GCDS & PEPSI: an unexpected collaboration for the launch of Pepsi Zero in Italy

GCDS is an icon of Italian fashion. Pepsi is an icon in the world of mass consumption. The two brands, from two apparently distant sectors, have created a collaboration in Italy that has surprised everyone on the occasion of the launch of the new Pepsi zero.

The limited edition Pepsi Zero mini can, designed by Giuliano Calza, is the protagonist of a collaboration that has all the elements of pop culture. An ad, a capsule collection and a pop-up store display throughout Italy immerse us in the “Zero Moment” that Giuliano Calza and the multinational beverage company have genuinely created.

Both brands want to speak to the new generations through a free and unconventional language. This message is made clear through real success stories that are part of the GCDSxPepsi campaign. Shot in Los Angeles, the campaign ad features Sfera Ebbasta alongside Veneda Carter and Dita Von Teese. Three success stories in each of their professional fields and three references around the globe. All three are dressed in pieces from the GCDSxPepsi capsule collection.

The capsule collection designed by Giuliano Calza includes a leather biker jacket, Morso boots and heeled sandals, a heart-shaped bag, a bowling shirt, a cap and the brand’s iconic socks. All characterized with the Pepsi brand colors.

In addition, the mini can will travel from the north to the south of Italy. It will make appearances in select Pop-Up stores in Milan, Rome, Naples and Palermo during the month of June. Everyone will have the opportunity to receive the mini gift tin, while stocks last, and launch their own “ZERO Moment”.

The GCDS x Pepsi capsule collection is now available on gcds.com and in all GCDS stores in Italy.