COLA LIGHT GOES LUXE

Italian designers for Milan Fashion Week S/S 2010

When I first arrived to Florence, I thought it was normal to be served a Diet Coke in a Missoni decorated bottle---I was, however, in Italia, land of fabulous fashion and 3 euro Coke's. I quickly learned that this was not the norm, yet, a very generous collaboration called "Tribute to Fashion".  Donatella Versace, Marni's Consuelo Castiglioni, Angela Missoni and Alberta Ferretti are some of the designers who lent their talents to the soft drink bottles. The all-female team came up with the designs to help raise money for the Milan for Abruzzo charity project. An earthquake hit the region last year and the charity helped young women from the area find scholarships.

Gianfranco Ferre

This year, for the second edition of "Tribute to Fashion", Tommaso Aquilano and Roberto Rimondi, Creative Directors of Gianfranco Ferré, drew inspiration from four of the house's signatures: a rich croc texture, an Obi belt, a white silk shirt, and the brand’s identifying symbol: the Signature Pin - all of which celebrate the famous Contour bottle. Ferragamo and Armani Jeans also participated in this years installment for MIlan Fashion Week. Most bottles are available at La Rinascente department stores-- in Italia only--sorry!!

Karl Lagerfield