To mark the launch of a new, more sophisticated and calorie conscious lunchtime menu item called the Ricebox, as well as London Fashion Week, KFC challenged British designer Katie Eary, to design a clothing collection in a lunch hour to reflect the brand positioning that you can fit more into a lunch hour than you’d expect. Katie, who is world renowned for her work with celebrities such as Kanye West, typically spends four months creating an entire range from conception to showcase, but she rose to the challenge with aplomb! The resulting “S/S 16” collection composed 13 different looks, with the process filmed by BBH London, who appear to have actually struck upon a legitimate way to make mass-produced fried chicken seem cool. So kudos guys!
KFC challenged British designer Katie Eary to design a clothing collection in a lunch hour to promote their new Riceboxes
The collaborative project is part of KFC’s bid to the nation to pack more into their lunch hour and is the second phase of the #PackMoreIntoLunch campaign, which launched in March when rappers Chip, Kano and Wretch 32 produced the world’s fastest-released music video for Chip’s “Feeling Myself” single. The British designer created and revealed her collection at The Old Truman Brewery to a private audience. It took inspiration from Studio 54, concentrated florescent colours and lush embellishments on both clothing and accessories, including standout cutaway feathered stilettos. As well as creating the collection, Katie Eary has designed limited edition packaging for the Ricebox, which serves chicken alongside spicy rice, bean salsa, sour cream, and lettuce.
Eary said of the collection: “My designs are about pushing boundaries and that’s what KFC is encouraging with the Pack More Into Lunch challenge, so it was a natural partnership. To cut, sew and even press the garments to be runway-ready in an hour is one of my 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.” She sounds genuinely enthused, and whilst on the surface the collaboration might seem like a rather cynical ploy at making fast food seem more than it actually is, the very fact that it’s putting a more playful spin on the notoriously po-faced London Fashion Week elevates it above a simple gimmick.
The collaborative project marks the second phase of the #PackMoreIntoLunch campaign, which launched back in March
Jenny Packwood, head of digital, PR & brand communications at KFC said: “We are excited to work with Katie Eary, she’s fun and vibrant and really rose to the #PackMoreIntoLunch challenge. The new Riceboxes gave KFC an opportunity to play in a new space, one that is quite unexpected for a quick service restaurant. Pair that with another almost impossible lunch hour challenge and we hope to inspire the nation to pack more into their lunch.” Hamish Pinnell, creative director at BBH London, added: “It's one thing to come up with the crazy idea of creating a fashion collection in a lunch hour and quite another to actually pull it off. Katie and her team were incredible. After a rap video and a fashion show, I'm really excited to see where the #PackMoreIntoLunch campaign takes us next.” So are we Hamish!