Subway Project

     
            Subway created a very interesting advertising campaign as a contest presented on the New York fashion week were young designers were inspired to created dresses for the red carpet made of promotional items used in the Subway restaurants. Napkins, sandwich wrapper, salad bowls, etc were among the used materials. The models were quite technical and well developed in terms of silhouettes, details and color combinations which wasn't that much improved in the State of Dress project for example.
            Another well developed aspects were the comfort and the sexuality which are noticable about the dresses. The shapes are following the forms of the female body and most of the reveal great part of the legs and decolletage.

Analysing that campaign from a commercial point of view (as I already have a degree in Advertising), I was really impressed from the chosen approach. Combining fast food restaurant with fashion and skinny sillhlouettes is perfect way to distuingish your brand from the others, because usually fast food is being associated with unhealthy food regime and overweight. Therefore, theoretically this campaign looks simply ideal.

Surprisingly, while trying to analyse these costumes' impact on the audience by reading facebook comment on facebook, I noticed the opposite. Great part of the people share their negative opinion about the campaign and do not consider it as creative. Some support the idea of traditional campaigns including giving food or sponsoring the poor, other state that that project is waste of time and garbage. The biggest problem mentioned is the skinny look of the models and the bad example they give to young girls.

On the other hand, the possitive comment appreciate the idea of being creative in a different way and capture attention without wasting millions of money.
The great variety of negative comment could be often seen because of the opportunities which recently provides the social media. However, quite often the presence of so many critics is a prove of a noticeable and affective campaign, so I do believe Subway have made a great job while illustrating how DIY costumes could stand on the red carpet as shiny, lustrous and glorious next to the multimillion high level fashion.

References:
Admin, 2010.

Recycled packing material dresses seen at Project Subway Fashion Show[online]. n.d., Eco Friend. Available at: http://www.ecofriend.com/recycled-packing-material-dresses-seen-at-project-subway-fashion-show.html [Accessed 27/03/2014]

Lisa Lacy, 2013. Subway goes high fashion with #SubwayProject [online]. n.d.,  Clickz. Available at:  http://www.clickz.com/clickz/news/2294190/subway-goes-high-fashion-with-projectsubway

Sadie Whitelocks, 2013. Who ate all the foot-long subs? The catwalk collection (that we won't be wearing next season) made from hundreds of Subway wrappers [online]. n.d. Daily Mail. Available at:
http://www.dailymail.co.uk/femail/article-2419112/Subway-wrapper-dresses-appear-NYFW-collection-competition.html