KFC Chickenwalk on a Runway

During London Fashion week, KFC was on a runway. Don’t panic, they were in good hands. Fashion designer, Katie Eary made it happen.

Thankfully, KFC was not really debuting into fashion business. They recently introduced their new menu called ‘Ricebox’ in U.K., and the fashion collaboration with Katie Eary was to promote their 500-calorie lunch menu to trendsetters, early-adapters, and fashion bloggers.

In a small paperbox, a “famous KFC chicken on a bed of signature rice for a great tasting, light lunch on-the-go. Steamed Tex Mex rice, bean salsa, fresh lettuce and [their] Original Recipe Chicken; all packed up in an on-the-go box. A delicious lunch that won’t weigh you down.” This fashion show was emphasizing the quality of the meal in a single lunch hour. Unlike usual 4-5 months of painstaking process of fashion show preparation, Eary decided to conduct her team of 100 people to start and complete her S/S collection 2016 in 60 minutes, behind the runway walls. This brought to consumers the meaning of they can enjoy their Ricebox during their lunch hour, watching their required nutrition and calories. As fashion people are very sensitive with their weight watch, KFC targeted young 20 to mid-40 years fashion trendsetters during the day. While KFC is hoping to spread their “light and healthy” box through trendsetters and bloggers’ words, Eary succeed on presenting her S/S collection 2016 with KFC collaboration.

It is almost impossible to not have an awe back in your head, Eary’s team used only 60 minutes to create clothing for each individual model, apply make-up, and do their hair. For all the people who prepared the collection and who got invited to the show, KFC made their creative statement during that one hour. No one should have starved, during the show, under the roof where KFC was collaborating. KFC Ricebox came to rescue to fulfill their tummy and fashion hunger. Who would say no to a 500-calorie lunch box? When it has rice and chicken inside the box? I would devour it and call for a second.

The most interesting surprise I received from this campaign is, that Katie Eary and her crew challenged to create an entire catwalk range within an hour to promote the idea to the public. Other than having rough sketches of each look, it was simply more than to cut, sew and even press the entire 13 S/S/ collection outfits and fashion models to be runway-ready in an hour. Eary had to come outside from her comfort zone of being a fashion designer and push herself and her crew to witness and experience the impossibles. Eary was in awe how this project was “one of [her] biggest challenges to-date, but watching it come to life was a magical moment and just proves how much can be achieved once you put your mind to it.” Thus, KFC and Eary surely accomplished to reflect the brand positioning of #PackMoreIntoLunch campaign by proving that you can fit more into one lunch hour than you would expect. Because like one fashion blogger in attendance mentioned, “In an hour, I probably couldn’t even get dressed!”