Fashion designer Julien Macdonald has created a special-edition box for McDonald’s UK new Signature Collection range of “gourmet” burgers, described in a press release as “McDonald’s’ first foray into the world of luxury and fashion”.

Following a trial in selected restaurants, the range is being released in more than 900 McDonald’s eateries across the UK.

Unveiled in London, the box has a limited release of 1000, with fans being invited to sign up online if they want one. One special box, customised by Macdonald himself, will be auctioned to raise money for the fast-food chain’s Ronald McDonald House Charities.

“I drew inspiration from my fashion creations and iconic embellished red-carpet dresses,” says Macdonald, who has dressed such celebrities as Beyoncé, Kylie Jenner, Madonna, Mick Jagger, Puff Daddy, Shirley Bassey and Taylor Swift.

The result is a gold baroque-style crystal-encrusted box, described as “the perfect packaging for the luxury McDonald’s Signature Collection burger”.

“It’s a brave and exciting move,” says McDonald’s UK VP of marketing Emily Somers. “Julien Macdonald’s beautifully designed star-studded box complements the Signature Collection perfectly.”

The box complements the “luxury” positioning of the product as demonstrated by this promotional video which is – well, unlike anything we’ve seen from McDonald’s before…:

One blogger has commented: “You haven’t enjoyed a burger until you’ve eaten it out of a box which has crystal detailing, embellishment and bespoke digital print.”

Facebook users have been a little less kind (or ironic), one asking, “And the point of it is exactly what? … Congratulations, you have just polished a turd.”

Another asked, “Is it April 1st already?”

Meanwhile, Etihad Airways has given its in-flight safety video a makeover by setting it backstage at one of Macdonald’s runway shows. Models put on oxygen masks to escape a cloud of hairspray, they wear life jackets as if they were the season’s must-have accessory, they buckle up safety belts over embellished couture gowns, and move into brace position as they have their hair done.

Unveiled during New York Fashion Week, the promotional film will not replace Etihad’s safety video, but will be shown on-board from next month and be used to highlight the airline’s ties to the fashion world (it sponsors 17 fashion weeks and events internationally).