McDonald's turns to Tommy for new togs
15:59 AEST Wed Jul 6 2005
AP - Workers at McDonald's fast food stores in the US could soon be wearing uniforms designed by Tommy Hilfiger and Sean "P Diddy" Combs.
The hamburger chain is seeking a high-profile fashion designer to give its 300,000 US workers a trendy, stylish new look.
And it says Hilfiger and Combs are among its top choices to design new employee uniforms.
"It's about taking the contemporary look and feel of our restaurants and embodied in our advertising, and incorporating that into our employees' business attire," McDonald's spokesman Bill Whitman said.
"The desire is to create uniforms that our crews would want to wear outside the restaurant environment."
Whitman said the company has not yet chosen any designers.
New York brand consultant Steve Stoute said possible candidates include Russell Simmons' Phat Farm label, Ralph Lauren, Giorgio Armani, American Eagle and P. Diddy's Sean John label.
The uniform plan is an extension of McDonald's ongoing effort to shape its image as a hip, active brand.
Stoute, who originally was hired to help launch the I'm lovin' it campaign in 2003, recruited singer Justin Timberlake to promote McDonald's.