus, if there’s anything about pop culture in the last couple of years that could likely be universally agreed upon, it’s that high and low culture have become so thoroughly blended that it’s now almost irrelevant to try to differentiate the two.