Creativity

McDonald's Gives Its Uniforms a Muted Makeover

Fast Feeder Teamed With Top Designers on New Gray Look

By Jessica Wohl; Ann-Christine Diaz. Published on Apr 24, 2017

Editor's Pick

In a bid to modernize its look beyond its restaurant remodeling projects, McDonald's has updated its uniforms. The brand tapped designers Waraire Boswell and Bindu Rivas to make over its outfits, resulting in two new "collections," dubbed "Waraire for McDonald's" and "Timeless Elements."

Boswell is an American designer who has dressed celebrities and athletes including Ellen DeGeneres, LeBron James, Kyle Griffin and Kevin Durant. But before his fashion career, he worked in a McDonald's in California. Rivas is a British designer who previously worked on new uniforms for the marketer's U.K. division.

The uniforms have a largely gray palette -- a striking contrast to the brand's signature red and yellow colors, which also figured prominently in its recent campaign featuring Mindy Kaling dressed in a sunny-hued dress and standing before a crimson backdrop.

The new outfits aren't getting the warmest reception from consumers and employees, with some likening them to gear straight out of dystopia with references to "The Hunger Games," the Death Star and "Logan's Run."

The ads are now rolling into restaurants nationwide but began popping up in marketing materials and ads last year.

McDonald's said the new uniforms represent the first time McDonald's U.S. reached out to influential designers for its apparel. Still, back in 2005, McDonald's had considered spicing up its clothing with the help from the likes of Russell Simmons' Phat Farm, P. Diddy's Sean John, American Apparel and others.

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About

Credits

Date
Apr 24, 2017
Client:
McDonald's
Designer:
Waraire Boswell
Designer:
Bindu Rivas

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