I’m won’t lie, I love a good cross collaboration. Be it with streetwear brands and accessible high street giants or celebrities joining forces with one another. I even got amongst the hype over the aesthetically pleasing Nike x Ben & Jerry’s Ice cream SB Dunk sneakers which launched earlier this year. But as climate change moves to the forefront of our shopping habits – a certain consumer of consideration never seen until recent years – where does the buck stop when it comes to unnecessary collaborations? And has profit become more important than art itself?
These are the questions I asked myself this morning when I came across an announcement for Travis Scott’s partnership with McDonald’s. Streetwear insider, Preme Profits, shared rumours via Twitter over the weekend that the Astroworld rapper has been tapped by the fast food giant for an apparel only collection. “Marketing promotion is set to start soon,” the account told its 17,700 followers.
A Travis Scott Mcdonald's collab is rumored to be in the works for a September release. Unfortunately, sneakers are not releasing only apparel. Marketing promotion is set to start soon. pic.twitter.com/LoWLD099P6
— Preme Profits (@Premeprofits) August 11, 2020
It is not the first time McDonald’s has entered the fashion sphere either. In 2018, G-Shock and New Era joined with the company for burger-inspired accessories. Vetements even pulled inspiration from the golden arches for the Spring/Summer 2020 runway. While no further details over the collab with Scott have been disclosed, we can only imagine La Flame merch emblazoned with the iconic golden arches, big macs and fries.
It could be due to my love of kit essentials and timeless silhouettes, but is a denim jacket splashed with capitalist branding really going to stand the test of time? Perhaps for the sake of resale value, yes, but as they say, you can’t take it with you and Travis Scott certainly can’t take the money earned from this collaboration to the grave either. The success of the collection of course, will come down to the consumer and whether well-versed hype beasts are impressed enough to don the style on social media. Particularly during a global health crisis where spending power is down and a focus on everyday needs is put further in to view.
But as predicted by Gerard Caradonna, buyer for Sydney’s subtype store in 2018, a saturated market could cause a shift in the consumer mindset and in turn, the industry as a whole. “Every brand is trying to beat ‘that’ brand. It’s bringing out great shoes and the sneaker market has never been so excited about so many releases, but eventually everything comes to a stop,” Caradonna told ICON. “For that mainstream consumer, they’re not in it for the long haul. They’re all about the buzz now, but eventually if this continues to go on and it becomes a pattern, they are just going to pull away.”