McDonald's China began announcing the "Chicken Foodshion" events to promote its series of chicken products starting in December 2022. A discount is offered for one classic chicken product each week for the last four weeks of the year, including the McSpicy Chicken Fillet Burger, Grilled Chicken Sandwich, McSpicy Wings, and Mc Crunch. McDonald's China specially invited the designer brand ANGUS CHIANG to create a series of fashion shows for co-branded products in "Chicken Foodshion" at the end of the year.
The first Foodshion show of McDonald's featured the classic McSpicy Chicken Fillet Burger. The first show "Super Spicy" mainly used the colors red and yellow, which are the colors of McDonald's, embellished with white and black. The series incorporated Angus Chiang-style humor, color patches, street style, and played around with classic looks. The fabrics were made from berber fleece, sports mesh sandwich, highly elastic knit fabric, shiny synthetic leather, faux mink wool yarn, leather film with cotton lining, and braided rope net. As for accessories, towel embroidery labels were combined with different slogans, symbols, and "McSpicy Chicken Fillet Burger" as the design embroidered on the surface of the outfit, creating more varied patterns. Besides playing around with classic patterns, the designs included different ratios of extra wide pants, tights, ruffles, and miniskirts. An extra-large version "McSpicy Chicken Fillet Burger hat" was also designed for the first show, providing an accessory that can be truly incorporated into daily outfits.
The second show "Super Fresh" used the green of fresh lettuce, the khaki of grilled chicken, and the white of mayonnaise sauce as the main colors to show the Chinese-style freshness of the "Grilled Chicken Sandwich." Mesh was used for the large layers and shirring design, giving the series an aura of elegance. The materials used include mesh with different hardness and incorporate DuPont paper. The paper bags of McDonald's provided the inspiration for playing around with transparent and thin mesh with stiff paper when creating the garment. The "Grilled Chicken Sandwich scarf" was designed for the second show. The scarf becomes a grilled chicken sandwich when folded, and transforms into an Angus Chiang-style color-block scarf that serves a practical use when unfolded.
The third show "Super Matching" was inspired by a walking signboard. "McSpicy Wings," a classic chicken delicacy of McDonald's, is presented by combining ANGUS CHIANG's classic packing bag with an ornament in a fun way. Overall colors include the red, yellow, sky blue, and green of McDonald's, with the top and bottom split apart and matched with the classic fluorescent orange of ANGUS CHIANG. The series uses synthetic leather, DuPont paper, extra thick pit strip corduroy, and lamb wool fabric, together with accessories in the shape of chicken wings to create an interesting perspective of an outfit with varied textures. The concept of the show is based on an "all-purpose" theme, and combines a dance performance with a variety of tools for daily life, such as basketball, tennis, and skateboarding, presenting a care-free lifestyle any time, any place. Just like wanting a side order of McSpicy Wings with any meal from McDonald's!
The extra-large version "McSpicy Wings bag" was designed for the third show. The bag combines berber fleece with Mongolian fur, using red Mongolian fur as hot pepper and yellow berber fleece as crispy fried chicken skin, providing an interesting fashion item that can go with any outfit.
The fourth show "Super Crunchy" used a sparkling retro disco party as the concept for the final theme of McDonald's "Chicken Foodshion." The exclusive new flavor of McDonald's China in 2022—the Mc Crunch—was inspired by the crunchy mouthfeel and biting sounds. An extra-large "Mc Crunch ear muff" was offered for the show to draw a parallel with crunching sounds entering your ear through a headset. Sequins were selected as the main material for the final show to create a strong sense of vintage outfits, and the unique sound made by the sequins with golden yellow and red colors when walking in the outfit matched the "crunching" theme. Berber fleece fabric with larger grains was used to show the crunchy texture of the Mc Crunch. The outfit has the appearance of a figure skating dress or a dress worn in a club in the 80s, but with gloves connected to the sleeves. Together with the disco ball lamp and colorful party strips, the glittering year-end dance was the perfect ending for Chicken Foodshion.
Fashion represents the demands and desires of the current times and society. In the post-pandemic era, we hope that the colors of McDonald's and ANGUS CHIANG will provide more warmth and strength to society, so that everyone can be happy and share the joy. A feast to the eye that you will love too much to put it down!
Photo by Run
Art Direction by RUN, Honey3
Stylist Yi Yang
Hair Stylist Weitao Ke
Makeup Artist Jolin Wei
Styling Assistant Haha
Backstage Helper Liz Lang
FashionExchange — Rosalind Zhang, Vicky Hu, Audrey Li, Ciel Huang, Yvonne Wu, Aries Han, Celia Bao