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Video: Coca-Cola Collaborations Hit the Catwalk in NY, London

By:  Erin Abernathy Sep 17, 2013
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Red glitter tank top

Vintage Coke apparel inspired this red glitter tank, designed by Ashish.

A pair of Coca-Cola licensed collections hit the runway recently, closing New York Fashion Week with a new line from Marc Jacobs and opening London Fashion Week with an Ashish Gupta collection.

Model

This Coca-Cola top shines on the runway in London.

The collections were created through collaborations led by the Coca-Cola Worldwide Licensing team, which has launched successful partnerships with global fashion designers such as Jean-Charles de Castelbajac, Nigo and Arzu Kaprol. The ubiquitous nature of the Coca-Cola brand illustrates the role – simultaneously democratic and luxurious – it plays in pop culture.

Jacobs, an iconic American fashion designer known for putting a contemporary spin on vintage designs, created a lavishly Victorian line. He selected the iconic Arden Square logo to embellish the one hint of color in his lineup. View the full collection.

“It was really exciting to be part of the Marc Jacobs spring/summer 2014 collection,” says Becky Anderson, global licensing manager, Coca-Cola. “Our brand is all about discovery and moments of optimism, and I feel that is exactly what Marc did with his show.”

Ashish, a London-based fashion designer best known for his fusion of Western and Eastern cultures, developed a unique Coca-Cola collection that mixes sportswear, glamor and breathtaking craftsmanship. His inspiration came from examining what Coca-Cola stands for as a global brand.

“I am interested in drawing light to Coke’s unique global appeal, a Western pop brand phenomenon that is equally popular in the East,” Ashish said. “I’m just always inspired by American pop culture, and Coca-Cola is kind of the biggest brand. And I just love how the logo has been used so much – Andy Warhol and everyone – it's such an iconic thing in itself.” View the full collection.

“We are thrilled to collaborate with Ashish, and to be a part of his latest collection. His Coca-Cola designs celebrate both the optimism and ubiquity of the Coca-Cola brand,” said Marsha Schroeder, global licensing manager, Coca-Cola.

Kate Dwyer, Coca-Cola global licensing director, added, "Like fashion, Coca-Cola provides a positive, uplifting feeling to millions of people around the world. Coca-Cola continues to be a source of inspiration for designers due its rich history, strong visual icons and incredible brand following."