Pepsi Partners with Digital Fashion Pioneer for a Bold New Collection
PepsiCo’s iconic beverage brand Pepsi has unveiled a groundbreaking partnership with emerging digital fashion artist Jackson Cowden. This collaboration marks a new era for Pepsi, not only showcasing their recent brand refresh but also venturing into the frontiers of fashion design with the launch of the Pepsi Pulse Collection.
A Bespoke Collection Reimagines Classics with AI
The Pepsi Pulse Collection is a unique 10-piece capsule collection designed with a focus on “AI first” principles. Drawing inspiration from Pepsi’s contemporary brand identity, the collection reimagines classic fashion staples like the little black dress and the white shirt. These familiar pieces are injected with a dose of modernity through innovative AI methods, breathing new life into timeless styles.
A Shared Vision: Innovation and Pushing Boundaries
“Finding an interesting way to celebrate such an iconic brand’s refresh was an amazing challenge for us in our first major campaign for Special PR for Pepsi,” shared Alex Bryant, Managing Director of Special PR. “We were delighted to find a shared vision with fashion designer and Creative Director for the collection, Jackson Cowden. This campaign launch demonstrates how Pepsi continues to challenge conventions, pushes the boundaries, and always puts enjoyment first.”
Vandita Pandey, Chief Marketing Officer ANZ, Snacks Beverages at PepsiCo Australia, echoed this sentiment. “Following on from hugely successful global launches in other markets, we really wanted our local launch to feel relevant to our culturally thirsty, next generation drinkers in Australia,” she explained. “Pepsi supports the next generation of creators and designers. With our new visual identity being bold, unapologetic, modern, and iconic we wanted to partner with a young designer who could put a unique take on our refresh. It was a privilege to be able to support Jackson to launch his first runway show.”
AI Streamlines Design, Minimizes Waste
Traditionally, creating a collection of this size could take a designer like Jackson up to nine months, involving sketching, pattern making, and multiple rounds of samples. However, by embracing AI fashion technology and designing primarily in the digital realm, Jackson was able to complete the final designs in a mere 40 days. This innovative approach not only saved time but also minimized waste, a significant advantage in today’s eco-conscious fashion landscape.
Jackson Cowden: A Voice for a New Fashion Era
“It’s been incredibly significant for me to partner with Pepsi at this point in my career, a partnership born of our shared values around challenging the status quo, pushing the unconventional and searching for new and bold ways of doing things,” expressed Jackson Cowden, Designer and Creative Director for the Collection. “The Pepsi Pulse Collection does exactly that and more, by transcending traditional boundaries and challenging conventional norms. The Pepsi “Pulse” is an illustrative way to tell different stories for the brand, it is Pepsi’s visual response to the beat of culture, reflecting the pulse of worlds we are immersed in.”
Cowden predicts a future where digital fashion design will become increasingly mainstream, with a move away from “preconceived rules” in the creative sphere. “Pepsi is known for keeping their finger on the culture pulse, and the innovative and creative way this collection has come to life further proves this.” he concluded.
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A Showstopping Launch Celebrates the Future of Fashion
The Pepsi Pulse Collection’s official launch took place in Sydney, Australia, in collaboration with Rizer, the country’s leading event and experience creator. The spectacular setting on Sydney’s iconic harbor served as a perfect backdrop for the show, which seamlessly blended the physical and digital worlds. Homegrown musical sensation G Flip provided an exclusive performance, while models Samantha Harris and James Parr led the runway in style.
“Jacksons digital design process formed a huge inspiration in creating an unconventional runway show, with the energy of Pepsi’s bold identity.” said Zoe Bailey, Creative Director at Rizer. “Embracing the unconventional, we blur the lines between fashion, animation, lighting, sound, dance, and performance, all in one story.”
The runway show was also live-streamed via oOh!media’s prominent full-motion site in Melbourne, marking a first for oOh!media’s innovation and creative hub, POLY, who managed the entire production process.
The Pepsi Pulse Collection’s rollout will encompass experiential events, earned media coverage, social media engagement, and out-of-home advertising.
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