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Fashion in bottle

Posted on: avril 3, 2011

For the second time, Diet Coke has partnered with fashion designer and photographer Karl Lagerfeld, to create 3 limited edition bottle designs for the brand’s new ad campaign.

Karl Lagerfeld, who reportedly lost 90 pounds in 2001 by consuming only Diet Coke and steamed vegetables and has been known to employ Diet Coke butlers, is now popping up on a series of limited-edition bottles of his favorite zero-calorie treat.

The last collection, a silhouetted Lagerfeld in profile and scripted signature adorn the white, pink, and black package — a collectable was available at Galeries Lafayette and Colette as a limited-edition boxed version of the bottle, with matching bottle opener, priced from 47 euros.

Diet Coke – Collection 2010

Dressed in black and white with fuchsia touches, the bottles also feature Lagerfeld’s trademark, pony-tailed, white-collared silhouette. Motifs of silver polka dots, black diamonds and bold fuchsia swirls drape the bottles and are topped off with hot pink caps. The collector’s edition hits stores in 11 European countries in April.

Diet Coke: limited edition bottle designs created by Karl Lagerfeld

Diet Coke – Collection 2011

Lagerfeld will also shoot a publicity campaign for the brand.

How the beverage industry is evolving??

It often turns to fashion designers for packaging makeovers. Japanese designer Issey Miyake recently redesigned Evian’s water bottle, which has also been dressed by Christian Lacroix.

Evian by Christian Lacroix

Do we really have to be glamorous drinking water? A simple bottle of water seems now to be represented as a fashion object reserved to elite. Water has always been an important and life-sustaining drink to humans and it is now classified as a luxury goods. Should we really pay 50$ for water, only because the bottle has been realized by a famous fashion designer? Ok, it is a collector. But what is next? Will they try to put the air in a bottle?

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2 Réponses to "Fashion in bottle"

I think you are right; it’s funny and entertaining to see new packaging and partnership, but it lead me to the same question, what’s next ?!
Who wants to pay this much for water or coke, I mean I really like to see nice packaging but I will never buy any of these. To keep going with coke here is a link with the next bottle done in partnership with Daft Punk really simple and purified): http://www.fubiz.net/2011/02/24/coca-cola-daft-punk-edition/

Almost worst that putting air in bottle (idea you’ve suggested) they are putting gold in bottle (one of the brand doing this is Luxor) ! But as most of the luxury brand I think the point is to be seen and to be exclusive that’s all.

Thank you for the other example ! The brand did a lot of partnerships with designers and brands such as Versace in 2008 or Roberto Cavalli in 2009. http://www.inspirefirst.com/2011/03/31/limited-cocacola-designs/
Let’s see what the brand will launch next !

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