The global food and beverage leader PepsiCo in collaboration with the Italian edition of Vogue fashion magazine ‘Vogue Italia’ featured its latest global fashion collaboration at the just held instalment of Vogue Fashion Dubai Experience 2014.
Aimed to mark the 50th anniversary of the fashion magazine, the event showcased a 20-piece collection entitled The Pulse of New Talent created by a group of 10 cutting-edge, emerging design talents from around the world.
The line featured men’s and women’s clothing including tops, jackets, youthful swimwear and architecturally inspired outerwear as well as accessories by names like 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).
While speaking about the event, the Editor in Chief, Vogue Italia, Franca Sozzani, says “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.”
Kristin Patrick, the Senior Vice President and Chief Marketing Officer, PepsiCo Global Beverage Brands, spoke about the association in a statement, “This partnership with Vogue Italia is a perfect opportunity to support a whole new generation of talent.”
The cola company’s Senior Vice President and Chief Design Officer, Mauro Porcini, talked about the featured designers, “We were incredibly impressed with the level of sophistication, vision and design capability that these young creatives brought to our partnership. 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.
Started in October 2013, Vogue Fashion Dubai Experience, which originally is a brainchild of Vogue’s Sozzani, is a unique platform to promote raw Middle Eastern talents and establish Dubai as a global fashion destination.
Vogue Italia comes out in 12 issues each year and includes important supplements such as Vogue Unique, dedicated to high fashion and luxury, Casa Vogue, a unique showcase of interior designers, Shopping in Vogue and Beauty in Vogue.
PepsiCo’s wide range of product portfolio includes some 22 brands, such as Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola, that generate more than $1 billion each in annual retail sales. (PB)