Displaying pizza slices on your socks, hot dots on your polo shirt or cheesy burgers on your dress is a fashion phenomenon that has been very successful for a few years. It's a fact, street food and junk food have managed to infiltrate environments far from their field of predilection, thus giving birth to collabs as unlikely as explosive.

Champagne or Kebab ?

Becoming fashion staples, junk food patterns appeared the very first time in 2014 on the fashion week runways. At the time, the genius Jeremy Scott, artistic director of Moschino, had imagined sets hijacking the iconic logo of the world's number 1 fast food brand, Mc Donalds. If the two worlds seem at first glance rather distant, the synergy works well and the returns explosive! Everyone is asking for it! Artists, brands and influencers have understood this and now posting a picture with a frappuccino from starbucks, a burger from five guys or a coke in hand is a must. Not only does it allow their fans to better understand their life but also to identify with them! At Project X Paris, a reference in urban fashion, we don't hesitate to play with this trend which fits perfectly with our values. Indeed, streetwear and street food respect the same codes. Since our creation in 2015, we draw our inspiration from the urban culture of which street food is an integral part. 

Among our big collabs, we recently worked with the French rapper Uzi. For this shoot, the singer of the song "A la fête" wore the black and white Tiles capsule and posed with a kebab and a bottle of champagne! An explosive and daring contrast, which proves that all the shots are allowed and that fancy food and junk food can play the perfect pairing!  A hit on our networks ! 

Champagne or Kebab ?

Becoming fashion staples, junk food patterns appeared the very first time in 2014 on the fashion week runways. At the time, the genius Jeremy Scott, artistic director of Moschino, had imagined sets hijacking the iconic logo of the world's number 1 fast food brand, Mc Donalds. If the two worlds seem at first glance rather distant, the synergy works well and the returns explosive! Everyone is asking for it! Artists, brands and influencers have understood this and now posting a picture with a frappuccino from starbucks, a burger from five guys or a coke in hand is a must. Not only does it allow their fans to better understand their life but also to identify with them! At Project X Paris, a reference in urban fashion, we don't hesitate to play with this trend which fits perfectly with our values. Indeed, streetwear and street food respect the same codes. Since our creation in 2015, we draw our inspiration from the urban culture of which street food is an integral part. 

Among our big collabs, we recently worked with the French rapper Uzi. For this shoot, the singer of the song "A la fête" wore the black and white Tiles capsule and posed with a kebab and a bottle of champagne! An explosive and daring contrast, which proves that all the shots are allowed and that fancy food and junk food can play the perfect pairing!  A hit on our networks ! 

Junk food accessorizes photo shoots

Constantly anchored in our daily lives, junk food is now inseparable from our lifestyles. Influential cities such as New York have nearly 83 McDonald's, a colossal number that says a lot about young people's expectations in terms of consumption. Some of our campaigns have therefore been largely inspired by the codes that junk food conveys to play with. We can see the model Sophie Randria posing in a white total look Signature tracksuit with a starbuck cup in her hand or our woman-man duo walking in the street sharing a baguette sandwich and drinking a starbuck. For this shoot, he wore a beige oversized jacket paired with loose denim, for a perfect goals couple! Our grey reflect tracksuit set is also highlighted by one of our models holding an oversized cup straight from McDonald's. Furthermore, we didn't hesitate to take over the supermarket shelves during our shoots, especially to showcase the new colors of our signature jogging suit. Here, our model poses in front of an alley of capri sun which does not fail to recall the yellow of its set. This soda, elected favorite drink of French rappers is even a source of inspiration for musicians who go as far as praising it in their text as rappers Jul, BoyBandit or Timal who did not hesitate to use for only decor of his clip the berlingot well colored of the famous soda. No wonder that the drink is selling like hotcakes to a young public eager to look like their idols ! 

Junk food accessorizes photo shoots

Constantly anchored in our daily lives, junk food is now inseparable from our lifestyles. Influential cities such as New York have nearly 83 McDonald's, a colossal number that says a lot about young people's expectations in terms of consumption. Some of our campaigns have therefore been largely inspired by the codes that junk food conveys to play with. We can see the model Sophie Randria posing in a white total look Signature tracksuit with a starbuck cup in her hand or our woman-man duo walking in the street sharing a baguette sandwich and drinking a starbuck. For this shoot, he wore a beige oversized jacket paired with loose denim, for a perfect goals couple! Our grey reflect tracksuit set is also highlighted by one of our models holding an oversized cup straight from McDonald's. Furthermore, we didn't hesitate to take over the supermarket shelves during our shoots, especially to showcase the new colors of our signature jogging suit. Here, our model poses in front of an alley of capri sun which does not fail to recall the yellow of its set. This soda, elected favorite drink of French rappers is even a source of inspiration for musicians who go as far as praising it in their text as rappers Jul, BoyBandit or Timal who did not hesitate to use for only decor of his clip the berlingot well colored of the famous soda. No wonder that the drink is selling like hotcakes to a young public eager to look like their idols ! 

