Last week, Chipotle released a new campaign that closes the gap between culture and branding, and at Lento we love it. You never know when a brand from one industry will look, sound and act exactly like another from a completely different market. Everything is a remix, some say. Here, a fast-food chain borrows fashion’s language, and that imagined limit blurs a little more.

The Mexican grill brand is launching a “big ass bag for a big ass family meal”. Those were their words, not ours. It comes with a fashion twist and Notorious B.I.G. rapping in the background.

Created by agency Gut Miami, the one-minute film breathes and speaks fashion. For a moment, it looks like a Zara ad. Then you notice the huge Chipotle bag that someone is wearing. The brand introduced a comically oversized version of its signature brown takeout bag, three feet wide with a 170-liter capacity, and shot it like a high-fashion accessory.

Fernando Machado, Chipotle’s chief brand officer, said: “We took one of the most recognizable parts of the Chipotle experience, gave it an outsized upgrade and created something that’s impossible to miss. It’s fun, it’s ridiculous and it’s exactly the kind of thing we knew our fans would want to get their hands on.”

The Family Meal feeds four to six people, so you build your own tacos or bowls with friends, just like the hungry models in the film. The bag is what makes a group order feel like an event.

And here’s the trick: if you’re a U.S. Chipotle Rewards member and buy a Family Meal through the app or website, you enter a sweepstakes to win one of the limited-edition bags. It runs through November 10.

There’s also a hungry second market in view. Beyond the fashion aesthetic, the brand seems to be positioning the bag as a precious item, a high-luxury special edition that could sell for hundreds of dollars in a few years. Let’s see what the market says.

Fashion has always turned ordinary objects into status symbols. Chipotle just started with a takeout bag.