SUBWAY takes on Fashion Week

 
Sept. 6, 2013

Designers will create ensembles using only restaurant materials Wednesday as part of Project SUBWAY, during Nolcha Fashion Week at Chelsea Piers' Pier 59 Studios in New York City.

The competition challenges designers to create innovative and memorable pieces made entirely out of anything found at SUBWAY units, such as sandwich wrappers and napkins, salad bowls and gift cards. The eco-friendly creations will highlight the chain's goal of reducing its overall environmental footprint, said Tony Pace, SUBWAY's global chief marketing officer.

Judges include gold medalist Nastia Liukin; Project Runway alum Althea Harper; Raina Seitel, media personality and star of Style Network's City Girl Diaries; Mrs. Connecticut 2013, Lori Ann Marchese; and Jared, "The SUBWAY Guy." The panel will critique all of the looks and will then choose the winning design at the show's finale. The winner will have their dress displayed at a SUBWAY restaurant in midtown Manhattan throughout the weekend and also will receive free SUBWAY footlongs for a year.

"While folks might not readily equate footlongs and fashion, there are some similarities between the two," Pace said. "Both allow for individualized customization and creativity. We're glad to provide designers a new venue to express their unique style on the runway."

This is not the chain's first foray into fashion. Over the past three years, SUBWAY Famous Fans Torah Bright, Debbie Phelps, Laila Ali and Liukin have all walked in The Heart Truth Red Dress Collection Fashion Show to spread awareness of women's heart health issues on behalf of the SUBWAY brand.

Participating designers from Nolcha Fashion Week include Danilo Gabrielli, Jennifer Henry, Mariana Valentina and Ainslee Bowers. Project SUBWAY and Nolcha Fashion Week will take place at Chelsea Piers' Pier 59 Studios on the West Side Highway at 18th Street.

With sustainability serving as a key pillar of the SUBWAY brand, all eight looks will be made almost entirely out of packaging materials, many containing recycled content, the company said.

Read more about marketing.


Topics: Marketing / Branding / Promotion , Sustainability


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