Wendy’s made an unexpected but unforgettable appearance at London Fashion Week this season, partnering with rising independent designer Imogen Evans of Imi Studios to deliver one of the most playful collaborations of the week.
Rather than simply sponsoring from the sidelines, Wendy’s stepped directly into fashion culture – and did it with purpose.
A One-of-a-Kind Wendy’s-Inspired Designer Look
For the collaboration, Evans designed and handcrafted a fully custom Wendy’s-inspired outfit, bringing the fast-food brand into the high-fashion conversation in a bold, tongue-in-cheek way.
Arriving in a sleek black Sprinter van alongside her hype team, Evans travelled between show venues, surrounding streets and exclusive after-parties, turning heads wherever she went. But it wasn’t just about the look — FREE Wendy’s was handed out along the way, creating a buzz that blurred the lines between street marketing and fashion performance art.
The activation felt organic, creative and genuinely connected to the moment — a smart example of how brands can engage authentically with youth culture rather than relying on traditional sponsorship placements.
Who Is Imogen Evans?
Imogen Evans launched her fashion journey after completing a design course in 2018. She went on to showcase two Fashion Week collections at Vancouver Fashion Week and New York Fashion Week, gaining press attention early in her career.
However, instead of rushing into launching her own label, Evans chose to pause and refine her craft. She interned at two fashion houses to deepen her technical knowledge and industry understanding. During lockdown, she further developed her skills before officially founding Imi Studios in 2020.
The brand has since gained significant traction via TikTok and Instagram, building a loyal following through capsule collections that prioritise:
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Ethical production
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Minimal waste
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Made-to-order pieces crafted in London
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Inclusivity and diversity across the business
Today, Imi Studios releases a limited number of capsule collections each year, maintaining a conscious approach to fashion that aligns closely with Gen Z and millennial values.
Why This Collaboration Matters
At a time when brand collaborations can feel forced, Wendy’s decision to spotlight emerging UK talent feels strategic and culturally aware. By working with an independent London-based designer rather than a legacy fashion house, the brand tapped into authenticity — a currency that matters more than ever.
The move also reflects a broader trend of food and beverage brands embedding themselves within creative industries, from music to fashion. Instead of placing logos on backdrops, Wendy’s became part of the story.
Wendy’s Steps Into UK Fashion Culture
This London Fashion Week moment signals Wendy’s continued effort to integrate into UK youth culture in a meaningful way. With Imi Studios’ ethical approach and strong social media presence, the collaboration resonated far beyond the show venues — sparking conversation online and across the capital.
As fashion continues to merge with street culture, collaborations like this demonstrate that when done right, fast food and high fashion can sit at the same table.
