Urban aesthetics and pop culture have articulated the proposal with which Pepsi paraded at Mexico Fashion Week. The soft drink brand created a collection of clothing for the occasion aimed at exploring the expression of its identity and personality in fashion and launching a new invitation to consumers to find new ways to reflect their style.
The collection has been created by the PepsiCo Design Mexico team
The initiative marked the first time that Pepsi is part of Volvo Fashion Week Mexico. The collection has been called “The Pepsi Club Collection” and has been conceived by the PepsiCo Design team, under the creative direction of Vasily KasSab.
The brand has reinterpreted sportswear and workwear from a contemporary perspective combined with both the brand’s visual identity and its cultural legacy. The result is a capsule collection made up of biker jackets, loose T-shirts with prints or sports suits with the Pepsi logo.
In addition, accessories were also created, such as bags, hats or scarves, inspired by the soda can. Thus, you can see ring-shaped closures, pendants in the shape of glass bottle cap buttons, vintage logos or monograms combined with elements from the skater world. All this mixing Pepsi’s corporate colors with others such as silver, black or electric blue, and textures such as vinyl or transparencies.
“This capsule celebrates collaborative design as a bridge between culture, innovation and fashion, taking us one step further in our mission to inspire our consumers to always express their style.”, commented Pepsi México through social networks.
The collection has been created to celebrate authenticity and self-expression, “In a collaboration that unites creativity and pop culture, Pepsi promotes its vision through a catwalk that will mark history in the Mexican fashion scene”; includes the Volvo Fashion Week Mexico website. “Breaking the mold, inspiring people to live with their own attitude and style on and off the catwalk. Because fashion, like Pepsi, never stops reinventing itself”.
As stated Vogue Mexicothe staging of the Pepsi show at Mexico Fashion Week sought to accompany the aesthetics of the collection. Thus, they decided to create an electric atmosphere through the use of flickering lights, a minimalist white set, metallic touches and electronic music.
