Moschino for Coca-Cola

To celebrate the iconic style of the classic Coca-Cola bottle, Italian fashion label Moschino participates in the ‘Tribute to Fashion’ charity project for the Abruzzo Region organized by Coca-Cola Italia in cooperation with the Municipality of Milan. The project asked eight women who are the ambassadors of Italian luxury worldwide to dress the famous Coca-Cola Light Contour bottle.

Moschino’s Creative Director Rossella Jardini created four costumes for the Contour. The ‘Coca-Colata’ is the bottle distributed in a limited edition with a trompe l’oeil of the Coca-Cola Light bottle dipped in chocolate. The “Coca-Ola” is inspired by flamenco dancers, which is a creative reference to a love for all things Mediterranean. The “Coca-Bowla” features Moschino’s signature bow, while “Coca Light Clouds” presents a blue sky with fluffy clouds.

Suring the ‘Tribute to Fashion’ event by Coca-Cola Light, the four Contour bottles dressed by each of the eight designers were shown on the catwalk in the Palazzo Reale courtyard and later auctioned off by Sotheby’s. Proceeds from the auction will be donated to the ‘Municipality of Milan for the Abruzzo Region’ project that aims to kick-start the local economy after the earthquake and wants to focus on employment for women in the area.

Until October 4, 2009, copies of the Contour bottles dressed by the designers will be displayed in important spots of Milan for the ‘Fashion and the City’ open-air exhibit.