Because starving yourself for fashion is so over
After doing a runway show in McDonald’s in 2019, Vetements comes full circle by serving not only high fashion looks, but also fast food meals.The French luxury label introduced last month the season’s must-eat, the Vetements Burger, as part of its fall-winter 2021 rollout. A collaboration between Moscow-based concept store KM20, the vegetarian burger is “crafted by trained artisans with the highest quality ingredients.” Also in the menu are fries and lemonade to accompany the sandwich, wrapped in eco-conscious packing decked with the brand’s monogram.Although it’s loved by many, Vetements’ plant-based combo meals are not widely produced. As revealed by KM20’s Olga Karput to Vogue, only 2,000 meals are made, making it, like the fashion brand’s pieces, a limited edition.“Why not?” Vetements co-founder Guram Gvasalia told WWD. “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.”Here’s to hoping we get to have a taste of the Vetements Burger.
Text by John Legaspi
This article first appeared in Manila Bulletin