Subway has launched a new marketing campaign right in the heart of a place where sandwiches seldom go: New York Fashion Week. The Project Subway campaign, aimed to publicize its “$5 ANY regular footlong” promotion throughout the month of “SUBtember,” took place on September 11th at Chelsea Piers’ Pier 59 Studios.

For those wondering how Subway managed to link its products to the famous fashion frenzy in Manhattan, it’s quite simple: they featured a number of designs made entirely from items found at Subway restaurants, such as sandwich wrappers and napkins. Subway reports that its designers used 1,500 sandwich wrappers, 1,100 plastic sandwich bags, 500 gift cards, 200 straws, 100 salad bowls, 75 pizza boxes, and 400 cookie bags for the designs. Subway also went out of its way to stress that all of the materials are eco-friendly, in order to highlight the sandwich chain’s sustainability efforts. That should draw a nod of approval from NY Mayor Mike Bloomberg (so long as they didn’t utilize any 32 ounce soda cups, of course).

The panel judging the designs will feature gold medalist Nastia Liukin, “Project Runway” veteran Althea Harper, “City Girl Diaries” star Raina Seitel, 2013’s Mrs. Connecticut, and – unsurprisingly – the legendary Jared “Subway Guy” Fogle.

Lest anyone see this attempt as coming out of left field, Subway executives have stressed that their sandwiches – much like high fashion – are all about individual customization and creativity. Just don’t expect Yves Saint-Laurent to be rolling out blouses made of onions and sandwich wrappers on the catwalk anytime soon.