Issue 74

Monthly newspaper and online publication targeting 18 to 35 year olds. The ultimate guide to the hottest parties, going out and having fun. Music, fashion, film, travel, festivals, technology, comedy, and parties! London, Barcelona, Miami and Ibiza.

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Page 12 of 47

Swedish McDonald's are celebrating their "I'm Lovin It 24" campaign with a fashion and lifestyle line dedicated to the Big Mac. As a McDonald's spokesperson explained "We're proud of the Big Mac – the most popular burger in the world and the most popular burger in Sweden. Millions of Big Macs are sold in Sweden every year and the burger has a lot of fans. This is why we've chosen to sell Big Mac products exclusively in our own web shop." The collection includes a raincoat, leggings, thermals, wellies, wallpaper, bedding, and even a dog jacket, all sporting the burger motif. Of course this isn't the first time that McDonald's has crossed over into the fashion world – Jeremy Scott created a Maccy's inspired A/W 14 collection for Moschino, but no Big Macs there. So if you happen to be in Sweden, and are all about that burger life, you can sport Big Macs on the outside to go with one on the inside. 7 13 Issue 74 / 2015 FASHION Fast Food and Fast Fashion - Mcdonald's launches clothing line Maccy's have launched clothing line based around the Big Mac, but it's only available in Sweden Rihanna Makes Fashion histoRy Rihanna has been revealed as the latest face of Dior, and will feature in a film and print campaign for the brand's Secret Garden series Whilst she's no stranger to the fashion world – she's all over the front row during show season, she's creative director of Puma, a CFDA Fashion Icon winner and a former face of Balmain – this latest appointment is her biggest one yet. Rihanna will be Dior's first black spokesperson in the house's 70-year history, an important step in the quest for diversity in fashion. As she told MTV following the announcement, "It is such a big deal for me, for my culture, for a lot of young girls of any colour. To be acknowledged by Dior means a lot, as a woman, to feel beautiful – to feel elegant and timeless." Obviously Rihanna is beautiful, stylish and cool, all the attributes Dior are trying to promote – see Jennifer Lawrence – but she also has serious social media clout. A Rihanna Instagram of something Dior will surely send searches and sales skyrocketing. This appointment is also an exciting and bold move from Dior's perspective. Raf Simons has tried to bring a little rebellious edge to the prestigious brand, and Rihanna's attitude will continue to shake things up.

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