# Custom QSR Fashion The KFC Tailor Made Couture Turns Fried Chicken Texture into Wearable Design By Amy Duong | Published 2026-04-02 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/kfc-tailor-made-couture References: [instagram](https://www.instagram.com/kfcbrasil/)  The '[KFC](https://www.trendhunter.com/trends/kfc-x-boxlunch) Tailor Made Couture' campaign transforms the brand’s signature crispy coating into a tactile design language applied to everyday garments and accessories. Developed with [LolaTBWA](https://www.trendhunter.com/trends/the-kfc-wardrobe) in Brazil, the activation invites customers to bring personal items such as [jackets, hats, jeans, and bags](https://www.trendhunter.com/trends/pickle-puffer) 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 ## Trend Insights (Trend Hunter) - Score: 8.3/10 - Popularity: 94% | Activity: 85% | Freshness: 70% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Food-inspired Fashion:** Aesthetic translation of culinary textures into fabrics reveals new sensory design languages that could redefine brand-driven apparel and limited-edition collections. - **Experiential Brand Customization:** Customization tied directly to product purchase fosters immersive, reward-linked experiences that blur the line between consumption and personalized craftsmanship. - **Craft-based Upcycling:** Hand-sewn, atelier-style rework of consumer items highlights artisanal upcycling as a premium alternative to mass production with potential for high-margin niche services. ### Where This Applies - **Fashion Retail:** Retailers could leverage tactile, narrative-driven garments to create differentiated in-store activations and exclusive product drops that elevate brand loyalty. - **Quick-service Restaurants:** QSR brands experimenting with tangible extensions of their visual identity point toward new revenue streams and deeper customer engagement beyond food sales. - **Textile Manufacturing:** Material innovation adapting unconventional textures like food breading indicates opportunities for specialty fabrics and novel treatment processes that serve experiential designers. ## Related on Trend Hunter - [Mother's Day Jewelry Collections](https://www.trendhunter.com/trends/jewelry-pieces-for-mothers-day.md) - [Minimalist Footwear Retail Designs](https://www.trendhunter.com/trends/owiu-design.md) - [Industrial-Style Jewelry Collections](https://www.trendhunter.com/trends/allenki.md) - [Luck-Inspired Delicate Jewelry Lines](https://www.trendhunter.com/trends/lucky-spring.md) - [Multi-Drink Desk Accessories](https://www.trendhunter.com/trends/multidrink-desk-accessory.md) - [Smartphone-Integrated Water Bottles](https://www.trendhunter.com/trends/emotional-support-bottle.md) - [Sculpturally Stunning Bathhouse Installations](https://www.trendhunter.com/trends/flamingo-estate.md) - [One-Handed Baby Wipe Dispensers](https://www.trendhunter.com/trends/biom-one-handed-wipe-kit.md) - [Elegant Spring-Forward Experiences](https://www.trendhunter.com/trends/experience-spring-in-bloom.md)