Quaker Oats and Uncommon hijack London Fashion Week with a dress made from porridge
London Fashion Week had a shock to the system when Quaker Oats crashed the scene with a dress made entirely of porridge, including oat covered boots.
Designed by creative studio Uncommon and worn by TikTok influencer Lily Rose (2 million followers), the oat couture fit turned heads and raised eyebrows from those passing by.
Quaker’s bold move pokes fun at conventional "pretty" fashion, taking inspiration from the bizarre, where “ugly” is often celebrated as avant-garde. From Balenciaga’s trash-bag purses to Crocs on the catwalk, the industry has long embraced the unconventional. Now, Quaker is stirring the pot - quite literally - on what it really means to be fashion-forward.
The dress launches the brand's upcoming ‘Deliciously Ugly’ campaign - visually manifesting its sentiment.
Quaker isn’t as beautiful, colourful or trendy as other cereals. But that’s because it’s real food - unfiltered. So just like the fashion industry - a category obsessed with looks - Quaker is proud to say it’s deliciously real, ‘deliciously ugly’.
Speaking about the look, Lily Rose challenged beauty standards, saying, “Sometimes, we try to be too perfect - we’re all ugly sometimes. People need to embrace it more.” She then sealed the moment by shaking the interviewer’s hand - pulling real porridge from her handbag in the process.
Credits
Brand: Quaker Oats
Project Name: The Porridge Dress
Creative Studio: Uncommon
Production Company: We make stuff
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