FASTFOODFASHION
Fast food is one of America’s largest exports, a commodity used to determine global democracy “A country has reached economic development when its middle-class is strong enough to support a McDonalds network”.
Fashion’s relationship with fast food can be traced to Milan’s fashion-forward Paninaro youth. Adopting the name from socialising at sandwich shops, they rejected the slow food traditions of Italy and chose to indulge into the American consumerism portrayed through entertainment. The fusion of 50s Americana with heavily branded Italian labels became their flagrant symbol of resistance.
We are yet to reach Homer’s Nacho Hat level of innovation, but nonetheless, brands have been able to incorporate fast food into their designs. Jeremy Scott channelled his eccentric aesthetic for Moschino’s FW14 ‘Fast-Food Couture’ collection — appropriating a red & yellow palette with golden arches and created bold dresses inspired by cereal, chocolate and crisp packaging. Karl Lagerfeld also unveiled Chanel’s grocery-inspired runway show that season, which featured their signature quilted shopping baskets and cling-wrapped purses.
Nigo first ventured into the food industry in 2002 with the opening of his Bape Café!? Despite his eventual exit from the brand, he continued his culinary journey — launching Tokyo’s chain of Curry Up restaurants in 2010. Revered for his vast collection of pop-artefacts and vintage Americana inspiration, he unveiled the Human Made x KFC capsule collection in 2018 incorporating the iconic red & white stripes and the Colonel’s portrait into the apparel accompanied by a pop-up at a Manhattan franchise.
We continue to see fashion merge with food, through collaborations like Supreme x White Castle and Liam Hodges x Dominos to Vetements’ seizing a Parisian McDonalds branch to present their politically motivated ‘Capitalism’ runway. The Kith Treats cereal bar concession and Carhartt’s coffee shop are some of the original concepts birthed from this movement. Conversely, the Paperboy Paris brunch joint has also tapped into fashion independently, causing waves in the streetwear scene through various collaborations and sought-after apparel.
Written by Ali Twice for @originalshift
