After the unexpected collaboration with Barilla in 2019, GCDS is strengthening its ties with the food industry and partnering with Pepsi.
Wearing pieces of the GCDS x Pepsi collection, talents in the clip appear in a traditional American diner while flicking through glossy magazines or writing the lyrics of a rap song, overall dreaming about what eventually became their respective jobs in real life. Calza interprets the diner’s waiter, who in between taking orders sketches the Morso heels and imagines a life as a creative director in fashion.
The short clip will be promoted online and on social media throughout the summer, while billboards will mushroom in the different cities to coincide with the opening of the GCDS x Pepsi pop-up stores. “Pepsi has always had a drive for innovation and for such a strategic launch like the one of Pepsi Zero in Italy we have decided to team up with GCDS, a reference brand in the new Made in Italy luxury, to create a relevant campaign that will develop throughout 2023,” said Marcello Pincelli, chief executive officer of PepsiCo Beverages Italia, adding that the result “respected the initial mission of blending the values of both brands in the best possible way.
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