Coca Cola Cheap & Chic

Moschino Pop

Jessica Bumpus

01 October 2009

MOSCHINO has given the humble Coca-Cola bottle a makeover - its contribution to the Tribute To Fashion charity project for the Abruzzo Region, organised by Coca-Cola Italia in conjunction with the Municipality of Milan.

"I jumped at the chance to participate in the Coca-Cola Light project because it was for charity and I thought it was important to collect funds for the survivors of the Abruzzo earthquake," says Moschino creative director Rossella Jardini. "My interpretation of the Contour bottle featured all of Moschino's iconic elements; the flamenco dancer, the bow, the clouds in the blue sky, and the Contour - instead of the bag - dipped in chocolate."

The designs - in total, eight women, also deemed to be ambassadors of Italian luxury worldwide, were asked to dress the Coca-Cola Light Contour bottle - were shown on the catwalk in the Palazzo Reale courtyard and copies of them will now be displayed in spots across Milan as part of the Fashion and the City open-air exhibit.

"I'm pleased that through the open-air exhibit, Coca-Cola and the Municipality of Milan have made fashion more accessible and closer to citizens," adds Jardini.