Cast your minds back to Vetements’ SS20 show – the one that took place in McDonald’s, which featured a model in a Vetements-ified McDonald’s uniform. It was anti! capitalist! fashion! Well, if you thought that was the end of the saga, you’d be wrong.
Announced yesterday was the brand’s latest venture, fully immersing itself in the world of fast food and dropping a burger combo in collaboration with the Moscow-based fashion concept store KM20, which has stocked the brand since it debuted back in 2014.
Why? “Why not?” was designer Demna Gvaslia’s answer about the new project, despite leaving the brand in 2019. “We always look for alternative ways to do things. This is only the beginning. There are more exciting launches in different countries coming this year, and not only food.”
The meal – which is allegedly a best-seller and fave of Vetements’ CEO Guram Gvasalia – features a vegetarian burger topped with cheese and mushrooms, fries, and lemonade, all covered in the brand’s signature logo, naturally. If you want to get your hands on one, you’ll need to hurry, as there are only a limited run of 2,000 portions.