Women’s pockets are impractically small, teensy-tiny cosmetic enhancements to design rather than function. On average, they’re 48% shorter and 6.5% narrower than men’s. Forget fitting a phone. Sometimes, they can’t even handle a lipstick. Meanwhile, men get deep, functional pockets – big enough to hold wallets, keys, and the biggest iPhone. KFC and R/GA are calling it a pocket-sized injustice that’s been stitched into fashion for far too long.
KFC knows a thing or two about pockets. The KFC Pockett is the gold standard of grab-and-go convenience – compact, perfectly proportioned, never bulky. If men’s pockets can easily fit a crispy golden wrap, shouldn’t women’s pockets too?
This International Women’s Day, KFC, Singapore-based denim label, Pinheads, and R/GA are teaming up to have a little fun with fashion’s tiny pocket problem.
Enter The Pocket Fix, a bold, one-of-a-kind denim pocket inspired by the exact dimensions of a KFC Trio Pockett (13.5cm x 19cm). Crafted from Japanese denim and blending KFC’s signature elements, bold red and white stripes, the Colonel’s bolo tie – with Pinheads’ signature parallel tacks, and metal hardware rooted in classic denim heritage. The Pocket Fix isn’t just practical; it’s a playful fashion statement.
“In womenswear, pockets are often designed with aesthetics in mind rather than functionality, leaving us with impractical pockets that can’t even hold a phone, stated Jalene Seah, co-founder of Pinheads. “Our Pocket Fix collaboration with KFC, inspired by the KFC Pockett’s unique shape and dimensions, allowed us to create a pocket that is not only spacious and practical but also stylish – proving that you don’t have to choose between form and function.”
“Women have been complaining about tiny pockets for years. We want everyone to have pockets big enough to fit a KFC Pockett,” added Jaslyn Lam, marketing ∂irector at KFC Singapore. “We hope The Pocket Fix makes people smile – and maybe even makes fashion take note.”
Carmen Ang, Senior Art Director at R/GA, commented, “The moment we realised our KFC Pocketts wouldn’t even fit in our own pockets, we had to laugh – because, let’s be real, women’s pockets are kind of a joke. The idea clicked with everyone, no matter their gender. So, this International Women’s Day, we wanted to create something fun (and actually functional) to shine a light on the issue.”
Singaporean influencers, including Ian Thio, Kelly Tan, and Queenie Lim, are helping KFC turn its pocket rebellion into a movement, stitching The Pocket Fix onto pocketless pants and dresses and showing off their pocket fails on social media. Using #PocketFix, they’ll call out the lack of functional pockets in women’s fashion – because, really, how hard can it be? And to keep the movement going, the special KFC Pockett pocket pattern will be available on Pinheads’ website, so anyone can download it and create their own pockets.
From March 6 to 19, 40 lucky winners can receive a custom Pocket Fix by sharing their most epic pocket fails on their favourite influencer’s post. The best stories will win an invite to a fashion shoot captured by a female photographer, turning a personal frustration into a bold statement. The movement wraps up at KFC Kallang, where influencers and winners will transform the restaurant into an unexpected fashion runway.
Credits:
Client: KFC Singapore
Director of Marketing and Food Innovation: Jaslyn Lam
Senior Marketing Manager: Ginger Soon
Assistant Brand Manager: Elizabeth Lee
Brand Manager: Florence Sjah
Senior Marketing Executive: Alison Ang
Marketing Executive: Yoshini Mahalingam
Manager, Digital Marketing: Teressa Lee
Senior Executive, Digital Marketing: Suthan Udayakumar
Executive, Digital Marketing: Gavin Tay
Creative Innovation Company: R/GA Singapore
Executive Creative Director: Ed Cheong
Creative Director: Reagan Raj
Senior Art Director: Carmen Ang
Copywriter: Jovi Harrison
Video Editor: Windra Pradipta
Senior Producer: Yahshni Murugayan
Senior Account Director: Miguel Martinez
Group Strategy Director: Roana Bianca Brito
General Manager: Marianne Whitman
Managing Director: Krishnan Menon
Fashion Label: Pinheads
Lead Designer & Co-Founder: Jalene Seah
Co-Founder: Jonathan Liew
