In today’s culture, the bolder and stranger it is, the faster it spreads. Gen Z doesn’t just follow trends, they turn them into identity. KFC, a brand built decades ago, wasn’t part of that conversation until it became something you could wear.

Turning KFC’s most iconic asset, its crunch, into a material Gen Z could wear. In Crunch Couture, we created tailor made pieces inspired by the texture of KFC’s fried chicken. Launched during São Paulo Design Week, the collection invited youngsters to take part.

Consumers could bring their own clothes and customize them through purchase of fried chicken buckets. After leaving their items, they received their customized pieces at home triggering a second wave of organic content, as people showcased their one-of-a-kind creations. By turning participation into content, Gen Z didn’t just consume KFC,  they started wearing it.