This amazing outfit is made from hand-embroidered and appliquéd wool. The design is known as Mr Greedy, from the words appliquéd across the centre front of the jacket. The back of the jacket and the sleeves are decorated with a number of images that make reference to the raging consumerism of the Western world – the Yankee dollar symbol and dollar note, the iconic Golden Arches of multi-national giant McDonalds, and the rather sinister-looking, clown-like face of Ronald McDonald on the back of the hood.
The trousers continue the theme, referencing the American flag’s stars and stripes, while the ‘Enjoy Capitalism’ logo, in the style of the more familiar ‘Enjoy Coke’, brings to mind yet another global corporation. It all combines to make the viewer think about the products and effects of the mass market.
Walter Van Beirendonck was born in Brecht, Belgium, in 1957. He studied fashion design at the Royal Arts Academy, Antwerp, graduating in 1980. He is one of a group of fashion designers known as the 'Antwerp Six' (together with Dirk van Saene, Dries van Noten, Ann Demeulemeester, Marina Yee and Dirk Bikkembergs) who all graduated around the same time and are now enjoying levels of success.
Since 1983, Van Beirendonck has produced collections under his own name. He takes inspiration from many sources, including the visual arts, literature, nature and ethnic styles. His designs often have strong colour combinations and an ironic, cartoon-like feel about them, as in this outfit here. Many of them incorporate a multi-layered message, often about the environment or world politics. Other designs for the backs of outfits in this 2006 collection include polar bears, skeletons, the Incredible Hulk and an image of Van Beirendonck himself.
