PepsiCo® showcased its latest global fashion collaboration, “The Pulse of New Talent” in partnership with Vogue Italia at Vogue Fashion Dubai Experience 2014. In celebration of Vogue Italia’s 50th Anniversary, the two iconic brands partnered to identify and showcase 10 cutting-edge, emerging design talents from around the world, including two regional designers, Madiyah Al Sharqi from United Arab Emirates and Lulwa Al Amin from Bahrain.
The 20-piece fashion collection featuring men’s and women’s clothing and accessories is designed to capture the essence of youthful excitement, energy and self-expression through the fresh lens of 14 distinct personalities culled from six countries representing an exciting, international world-view. Other designers include Masha Reva (Ukraine), Stella Jean (Italy), Suno (USA), Little Shilpa (India), Plore (China), Au Jour Le Jour (Italy), Miuniku (India) and William Okpo (USA).
Madiyah Al Sharqi and Lulwa Al Amin joined Masha Reva at an exclusive media launch hosted by Pepsi and Vogue Italia held during the Vogue Fashion Dubai Experience 2014. The Vogue Fashion Dubai Experience 2014, organized by Emaar in partnership with Vogue Italia, returns to the United Arab Emirates metropolis for a second consecutive year to stage exclusive events developed to support emerging talents in fashion. The event takes place at The Dubai Mall October 30 – November 1, 2014.
"Culture has always been important for Pepsi - it runs through our DNA - and today design and fashion design in particular is one of the most vibrant expressions of culture. By consistently seeking to create and amplify culture, wherever it springs, we bring life, color and humanity to our brand," said Carla Hassan, Chief Marketing Officer, PepsiCo Middle East & Africa. "One of Pepsi's main commitments is to engage with the younger generation, empower them and offer them a platform to showcase their talent. This partnership with Vogue Italia is the ideal opportunity to support a new generation of talent and we are pleased to be able to showcase the work of both local and international designers."
The 20-piece collection features inspired and inventive designs – from a visionary visor and imaginative tops and jackets, to youthful swimwear and architecturally inspired outerwear and accessories including bags.
The Dubai Mall's Symphony concept store - owned by Salama Al Abbar, a keen supporter of emerging talent - will be showcasing the womenswear designs of The Pulse of New Talent for one week.
Within a collection rich with talent and creativity, Pepsi identified one in particular – the Ukraine’s Masha Reva – as a designer destined for greatness. To help Reva continue on her design journey, Pepsi will support the development of her brand with a $50,000 investment.
“Dubai is pulsing with energy and talent; a city truly emerging as a 21st fashion capital. As a leader in the fashion industry, we continue our mission to support up and coming designers and are proud to partner with Pepsi to host these talented 10 on a global stage to share their creativity with the world,” said Franca Sozzani, Editor in Chief, Vogue Italia.
The Pepsi x Vogue Italia collection follows the success of the iconic cola’s first-ever global fashion capsule collection, the “Live for Now Collection,” which featured six global designers and was available at influential international retailers including Bloomingdale’s in the U.S., colette in Paris and Liberty of London. In addition, 2014 marked the brand’s exclusive partnership for fashion collaborations with Bottletop, a British luxury accessories brand, supporting the Narciso Rodriguez (heart) Bottletop Collection.