Lettuce and tomatoes could be among this season’s best looks, as Subway takes to the runway.
The sandwich chain is debuting head-to-toe “veggie couture” looks at World MasterCard Fashion Week in Toronto. The capsule collection was created by Canadian designer Sunny Fong, who owns luxury women’s wear brand Vawk.
Subway’s fashion foray is a “different way to showcase the brand,” said Kathleen Bell, director of national marketing at Subway Restaurants Canada. “It’s a new audience, it’s a new space and it’s an innovative way to talk about our brand and get our message out.”
For the past two years, Subway Restaurants in the U.S. has held a fashion contest called “Project Subway” during Nolcha Fashion Week in New York. But this is the first time the brand is aligning with fashion in Canada.
“We decided to create a capsule collection versus having a competition in Canada,” said Bell. “We just found Sunny is a really good fit for us. He is a well-beloved young Canadian designer and he was willing to take our brand and make it ready to wear.”
Fong created six looks for Subway: two are veggie-inspired and two incorporate the Subway logo and yellow and gold accents. Two installation pieces that will be displayed at the show, but not worn on the runway, are made from Subway packaging.
“I love the fact that [Subway] is supporting Fashion Week,” Fong told Marketing. “We definitely need that support in our industry.”
The Vawk for Subway collection will kick off Fong’s fall/winter 2015 Dot Du Jour collection presentation on March 24.
Public relations for Subway is handled by Toronto-based Veritas Communications.
