SINGAPORE – Women’s pockets are a cruel joke, averaging 48% shorter and 6.5% narrower than men’s. Forget squeezing in a phone, some can’t even handle a lipstick. Meanwhile, men get roomy, functional pockets that can carry a wallet, keys, and a smartphone the size of a brick. It’s a design flaw stitched into fashion for too long.
KFC knows a thing or two about pockets. The KFC Pockett is the gold standard of grab-and-go
convenience – compact, perfectly proportioned, never bulky. If men’s pockets can easily fit a
crispy golden wrap, shouldn’t women’s pockets be functional too?
This International Women’s Day, KFC, Singapore-based denim label, Pinheads, and creative innovation company R/GA are teaming up to have a little fun with fashion’s tiny pocket problem.
Enter The Pocket Fix – a bold, one-of-a-kind denim pocket inspired by the exact dimensions of
a KFC Trio Pockett (13.5cm x 19cm). Crafted from Japanese denim and blending KFC’s signature elements—bold red and white stripes, the Colonel’s bolo tie – with Pinheads’ signature parallel tacks and metal hardware rooted in classic denim heritage, The Pocket Fix isn’t just practical; it’s a playful fashion statement.
“In womenswear, pockets are often designed with aesthetics in mind rather than functionality,
leaving us with impractical pockets that can’t even hold a phone,” said Jalene Seah, Co-founder
of Pinheads. “Our Pocket Fix collaboration with KFC, inspired by the KFC Pockett’s unique
shape and dimensions, allowed us to create a pocket that is not only spacious and practical but
also stylish – proving that you don’t have to choose between form and function.”
“Women have been complaining about tiny pockets for years. We want everyone to have
pockets big enough to fit a KFC Pockett.” said Jaslyn Lam, Marketing Director at KFC
Singapore. “We hope The Pocket Fix makes people smile – and maybe even makes fashion
take note.”
Carmen Ang, Senior Art Director at R/GA, added, “The moment we realised our KFC Pocketts
wouldn’t even fit in our own pockets, we had to laugh – because, let’s be real, women’s pockets
are kind of a joke. The idea clicked with everyone, no matter their gender. So, this International
Women’s Day, we wanted to create something fun (and actually functional) to shine a light on
the issue.”
The Pocket Fix isn’t just a campaign, it’s a movement inspiring conversations about fashion. Singaporean influencers like Ian Thio, Kelly Tan, and Queenie Lim are leading the charge, showing off their pocket fails and stitching The Pocket Fix onto pocketless outfits. Using #PocketFix, they’re calling out the lack of functional pockets in women’s fashion—because, seriously, how hard can it be?
To keep the momentum going, Pinheads is releasing The Pocket Fix pattern for free on their website, so anyone can DIY their own. And for 40 lucky winners, sharing their most epic pocket fails with their favorite influencer could score them a custom Pocket Fix—plus an invite to an exclusive fashion shoot turning frustration into a bold statement.
The campaign wraps up at KFC Kallang, where influencers and winners will turn the restaurant into an unexpected fashion runway. Because, honestly, if fast food can get pockets right, why can’t fashion?
CREDITS
Client: KFC Singapore
Director of Marketing and Food Innovation: Jaslyn Lam
Senior Marketing Manager: Ginger Soon
Assistant Brand Manager: Elizabeth Lee
Brand Manager: Florence Sjah
Senior Marketing Executive: Alison Ang
Marketing Executive: Yoshini Mahalingam
Manager, Digital Marketing: Teressa Lee
Senior Executive, Digital Marketing: Suthan Udayakumar
Executive, Digital Marketing: Gavin Tay
Creative Innovation Company: R/GA Singapore
Executive Creative Director: Ed Cheong
Creative Director: Reagan Raj
Senior Art Director: Carmen Ang
Copywriter: Jovi Harrison
Video Editor: Windra Pradipta
Senior Producer: Yahshni Murugayan
Senior Account Director: Miguel Martinez
Group Strategy Director: Roana Bianca Brito
General Manager: Marianne Whitman
Managing Director: Krishnan Menon
Fashion Label: Pinheads
Lead Designer/Co-Founder: Jalene Seah
Co-Founder: Jonathan Liew
The post KFC & R/GA serves up a pocket sized fix for a fashion sized problem with label Pinheads appeared first on adobo Magazine Online.