Pepsi-Cola North America is ready to take the apparel challenge.
The beverage brand is launching the Pepsi Clothing women's line for spring, following a fall 2006 men's launch. The women's line will add a juniors bent to the urban angle of the men's collection, which capitalizes on Pepsi's music ties and is sold exclusively in urban specialty stores.
"This line is not about consuming Pepsi — it's about Pepsi as a pop culture icon," said Joanne Loria, executive vice president of the Joester Loria Group, Pepsi's licensing agency. "With 100 years of history, Pepsi has an archive base of heritage art, ad images and slogans to work with to meet a wide variety of trends, whether urban or retro is 'in' at a particular point."
The women's lineup includes active wear, denim, tops and outerwear, wholesaling from about $12 to $50.
A decade ago, Pepsi created Pepsi Stuff, a line of T-shirts, hats, sweatshirts, jackets and other items, promoted with TV commercials featuring Cindy Crawford and Shaquille O'Neal. But Loria called this line the first real "fashion collection," which utilizes Pepsi archive graphics both subtly, like denim with graphic elements on the back pockets or on piping, and boldly, with graphic T-shirts.
Loria declined to project sales volume of the women's collection — which was unveiled at MAGIC — but predicted it could be bigger than men's, because of more product category options. Both the women's and men's lines are designed by Christopher "MC Handz" Rogers. The men's line is already in 200 doors, and Loria thinks women's could be in up to 1,000 within a year, capitalizing on many of the men's stores while adding junior specialty stores and department stores. It's also sold at pepsistyle.com.
The Assis Group is supporting the launch with national promotions and events in its eight New York-area stores. Pepsi also is marketing the apparel through promotional initiatives like the Pepsi Smash Mary J. Blige concert promotion, which featured a Pepsi clothing fashion show, and MTV "Webisodes" of a fashion reality show called "Fashion: The Life," which follows three young designers and their lines — including the Pepsi collection.
"We believe in viral marketing," Loria said. "This is not a line that will be advertised in style magazines, but could be photographed on a star and featured in that magazine."
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast