Harmonie's Look on Fashion

Posts Tagged ‘Roberto Cavalli

Christmas Holidays and New Year are often a prosperous time for limited edition items.

Evian takes its chance every year and offers a limited edition of its bottle of water. Not a long ago was launched the 2011 edition which features an exclusive design by the Japanese fashion designer Issey Miyake.

It is not the first time that Evian collaborates with a famous fashion designer. Indeed, the four last Holiday editions where redesigned by reknown designers: Paul Smith for 2010

Jean Paul Gaultier for the 2009 edition,

or Christian Lacroix in 2008

Evian is not the only brand to work in collaboration with fashion designers for limited/special editions.

The French brand Perrier worked with Agnès B for a special can of its carbonated water…

…with Dita Von Teese for a sexier version

…or with Custo Barcelona for a colorful summery edition.


Coca Cola is also a specialist in terms of customization and packaging (I guess that’s a good tool to newness for a 120-year old brand !)

Last to date, the Karl Lagerfeld version of the Coca-Cola Light Glass Bottle… It even makes more sense when we know that Karl Lagerfeld is an absolute fan of the beverage!

A stripped version by Sonia and Natalie Rykiel, of course!

A feline and jet set version by the Italian fashion designer Roberto Cavalli

Or a chic version by the Spanish shoes designer Manolo Blahnik:

On the business side, this trend is called “masstige“, the combinaison of mass market and prestige, or co-branding, which is applicable in many industries and for many products.

The idea is to put together two powerful brands and create new things to talk about. It is helpful to rejuvenate old brands or promote new versions of a product that has been on the market for a long time.

For fashion designers, it creates yet another support for the expression of their aesthetic and a tool to expand the scope of their name/brand.

Convinced? Tell us which designer you are gonna drink from today or which is your favorite!

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