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KFC Brazil has taken brand activations to a whole new level with outfits that genuinely make you look like you've just stepped out of a bucket of fried chicken
Not metaphorically. Not "inspired by". We mean full-on, texture-and-all, "why does this feel like I could snack on my own sleeve?" fashion.
In March, the company launched a campaign called Tailor Made Couture, where they turned their iconic fried chicken texture into actual wearable fashion.
They used a sherpa-style material designed to mimic that golden, crispy KFC crust and wrapped it around jackets, skirts, sneakers, tote bags, bucket hats, and more
It wasn't just a merch drop or a ready-made collection though.
For a limited time (27 to 29 March), customers in Brazil were invited to bring their own clothing to a KFC flagship store in São Bernardo do Campo.
All they had to do was show proof of purchase of a KFC meal.
Instead of buying something off the rack, people actually handed over their own clothes to be transformed
The pieces were then sent to a local atelier, where each item was hand-reworked using the fried-chicken-inspired material.
According to DesignRush, a few weeks later, the garments were returned completely transformed, with a textured finish meant to replicate that signature crispy coating.
"The initiative allows us to gift our KFC Lovers with personalised items, expanding the relationship and closeness between the brand and its customers beyond just food," Fernanda Harb, marketing director at KFC Brazil said, according to the report.
