KFC has chosen the unlikely backdrop of London Fashion Week for its latest "Pack More Into Lunch" challenge. The fast food brand is launching a new 500-calorie lunch option, called the Ricebox, and to mark the occasion asked British fashion designer Katie Eary to create an entire spring/summer 2016 catwalk collection in a single lunch hour.
Bartle Bogle Hegarty London's film shows how the task, which would normally take four months of painstaking preparation, is completed in just sixty minutes. A team of 100 people, made up of machinists, stylists, hairdressers and make-up artists, are all seen working frantically, stopping only for the occasional forkful of Ricebox. When the task is complete, there are cheers and applause and air kisses all round. One fashion blogger in attendance said, "In an hour, I probably couldn't even get dressed!"
As well as creating the collection, Katie Eary has designed limited edition packaging for the Ricebox, which serves chicken alongside spicy rice, bean salsa, sour cream, and lettuce. Katie Eary, best known for her work with celebrities including Kanye West, follows in the footsteps of rappers Chip, Kano and Wretch 32, who produced a music video in a lunch hour for KFC earlier this year.
London Fashion Week runs from Sept. 18-22.