• by Teresa Buyikian , February 10, 2025

New York Fashion Week is here, and with it all the pomp and pageantry of high-end couture that that only a select few can afford. Yet all those designer shows also dictate the overall consumer fashion trends at all price points for the next year. “Cottage Core” is definitely out for 2025. Up next? Introducing “Chip Core.”

Last week fast casual Mexican chain Qdoba announced a NY Fashion Week online campaign (stunt), introducing “Chip Core” as the next trend to hit fashionistas this season.

At the center of “Chip Core” are Qdoba’s “Chip Pants.” The custom full-length pants are designed with see-through pockets that run the length of each leg, containing the chain’s signature tortilla chips.

“We’re always looking for unexpected ways to connect with consumers and showcase our products in a fresh, fun and flavorful way,” said Kelsey Kraatz, senior manager of national media at Qdoba, in the announcement. “With the Chip Pants, we’re combining two passion points of the younger generation, food and fashion, allowing us to engage with this key audience in a memorable way.”

The brand cites a recent YouGov.com survey which found that Gen Z, Qdoba’s target audience, is the “more self-consciously stylish generation,” and more likely to say they’re “more fashionable than most people” (49.1% v. 42.3%) and that they keep up with current trends (45.4% vs. 40.8%).

“By tapping into the intersection of fashion and food, Qdoba is able to resonate with key younger audiences and make the brand more than just a place to eat, but part of the Gen Z and millennial lifestyle,” per the brand.

The Chip Pants won’t be available for sale “anytime soon,” according to Qdoba -- or ever? Fans will just have to learn about Chip Core through the pants’ adventures via the brand’s Instagram and Tik Tok, among other social channels.