Domino’s pizza launches fashion collection by Liam Hodges inspired by JOMO

Fashion designer Liam Hodges has worked with pizza chain Domino’s on a three-piece apparel collection to launch this London Fashion Week, offering a much more comfortable alternative to attending its many schmoozy events. It features The Controller Coat, a cape with pockets to hold a TV remote, phone and gaming controller; The Gaming Bag, an all-in-one sleeping bag suit with arm and leg holes; and The Boxset Blanket, a three-person blanket, with head and arm holes. “Forget de-blanketing when your pizza delivery arrives,” says VCCP, “the collection has been designed to keep you looking stylish through a series-binge and beyond.”

Created by agency VCCP, the range which came out on Friday apparently “takes inspiration from the world of high-end fashion, where comfort meets fun” and, in turn, mocks the very idea of going out in your glad-rags. As VCCP says, in a statement explaining the unusual collaboration, it appeals to those seeking JOMO (the joy of missing out) by staying in. The collection is therefore called FASHiN – geddit?

It follows a series of takeaway-to-runway projects this year from the likes of KFC, which released a limited edition bucket hat, and McDonald’s, which released spoof fashion brand Shnuggs to promote its new Spicy Chicken McNuggets.

Playing with pop culture references is part of Hodges’ brilliant oeuvre: last year, he turned to Mr Blobby and Noel Edmunds for inspiration for his AW18 campaign, and when we spoke to him in 2017 he told us his most recent collection was inspired by his obsession with Total Recall, as well as Vivienne Westwood’s anarchism. He’s also well known for the comfiness of his designs, which was probably part of the appeal to Domino’s.

“For too long, the fashion set have laboured over what to wear out, and it’s time we paid the same respect to what we wear in,” says Hodges on the Domino’s range. “I designed this collection with those long, cold nights in mind, where all you want is a cosy night in but to still look on-trend doing it.”