VAIN's FW23 McCouture Is a Lovin' Homage to the Golden Arches

Happy Meals and fashion shows might not go hand-in-hand as easily as a Big Mac goes from hand-to-mouth, but as Jimi Vain's eponymous Finnish label, VAIN, has just shown there's clearly a case for Ronald McDonald Ready-to-Wear. Taking place in an actual McDonald's restaurant in Helsinki, Finland, it's easy to draw comparisons between this collection and Vetements' Spring/Summer 2020 runway show that also took over the Golden Arches, touching on capitalism throughout with name badges bearing that ...