Cooperation between brands always surprises us, let us indulge in a often unexpected combination of forces, although cooperation between various brands is nothing new, but there is no denying that such a form of presentation is leading a new era of style.
The form of cooperation is not only reflected in the design and concept, but also shows the open attitude of cooperation between brands. In the process of deeply blending the core concepts between brands and exploring unknown areas, we can break the routine and integrate diversity to deduce more possibilities.
Collaboration is no longer following the classic script, and as it becomes a mainstream trend, brands must bring enough surprises and even unexpected ways to collaborate. In a variety of cooperative projects, McDonald's has become a bright symbol in popular culture with its unique recognizable logo, which continues to surprise people.
Among them, McDonald's cooperation with Travis Scott can be described as a cross-border representative, from the topic to the popularity of the product is a phenomenon.
As a popular chicken spanning music, trends and fashion, the street trend culture and hip hop attitude represented by Travis Scott not only lead the trend of Generation Z, but also coincide with the breaking spirit of McDonald's breaking cultural barriers.
Later, the collaboration with hot single manufacturer and reggae singer J Balvin became another exploration of McDonald's in the popular field represented by music. As one of the hottest Latin singers at the moment, J Balvin has established his own style in the old and new reggae music, and the collaboration with McDonald's also reflects his creative tolerance.
In the expansion of the territory of popular culture, McDonald's naturally focuses on K-POP culture, which is the most popular at the moment.
Not long ago, just a poster of cooperation between the popular girl group New Jeans and McDonald's has already triggered social media carnival, when the popular collision popular, become an important cooperation language for McDonald's to explore the cultural boundary.
Before that, the collaboration with BTS put McDonald's in the spotlight, and with the help of BTS and K-POP fans, food culture and pop culture reached new heights.
In addition to using ICONS, McDonald's is also fitting into the holiday season. Some time ago, on Valentine's Day, McDonald's joined hands with the current topic of extremely high model couple - Offset and Cardi B, launched a couple set meal, once again let people feel the close connection between McDonald's and the current daily life.
Since the launch of the "star Set" with Michael Jordan as the protagonist in 1992, McDonald's has become increasingly intensive in the trend of celebrity idols as cooperation objects, and across various fields, under the support of the star's halo, the influence of McDonald's has increasingly penetrated into various fields, and the depth of food culture and popular culture.
The "M" Logo and the red and yellow color have become the object of endless remodeling in the fashion industry, from a unique brand identity to a bright element symbol in the current fashion and trend industry.
VAIN, a new brand from Finland, cooperated with McDonald's in the recent ready-to-wear series, taking McDonald's staff uniforms as inspiration, and reshaped the staff uniforms with fashionable design language on this basis. Because of this, VAIN, a niche designer brand, quickly emerged in the public eye.
And the cooperation with the street brand CPFM, the unexpected choice of McDonald's children's meal as the inspiration object, the surrounding clothing series in the use of street design at the same time, into a playful pattern, font design, cleverly echoing the theme, and the children's meal toys included in the joint series, is in the secondary market has a high value, collectors flock to.
Look back, from Jeremy Scott-led Moschino's tribute to McDonald's on the runway in 2014, Alexander Wang's super limited bag in 2019, to Vetements 2020 Spring's walk in McDonald's stores. McDonald's role in fashion and trends is more like a facilitator, an inspiration for designers, and a medium for brands to explore the cultural field.
It is not difficult to find that in the process of McDonald's becoming a cultural benchmark and popular symbol, joint cooperation has become the most critical form of presentation. In the major joint projects, McDonald's highly recognizable "M" Logo and red and yellow color have become important elements of the design interpretation theme.
Just recently, McDonald's figure is once again active in the major social platforms, from the trend to the film and television industry, opinion leaders in different circles have been exposed to McDonald's latest joint name, which is the most intuitive and most surprising, is the McSpicy chicken burger packaging is wrapped in red silk patterns, causing countless viewers to speculate: who is McDonald's joint name?
In the dynamic released by Japanese high-end street brand READYMADE, you can clearly see the familiar Logo "hidden" between the words "McSPICY HICKEN FILET BURGER" - it is known as the "Chinese light", carrying the youth memories of a generation of trend players CLOT.
As the managing director of CLOT, Edison Chen also personally unveiled the veil of this cooperation on his personal social platform: The larger box is covered in CLOT's signature red silk pattern, with a fun cartoon burger character printed on the front of the box and a landmark CLOT 20th anniversary symbol on the side, and there is once again widespread discussion about what items from the collaboration are hidden in the box.
But as more and more fashion ICONS and celebrities are exposed, we finally get a glimpse of the McDonald's collaboration with CLOT.
In the photos released by OG Li Cansen, the cooperation gift box is presented in front of everyone in the form of opening, in addition to the packaging in the shape of a cup, red as the main color of CLOT interpretation of Chinese elements, and McDonald's brand red is very compatible, so red clothing items are naturally essential.
In the creative unit All Rights Reserved managing director SK Lam@sklamallrightsreserved and Hong Kong famous actor, director, screenwriter and producer Gu Dezhao, some of the pieces of the collaboration series were finally revealed.
In addition to the Tote bag with "red silk" as the main design element, the backpack Coke cup also deduces the trend attributes of Mcdonald's and CLOT, and the clothing that is highly anticipated by players is the hoodie printed with the cartoon hamburger image and McDonald's words, and the hoodie color has a red and black to choose from.
As for the other design details on the hoodie, we still do not know, in addition, the McDonald's and CLOT cooperation series there are what unexposed single products, the same hanging the appetite of the player, in the discussion speculation looking forward to the complete release of the cooperation series.
As a representative brand of trend culture, CLOT is particularly attractive for the integration of Chinese elements, and then establish a combination of trend and traditional culture of the design language and style aesthetics, so McDonald's choice of CLOT as a cooperation object to expand the trend map, although it is unexpected, it is also reasonable to think carefully.
And this cooperation for the domestic trend players, also far-reaching. In the past, McDonald's cooperation objects were mostly foreign brands, which increased the difficulty of domestic consumers to buy, this time, people finally wait for McDonald's cooperation with Chinese local trend brands, do not have to work hard to harvest their favorite trend items, and personally feel the collision of inspiration between McDonald's and CLOT.
Although the complete cooperation series between McDonald's and CLOT has not been made public, we have already felt the trend players' expectations for the cooperation between the two sides through the dissemination of the event, and I believe that with the announcement of more heavy items, this cooperation is bound to set off a wave again.
At the same time, McDonald's will play an increasingly important role in the process of promoting popular culture, and cooperation as a medium continues to impact the defining limits between brands and cultures, and bring surprises.
