Mon, 21 Sep 2015 12:33:31 GMT
To mark the launch of Riceboxes, a brand new lunchtime offering, KFC challenged British designer, Katie Eary, to design her S/S ‘16 collection in a lunch hour.
Katie, renowned for her work with celebrities such as Kanye West, typically spends four months creating an entire range from conception to showcase and rose to the challenge to pack more into her lunch hour by producing a capsule collection of 13 looks.
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.
Katie Eary commenting on 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.”
The British designer created and revealed her collection at The Old Truman Brewery to a private audience. The S/S ’16 collection took inspiration from Studio 54, concentrated florescent colours and lush embellishments on both clothing and accessories – including standout cutaway feathered stilettos.
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 said: "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."
In addition to creating the capsule collection, Katie also designed a limited-edition sleeve for the Ricebox, which will be available from selected KFC stores, for one day only, on Friday 18th September.view more - Creative
Creative Agency: BBH London
Categories: Fast food, Retail and RestaurantsBBH London, Mon, 21 Sep 2015 12:33:31 GMT