McDo, Starbucks, KFC…

Some brands go even further and try collaborations that we would have thought improbable until now. We think of the brand Cactus Jack, of the American rapper Travis Scott, who has partnered with McDonald's to create an exclusive clothing line. For the occasion, the interpreter of "Sicko Mode" has imagined a unique and temporary collection with t-shirts, hoodies, caps, ties, a figurine in his likeness and even a pillow in the shape of a nugget ... elected the most wtf product on the web! In total there are nearly 60 pieces, ranging from 25 to 300 dollars, which have taken the codes of fast food and the brand of the rapper. A big and well put together com stunt that was very successful as fans were clamoring for the items.  If McDo played the precursors, others have quickly followed suit. On the occasion of the 20th anniversary of starbucks, the chain also decided to mark the occasion. In addition to the collaboration with the star of TikTok, Junior JMSS, which made a lot of talk, the brand decided to create for the occasion its own line of clothing. To do this, it got closer to the Parisian streetwear brand Tealer. T-shirt, hoodie, shirt ... In total, 9 non-genre pieces came out of this association which was inspired by the painting "Le déjeuner sur l'herbe" by Edouard Manet to think this collection. Among the pieces that sold out the fastest, a t-shirt where it says Subway on the front with sandwich logos on the back but also those featuring the painting "Le déjeuner sur l'herbe" which has been completely redesigned and restyled. 

McDo, Starbucks, KFC…

Some brands go even further and try collaborations that we would have thought improbable until now. We think of the brand Cactus Jack, of the American rapper Travis Scott, who has partnered with McDonald's to create an exclusive clothing line. For the occasion, the interpreter of "Sicko Mode" has imagined a unique and temporary collection with t-shirts, hoodies, caps, ties, a figurine in his likeness and even a pillow in the shape of a nugget ... elected the most wtf product on the web! In total there are nearly 60 pieces, ranging from 25 to 300 dollars, which have taken the codes of fast food and the brand of the rapper. A big and well put together com stunt that was very successful as fans were clamoring for the items.  If McDo played the precursors, others have quickly followed suit. On the occasion of the 20th anniversary of starbucks, the chain also decided to mark the occasion. In addition to the collaboration with the star of TikTok, Junior JMSS, which made a lot of talk, the brand decided to create for the occasion its own line of clothing. To do this, it got closer to the Parisian streetwear brand Tealer. T-shirt, hoodie, shirt ... In total, 9 non-genre pieces came out of this association which was inspired by the painting "Le déjeuner sur l'herbe" by Edouard Manet to think this collection. Among the pieces that sold out the fastest, a t-shirt where it says Subway on the front with sandwich logos on the back but also those featuring the painting "Le déjeuner sur l'herbe" which has been completely redesigned and restyled. 

KFC has also partnered with big names in fashion on several occasions. In 2018, the American fast food chain notably collaborated with streetwear designer NIGO, who is behind the Human Made and Hypemaker brands. Together, they designed a collection "Human Made x KFC Capsule" featuring, among other things, the portrait of Colonel Sanders and using the color codes of the world-famous brand. Jackets with a university style, hoodies for men, flip-flops, tote bags, t-shirts...the pieces were sold between 20 and 375 dollars! This was not a first for KFC since a few years ago, it had proposed its own collection of "ugly" Christmas sweaters!  

KFC has also partnered with big names in fashion on several occasions. In 2018, the American fast food chain notably collaborated with streetwear designer NIGO, who is behind the Human Made and Hypemaker brands. Together, they designed a collection "Human Made x KFC Capsule" featuring, among other things, the portrait of Colonel Sanders and using the color codes of the world-famous brand. Jackets with a university style, hoodies for men, flip-flops, tote bags, t-shirts...the pieces were sold between 20 and 375 dollars! This was not a first for KFC since a few years ago, it had proposed its own collection of "ugly" Christmas sweaters!  

Unlimited inspiration

Beyond the collab with artists, fast food brands have understood that there was a real expectation for this kind of outfits and have released their own merch, thus inviting themselves directly into the dressings of fashionistas. In July 2020, McDonald's proposed two models of swimwear using the codes of their famous yellow and red striped straws! Pieces that only Austrians could enjoy but that made talk far beyond the country of the hot dog. Indeed, McDonald's, often pinned for its bad waste management, used this campaign to try to restore its eco-responsible image. And for good reason, it has not hesitated to use stocks of straws remaining, which the brand does not offer since only 2019, to create these shirts.  More recently, it's Five Guys, well known for its premium burgers and hot dogs, which launched its own collection in Britain. It uses very American codes from the streetwear of the 90s by offering a varsity jacket, t-shirts, socks, sweaters and hats. The collection is not very eccentric but very stylish and features the fast food logo and its delicious milkshake. The pieces sell from 10 pounds for the socks to 75 pounds for the masterpiece of the collection, the varsity jacket. No doubt that the stocks will be quickly sold out!

Unlimited inspiration

Beyond the collab with artists, fast food brands have understood that there was a real expectation for this kind of outfits and have released their own merch, thus inviting themselves directly into the dressings of fashionistas. In July 2020, McDonald's proposed two models of swimwear using the codes of their famous yellow and red striped straws! Pieces that only Austrians could enjoy but that made talk far beyond the country of the hot dog. Indeed, McDonald's, often pinned for its bad waste management, used this campaign to try to restore its eco-responsible image. And for good reason, it has not hesitated to use stocks of straws remaining, which the brand does not offer since only 2019, to create these shirts.  More recently, it's Five Guys, well known for its premium burgers and hot dogs, which launched its own collection in Britain. It uses very American codes from the streetwear of the 90s by offering a varsity jacket, t-shirts, socks, sweaters and hats. The collection is not very eccentric but very stylish and features the fast food logo and its delicious milkshake. The pieces sell from 10 pounds for the socks to 75 pounds for the masterpiece of the collection, the varsity jacket. No doubt that the stocks will be quickly sold out!

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