McDonald's launches fashion line

Emma Woollacott
Models wearing clothes from the McDonalds range.
Models wearing clothes from the McDonalds range.

It's what the fashion world has been missing: clothes with burgers printed all over them. Yes, McDonald's has launched its own clothing and homeware lines.

Launched this week on a 'McCatwalk' in Stockholm, Sweden, the range includes everything from wallpaper to wellies, from pyjamas to pillows - there's even a coat for a dog. All carry the same photographic print of a Big Mac.

No, you haven't got the date wrong: it isn't April Fools' Day just yet. And to prove it, here's a link to the online store.

But it is part of a day of advertising stunts, called imlovinit24, that saw activities in 24 cities around the world. In Madrid, customers were treated to a massive Big Mac jigsaw; in Manila, drivers got free food, and Sydney had a coffee-cup-shaped ball pit.

Meanwhile, the Viennese got to listen to a McOrchestra; singer Ne-Yo serenaded New York; and, in London, pop star Jessie Jay performed a gig on a double-decker bus.

The fashion show may sound a little familiar to fans of Moschino, whose designer Jeremy Scott last year sent models down the catwalk in outfits boasting the McDonald's golden arches emblem. But the burger chain's own products are a little cheaper, with a duvet and pillow set retailing for around £30 and a set of thermals about £40.

Profits from the Big Mac Shop will go to Ronald McDonald House Charities.

The burger chain is hoping to win back customers in the face of falling sales. Last autumn, after having been hit by a series of food safety scandals, it reported its first ever loss in Japan.

Globally, revenue last year fell by 2.4% to $US27.44 billion, and net income plunged 15% to $US4.76 billion. It was the first time both numbers have fallen in the same year since at least 1981.

In the UK, however, McDonald's actually benefitted from food safety scandals, with sales rising in the wake of the supermarket horsemeat scandal. A report last September from Euromonitor found that it's still the UK's favourite fast food outlet, with 16% of the market.

The company recently appointed its first-ever British boss, Steve Easterbrook, who - barring brief stints at Pizza Express and Wagamama - has been working his way up the company since 1993.

He's trying to refresh the decor and introduce healthier food.

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McDonald's Launches Its Own Line of Clothing And Linens
McDonald's Launches Its Own Line of Clothing And Linens