Unveiled in London yesterday, and soon to be introduced to all the company’s 67,000 employees in Britain, Oldfield’s new collection of McDonald’s uniforms features sharp suits, kick-flare skirts, flowing scarves and every variant of “neutral” in the spectrum – from biscuit to beige.
Oldfield has created for the likes of Catherine Zeta-Jones, Charlotte Rampling, Sienna Miller and Diana, Princess of Wales. But for the past 18 months, the British designer has been forced to consider the sweaty, greasy practicalities of work in a burger bar.
He has found himself designing sleeves short enough to avoid tomato ketchup, machine-washable ties and size30 skirts. Almost entirely out of polyester, he has created a vast range of sartorial options to cover every body type, every preference and every job. The new uniform’s wearer guide features 17 pages of clothes and accessories, including aprons and baseball caps for the kitchen staff, waterproof trousers and fluorescent jackets for the litter patrol, and maternity clothes for the pregnant.
The uniforms will cost McDonald’s £2.5 million this year, and another £2.5 million every 18 months when they will be “ethically” disposed of and replaced with new ones.
But at the Cannon Street McDonald’s in the City of London yesterday, few customers even seemed to notice the change – or to care.
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Bruce Oldfield Designs For McDonald's (the Golden Arches)
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