Gen Z may or may not make the connection that Lola\TBWA’s new FKC campaign wants them to, but the agency is sure to have started a new fashion trend. KFC has released a limited edition of personalised crispy coating couture. The idea is that fashion celebrates what is different, exclusive, and impossible to copy – just like KFC’s crispy breading.
Brazilian fans buy a medium bucket of KFC fried chicken, take their own clothes to KFC’s store in São Bernardo do Campo, present their receipts, and the customised items will be returned to them with the ‘crispy breading’. Eligible items include bucket hats, tote bags, coats and jackets, jeans, skirts, and waist bags.
The customised collections were managed by Atelier by Amanda Lenzi. Each customised crispy couture piece was unique, exclusive, and impossible to replicate. Sherpa fabric was used, resembling the look and tone of KFC’s chicken breading, translating the brand’s signature crunch into fashion. The pieces are hand-sewn through a complex and delicate artisanal process, requiring more care and time than producing a garment from scratch.
The promotion ran for a limited time, from March 27 to March 29, as a special gift for fans of the brand, designed to bring KFC closer to its so-called ‘brand lovers’.
“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. The pieces emerge as an extension of this new visual code, establishing our ‘crunch’ as an element of fashion and design,” commented Fernanda Harb, marketing director of KFC Brazil.
The project kicked off with a brand installation as part of Design Week. BAFU – @barrafundaautoral, one of the most representative creative hubs of Design Week, hosted Colonel Sanders’ atelier, where selected pieces were customised with a touch of crunch.
“If fashion collaborates with brands, we decided to collaborate with an asset. KFC’s breading is one of the most recognisable visual codes out there. Fashion has many instantly identifiable codes, like plaid, weaving, or even thread colour. The difference is that ours is not only recognised – it’s loved. By bringing it into fashion, we turn a brand icon into the protagonist and take KFC into a space it doesn’t usually occupy, in a natural, relevant, and unexpected way,’ stated Leo Macias, CCO of Lola\TBWA.
This is not KFC’s first venture into fashion. KFC Australia launched KFC Couture in May 2023, a branded fashion merchandise line featuring streetwear inspired by the red-and-white striped bucket – hijacking Australia’s Fashion Week. The collection included varsity jackets, tees, hats, and socks, with profits supporting the KFC Youth Foundation for youth mental health.
KFC UK KFC UK has released several fashion ranges, including the Aries Gravy Drip in 2025, a 10-piece collection, featuring “distressed” gravy-brown leather jackets, oversized tees, and gold-detailed apparel; Sinead Gorey x KFC, also 2025, a designer collaboration for a London Fashion Week show featuring “Colonel chic” pieces and models holding KFC the brand’s website bags; and Hype Collaboration in 2022, a 47-piece range designed for festival-goers, including branded loungewear, “Bargain Bucket” caps, racer jackets, and a “Bucket Bag”.
Crispy Couture Credits:
Client: KFC Brasil
Client Team: Fernanda Harb, Anne Reder, Thabata Elvira, Leticia Strumillo, Otávio Pimentel
Creative Agency: Lola\TBWA Brasil
Chief Executive Officer: Carol Boccia
Chief Creative Officer:Leo Macias
Creative Directors: Mariangela Silvani & Leonardo Marques
Creatives: Rafael Misuta, Leonardo Barbosa, Thiago Dias, Luis Gustavo Da Costa, Karen Lopes, Diego Guerhardt
Traffic: Carolina Galastri
Content Producers: Marina Torres, Marcio Filho, Ana Kabbach, Jonas Peixe, Tiffany Cossa, Bruno Capelato
Influencer Marketing: Vitoria Merola
Chief Operating Officer: Aline Garcia
Business Team: Ana Benini, Evelma Silva, Jéssica Alencar, Julia Shaurich
Strategy Team: Analu Santos, Bruno Lobo, Cristiana Azeredo, Breno Strassacapa
PR: Amanda Brandão
Project Managers: Maressa Aucelli &Lindsay Oliveira
Chief Marketing Officer: Renata Valio
Media Team: Mirella Covaleski, Alan Rosendo, Vinicius Sacchi, Gabriela Casemiro
Chief Production Officer: Patricia Gaglioni
Product Production Company: TND Personalizados
Film Production: Sugarcane Filmes
Director: Igor Selingarde
Executive Producer: Elisa Mello
Director of Photography: Heitor Pontes
Production Company: Vide Films
Director: Jr Júnior
Executive Producers: Sandro Sabino & Ramon Abreu
Production: Casaas
Producer: Bárbara Cucatti
Music & Sound: French Fries Audio
Music Producer: Bernardo Massot
