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Gen Zers and millennials today aren’t shy about telling you who, or in some cases, what they’re wearing. Even if the “what” happens to be fast food. Think: Taco Bell swimsuits, KFC sweatshirts and Auntie Anne’s fanny packs. It’s just the latest effort by marketers to engage younger consumers—and this hot new foodie fashion trend appears to be working.
Over the past year, marketers have launched Instagram-worthy clothing lines that embrace both fashion and kitsch. To promote its all-pink candies packages, Starburst teamed with Project Runway winner Erin Robinson on a line of T-shirts, sweatshirts, pink denim jackets and neon signs celebrating the “I am a pink Starburst” meme (to be referred to as a “pink Starburst” means you’re someone special).