The Hayley Elsaesser TaCoat is Designed Alongside Taco Bell
Jana Pijak — March 13, 2017 — Marketing
References: facebook & hayleyelsaesser
Fashion designer Hayley Elsaesser and Taco Bell Canada recently teamed up to create the 'TaCoat,' an outerwear staple that celebrated the fast food giant's menu in an unexpected way. Boasting a pastel taco print, this limited edition statement coat was designed by Hayley and a group of Taco Bell fans who were given a chance to collaborate with a sketch artist virtually through the brand's Facebook page. This online brainstorm session allowed the social media users to contribute ideas in real time and illustrated the brand's Millennial appeal. “The love that our fans have for Taco Bell, as well as the arts, inspired us to do something special and unlike anything we’ve done before. It was an easy decision to partner with Hayley Elsaesser to bring our vision to life,” said Katelyn Zborowski, Associate Marketing Manager for Taco Bell Canada.
"The inspiration behind it was bringing my fun printed aesthetic and colors, and matching that with the fun aesthetic of Taco Bell. For me, the collaboration was an escape, and something new and challenging that I was excited to be a part of," said Elsaesser about the partnership.
The TaCoat was showcased in the brand's signature purple shade -- made lighter and more muted to match the designer's youthful and nostalgic aesthetic -- and featured aqua and teal green accents. The garment was also designed for Canadian winters and was equipped with insulated pockets and a hood. Though a one-off piece, the garment was awarded to a lucky fan via a contest held on Taco Bell Canada's Facebook page last month.
"The inspiration behind it was bringing my fun printed aesthetic and colors, and matching that with the fun aesthetic of Taco Bell. For me, the collaboration was an escape, and something new and challenging that I was excited to be a part of," said Elsaesser about the partnership.
The TaCoat was showcased in the brand's signature purple shade -- made lighter and more muted to match the designer's youthful and nostalgic aesthetic -- and featured aqua and teal green accents. The garment was also designed for Canadian winters and was equipped with insulated pockets and a hood. Though a one-off piece, the garment was awarded to a lucky fan via a contest held on Taco Bell Canada's Facebook page last month.
Trend Themes
1. Fast Food Fashion Collaborations - Collaborations between fast-food chains and fashion designers are becoming a trend that allows for creativity and brand reinvention.
2. Virtual Collaboration for Product Design - Virtual brainstorm sessions for product design with social media users allow brands to strengthen their appeal and create unique products.
3. Limited Edition Statement Pieces - Limited edition statement pieces create a sense of exclusivity and fan engagement for brands and offer innovative opportunities for product development.
Industry Implications
1. Fast-food Industry - Fast-food chains can benefit from collaborations that integrate their brand identity with fashion and design, opening up opportunities for new marketing strategies.
2. Fashion Industry - Fashion designers can expand their brand reach through collaborations with fast-food chains and create unique pieces.
3. Social Media Industry - Social media platforms offer the opportunity for virtual collaboration between brands and users, making product design and development more interactive.
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