Home  › Marketing › Strategies
project-subway-02

Subway Goes High Fashion With #ProjectSubway

  |  September 12, 2013   |  Comments

The challenge asked designers to create dresses from inedible items found at Subway restaurants.

project-subway-02With locations in more than 77 airports worldwide, quick service chain Subway is perhaps more closely aligned with airplane runways than the fashion variety, but that didn't stop the brand from hosting Project Subway, "an unexpected fashion event" to celebrate its Subtember and $5 Any Footlong offer in September.

Subway, which calls itself the world's largest restaurant chain, says Project Subway is "a fashion contest with a twist" that challenged designers to create "innovative and memorable pieces made entirely out of anything found at Subway restaurants from sandwich wrappers and napkins, to salad bowls and gift cards." In other words, anything except edible ingredients was fair game.

Subway says sustainability is "a key pillar of its brand," so all eight looks were made almost entirely out of materials that contain recycled content.

"These chic yet eco-friendly creations highlight the chain's goal of reducing its overall environmental footprint," Subway says.

Photos of the designs on the runway will be posted on the Subway Facebook page following the show. Subway has 24.4 million fans.

In addition, @Subway tweeted about #ProjectSubway to its 1.6 million followers. The designers also tweeted using #ProjectSubway, along with the judges, generating about 100 mentions.

The panel of judges included: Olympic gold medalist Nastia Liukin; Althea Harper, Season 6 runner-up of "Project Runway"; Raina Seitel, media personality and star of Style Network's "City Girl Diaries"; Lori-Ann Marchese, Mrs. Connecticut 2013; and Melanie Brown, "America's Got Talent" judge and former Spice Girl.

Naturally, the event was hosted by Jared the Subway Guy.

"We wanted to reach a different demo by entering the fashion conversation which differs from our sports themes, during fashion's biggest week in America," a Subway rep says.

According to Subway, the panel critiqued the looks and chose the winning design at the show's finale. The winner will have his dress displayed at a Subway restaurant in midtown Manhattan throughout the weekend and will receive free Footlongs for a year.

Participating designers from Nolcha Fashion Week include Danilo Gabrielli, Jennifer Henry, Mariana Valentina, and Ainslee Bowers.

Gabrielli was ultimately declared the winner.

In the end, the Project Subway Collections were created using 2,509 sandwich wrappers, 1,926 grocery bags, 1,321 plastic sandwich bags, 873 napkins, 633 cookie bags, 593 straws, 504 gift cards, 107 salad bowls, and 79 pizza boxes, Subway says.

"In celebration of New York Fashion Week, we hosted Project Subway to challenge fashion designers to create couture made only of Subway materials. Subway restaurants and fashion go hand in hand - both allow for customization and creativity, with your Subway footlong, and in this case, with the looks the designers created," the rep adds.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...
    • Senior Paid Search & Advertising Manager
      Senior Paid Search & Advertising Manager (Smarty Had A Party) - St. LouisCompany Description: A warm, loving, [slightly wacky] startup, we view...