In the age of collaborations and joint collections, it’s pretty hard to stand out. Ironically, the over saturation of these types of ‘hyped’ projects made it especially hard for big brands to sell. A high number of collaborations are perceived as a mere marketing tactic with no proper ground. Thus, the image of collabs has turned from guaranteed success to sell-out.
Surprisingly, one of the world’s biggest companies has recently come out with a collaboration that is making serious waves. Why? Because it’s an unlikely project. We’re talking about the McDonald’s x Vain street fashion collection.
Vain is a Finnish street fashion brand that, contrary to what some would believe, isn’t (or wasn’t) exactly big. The brand was about 18 months old, when the creative team leader of McDonald’s Finland decided to propose the idea of a collaboration. He got the idea after spotting one of their pieces on the Finnish rapper Cledos.
The joint project has turned out great: Vain has seen a huge growth and McDonald’s Finland is cooler than ever. What’s the project about? Together, the partners are dropping a 30-piece-collection exclusively for McDonald’s employees. They aren’t forced to wear the clothes (but honestly, why wouldn’t they?) – it’s more about the fun aspect. The fast-food giant aimed the entire campaign at the greater goal of making the brand a more interesting employer. Seems like a success!