Fashion often finds itself in the things we use daily and has the power to make them better. It can be found in cars, sports clothing, technology and even in one of the world’s favorite drinks.
The Coca-Cola Company has been a prime collaboration opportunity for high-end designers. It’s a globally seen canvas where they can provide a touch of their talents to the glass bottles and cans by coming up with a series of limited edition styles that will ultimately adorn them and give them an overall theme.
Fashion designers that have developed projects with Coca-Cola include household names like Jean-Paul Gaultier, Marc Jacobs, J.W. Anderson and Karl Lagerfeld.
Tanya Mehta, a fourth-year fashion marketing and management student said, “I think it’s an idea that goes well together. Fashion proves itself as an item that can adapt to anything.”
In 2012, Gaultier gave Diet Coke a haute couture makeover with three differently styled bottles. A night look which transformed the bottle into a female rocker during the later hours of the night, a day bottle that contained Breton stripes and a tattoo bottle that celebrated body art.
The late designer, Karl Lagerfeld of Chanel, contributed to the brand’s bottle designs by being a daily consumer of their Diet Coke. Since his 10-can-a-day consumption habit was well known, Coca-Cola decided to contact Lagerfeld with a joint project. He gave the bottles a chic but simple look that had his full silhouette on it, added a touch of pink to the bottle cap and placed his signature at the bottom.
Unconventional mediums are the perfect place for designers to make a staple that will last for years. These partnerships are a great reminder for students to always create and never reject an idea or opportunity just because it’s not traditional or within norm.
