Fashion house Vetements unveils its own burger

The vegetarian burger is a collaboration with a Moscow cafe

Limited to just 2,000 burgers, Vetements has created a fast food meal in collaboration with Moscow store KM20. Vetements
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The left field fashion house Vetements has just unveiled its latest direction. A fast food burger.

The label that started in 2014 has now collaborated with a Moscow cafe to create its own range of fast food combo meals. 100 per cent vegetarian, the new portobello and cheese burger is described by Vetements on social media as being "crafted by trained artisans with the highest quality ingredients."

Vetements fries, designed with collaboration with Moscow store KM20. Vetements

Sold with fries and a lemonade, everything comes in the highly distinctive black and white Vetements packaging.

However, those wanting to sample the dish will have to find their way to Moscow, as it is only being served at the rooftop cafe of the city's famous fashion store KM20, whose own burger is said to be Vetements cofounder and CEO Guram Gvasalia's favourite. Only 2,000 of the burgers will be made. So far, no price has been released.

This is not the first time Vetements flirted with food. On April Fool's Day this year, the company took to Instagram with an image of a spoon with alphabet spaghetti that spelt out its name, and asked its followers if they wanted it to release "Vetements only pasta".  For its spring / summer 2019 show during Paris Fashion Week,  the label showed its collection in the Champs Elysees branch of McDonald's.

The sold-out Crocs made in collaboration with KFC. Crocs

However, Vetements is not the only fashion brand to venture into food in recent years. In February 2020, shoe company Crocs joined forces with KFC in to release limited edition clogs covered in images of fried chicken. The detachable Jibbitz were made to look like chicken drumsticks, while the sole was in KFC red and white stripes. They sold out within days.

In 2014, streetwear brand A Bathing Ape released a camouflage patterned hoodie, designed with Coca-Cola. It has recently revisited the idea with a 2020 a camo-print bottle design.

A Bathing Ape bottle for Coca-Cola, featuring the Ape Head design, for 2020. Coca Cola 

Evian water however, has been collaborating with fashion designers to rework its bottles since 2008, when it asked Christian Lacroix to decorate one of its products. The following year Jean Paul Gaultier followed suit, and now the water company has worked with several names including Elie Saab and Kenzo. The latest collaboration is with Off-White and Louis Vuitton menswear designer, Virgil Abloh.

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