The KFC Tailor Made Couture campaign transforms the brand’s signature crispy coating into a tactile design language applied to everyday garments and accessories. Developed with Lola\TBWA in Brazil, the activation invites customers to bring personal items such as jackets, hats, jeans, and bags to a participating store, where they are reworked with a textured finish inspired by fried chicken breading. Participation is unlocked through purchase, linking the customization process directly to the core product experience.
The customization process uses sherpa fabric and hand-sewn techniques to replicate the uneven, layered surface of KFC’s coating, translating a food-based visual identity into material form. Items are collected, treated, and returned over several weeks, emphasizing craft and exclusivity rather than mass production. The project launched during São Paulo Design Week with an installation styled as an atelier.
Image Credit: KFC Brazil