While global mega conglomerate Coca-Cola might not be the first brand you associate with showing a runway collection, you have to admit; they’ve managed to do it well. Showing at Fashion Rio earlier this month, the varsity sport-inspired Fall/Winter 2013 line features sheer jackets, tri-color leggings and rainbow-hued digital prints in textures of neoprene and nylon.
Coca-Cola Brazil first founded their fashion branch in 2008, enlisting a team of designers to create forward-thinking styles that manage to hold their own in the high-fashion field (without resorting to garish over-branding).
Will this consumer-to-fashion branding eventually have a knock-on effect with other companies? We can only guess. Who knows, come the Spring/Summer 2014 shows, perhaps we’ll be seeing collections from the likes of Starbucks, Mercedes or even, erm, McDonalds…
