Quaker Brings 'Oat Couture' to London Fashion Week

London Fashion Week got a shock to the system last week - 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 (two 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’. Stay tuned for more to come.

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. Watch the interview on TikTok and Instagram as well as The Evening Standard interviewing Lily Rose on the day too. 

The dress has racked up way over five millions views across socials with mixed reviews, comments include: 

‘OAT COUTURE’ 

‘Delicious!!’

‘This is sick’

‘What have I just seen 😂’ 

‘ICONIC’ 

'Ewwwww what?!' 

Food-inspired fashion isn’t new, of course. Lady Gaga’s infamous meat dress at the 2010 VMAs made history, and musician Tyla recently shocked the Met Gala in a gown that crumbled into sand. More recently, Emma Stone turned heads with a popcorn dress, proving that edible aesthetics are having a moment. But Quaker’s porridge couture takes things one step further, proving that even breakfast can have its moment on the runway. 

One thing’s for sure - this look is ugly in all the right ways. 

This marks Uncommon’s second major Fashion Week stunt, following last year’s Ratboot takeover at New York Fashion Week. The viral moment saw the studio introduce a grotesque, oversized boot inspired by the city’s infamous subway rats. Complete with a curled tail and rubberised fur, the Ratboot sparked debate about beauty, disgust, and fashion’s willingness to embrace the absurd. Now, with their latest porridge-powered piece, Uncommon continues to push boundaries.