McChanel Fast Fashion - message salon

The message salon art space is being transformed into the hyper-contemporary fashion shopper McChanel Fast Fashion. In an interview with Swiss women’s magazine Annabelle, temporary fashion entrepreneur Bernhard Schmid explains his new start-up McChanel Fast Fashion:
“For one week, I will be celebrating the short-lived nature of the fashion circus in a gallery. It’s like a fast-food restaurant, except that at the end you have something to wear. Applying the production and consumption structures of a fast-food company to haute couture is like an accident at the intersection of mass production and custom manufacturing: the result is hybrid fashion sculptures born of aspiration and availability, wearability and eccentricity.
With a production speed of five minutes as the benchmark, measurements are taken, fabric is selected, and professional seamstresses immediately produce the garments on site in the workshop. The result is clothing that sometimes goes over the counter with mishap-prone, crumpled parts or totally random appliqués. McChanel fashion can be worn by anyone who is not afraid to reduce their own standards to absurdity through sheer availability. When it comes to the price of fashion items, McChanel takes the same approach as fast food: cheap.”