McDonald’s and New York Fashion Week. Yes, you read correctly. It’s hard to fathom but the Golden Arches were the “official coffee” of Mercedes-Benz Fashion week (now there’s two brands you wouldn’t put together). The fast food chain is launching McCafé (a Starbucks-esque range of mochas and iced lattes) and seemingly wants to establish an association with the glamorous world of fashion for the range. Over the last few years, McDonald’s has been re-positioning itself on the market as a healthier and more contemporary brand so this new association with the sophistication of Fashion week is highly appropriate.

Interestingly the official website fails to list McDonald’s with the other sponsors on their home page. After much rummaging a small paragraph can be found describing “hot new line” McCafé as “the latest in coffee couture”.

A selection of McCafe products

Did the fashionistas boycott Bryant Park Starbucks in favour of a free McCafé expresso? By day four of the event the McDonald’s lounge served more than 13,000 cups of coffee, according to Sofia Therios, director of US marketing for the company. The agreement with IMG Fashion, the producer of Mercedes-Benz Fashion Week, was for McDonald’s to sponsor one season only. Nonetheless McDonald’s is contemplating an extension of the partnership and plan to offer the McCafé line throughout the whole of America by mid-2009.

Only time will tell if the fashion world will re-kindle it’s love for McCafé come next Fashion week in the autumn.