Italian fashion brand GCDS recently collaborated with beverage giant Pepsi for a limited edition capsule. A carbonated soft drink company joining forces with a fashion brand seems… ermm…puzzling? This is not the first time we’re seeing a food and fashion company work in tandem. Homegrown jewel Huemn, Spanish house Balenciaga and many others have dipped their toes in such partnerships and come up with interesting, sometimes questionable designs. We blame the coming together of such clashing aesthetics and design languages for the final product.
Here’s a roundup of such moments where fashion fanatics were either left drooling or rolling their eyes into another dimension (occasionally).
Pepsi X Huemn
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Co-founded by Pranav Misra and Shyma Shetty in 2012, HUEMN has always put forth a provoking array of designs with its eccentric visuals. With an increasing emphasis on messaging, it was not surprising to see the tie-up between Pepsi and the label, making it a first of its kind food x fashion synergy here in India.
Launched via a fashion show in Bombay, Bollywood actress Sara Ali Khan assumed the duties of a showstopper where the digitally sublimated prints and Pepsi engraved patchwork pieces made it exceptional showcase.
Lays X Balenciaga
Spanish luxury fashion house Balenciaga introduced multiple bags that resembled purses filled with potato chips back in October 2022 for their runway presentation during Paris Fashion Week. Reportedly costing over $1,500, the leather clutches precisely resembled a Lay’s bag and were available in a variety of colours to reflect different chip varieties.
Instead of a specific flavour name in this instance, the bags bore the brand name Balenciaga. Each bag had a zipper closure, a nutrition label printed on the reverse, and a glittery silver lining. Talk about details.
Moschino X McDonalds
While Jeremy Scott’s tenure might be over at Moschino, his creative imprint will never leave, come what may. Amongst the countless indelible collections helmed by the designer, the brand’s collaboration with McDonalds remains iconic. The red and yellow palette was an easy give-away, alongside the quintessential ‘M’ logogram and Happy Meal motif, native to the fast food corporation.
Pepsi X GCDS
For the Pepsi Zero premiere in Italy, fashion brand GCDS (Giuliano Calza Design Studio) and beverage giant Pepsi unexpectedly collaborated to create a limited edition capsule collection, which was showcased by the advertising campaign filmed in Los Angeles.
Titled What’s your Moment Zero?, stars Veneda Carter, Dita Von Teese, and Giuliano Calza were seen wearing pieces from the exclusive capsule collection featuring the iconic Pepsi colours and an all-over soda bubbles print.
Crocs X KFC
2020 gave birth to what one can call the wackiest, most unexpected food and fashion collaborations ever. Fried chicken fast food brand Kentucky Fried Chicken (KFC) and Crocs joined forces to co-create finger-lickin’ (or toe licking maybe?) pairs with a realistic Kentucky Fried Chicken pattern and a reference to the classic red-striped bucket.
The clog also included two detachable Jibbitz charms in the shape of a fried chicken drumstick. Too far? Fans sure will disagree.
Also Read: Celebrities Ditching Heels On The Red Carpet Is Certainly More Than A Fashion Statement
