Pepsi’s got a brand new look
Pepsi and Vogue Italia showcase 'Pulse of New Talent' collection and celebrate the works of 10 global emerging fashion designers.
October 30, 2014
by Canadian Packaging Staff
PURCHASE, NY—The culmination of a 10-month partnership program, Pepsi debuts its latest global fashion collaboration, “The Pulse of New Talent” collection in partnership with Vogue Italia.
In celebration of Vogue Italia‘s 50th anniversary, the two iconic brands have partnered to identify and showcase 10 cutting-edge, emerging design talents from around the world to create a 20-piece fashion collection featuring men’s and women’s clothing and accessories.
Presented in full during the Vogue Fashion Dubai Experience 2014 on October 30-November 1, 2014, “The Pulse of New Talent” collection captures the essence of youthful excitement, energy and self-expression through the fresh lens of 14 distinct personalities culled from six countries representing an exciting, international world-view.
The designers include: Masha Reva (Ukraine), Stella Jean (Italy), Suno (USA), Little Shilpa (India), Plore (China), Madiyah Al Sharqi (United Arab Emirates), Au Jour Le Jour (Italy), Miuniku (India), Lulwa Al Amin (Bahrain) and William Okpo (USA).
“Pepsi goes beyond refreshment in a can—it is an iconic lifestyle brand known the world over with creativity and culture as a touchstone of our DNA,” says PepsiCo Global Beverage Brands senior vice-president and chief marketing officer Kristin Patrick. “In keeping with that heritage, we want to reward, honor and showcase creativity in all its forms, as well as the people who make it now. This partnership with Vogue Italia is a perfect opportunity to support a whole new generation of talent.”
The 20-piece collection features inspired and inventive designs—from a visionary visor and imaginative tops and jackets, to youthful swimwear and architecturally inspired outerwear and accessories including bags.
Within a collection rich with talent and creativity, Pepsi identified one in particular – the Ukraine’s Masha Reva – as a designer destined for greatness. To help Reva continue on her design journey, Pepsi will support the development of her brand with a $50,000 investment.
Reva will joins fellow “Pulse of New Talent” designers in Dubai, UAE for the Vogue Fashion Dubai Experience 2014, which returns to the United Arab Emirates metropolis for a second consecutive year to stage exclusive events developed to support emerging talents in fashion. The event, organized by Emaar in partnership with Vogue Italia, takes place at The Dubai Mall.
“Dubai is pulsing with energy and talent; a city truly emerging as a 21st fashion capital. As a leader in the fashion industry, we continue our mission to support up and coming designers and are proud to partner with Pepsi to host these talented 10 on a global stage to share their creativity with the world,” says Vogue Italia editor-in-chief Franca Sozzani.
“We were incredibly impressed with the level of sophistication, vision and design capability that these young creatives brought to our partnership,” adds PepsiCo senior vice-president and chief design officer Mauro Porcini. “Their re-imagination of our color palette and iconic logo put a refreshing spin on ‘The Pulse of New Talent’ collection and they are no doubt the talents who’ll be creating the designs and culture of our future.”
The Pepsi x Vogue Italia collection follows the success of the iconic cola’s first-ever global fashion capsule collection, the “Live for Now Collection,” which featured six global designers and was available at influential international retailers including Bloomingdale‘s in the U.S., colette in Paris and Liberty of London. In addition, 2014 marked the brand’s exclusive partnership for fashion collaborations with Bottletop, a British luxury accessories brand, supporting the Narciso Rodriguez (heart) Bottletop Collection.
PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales, including its main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola. For more information, visit www.pepsico.com.