Pepsi has launched yet another limited-edition maximum cola, zero sugar Pepsi can design exclusively for the 2019 Autumn/ Winter Shanghai Fashion Week. We live in a world where on a daily basis we constantly seek the so-called “perfect life” made out of filters, likes, and fake followers to pursue unrealistic imagery that gives us instant gratification. This creates a disconnection from the real world, real moments and real emotions. At the same time, because of this carefully curated social world, it also opens up a new window for new creative expression. It allows the liberty to create alter-egos that energize the rebel spirit within each of us. It's a new escape that renegades run to and break established frameworks, constantly seeking new ways of expression within multiplex identities.
This new generation of creatives, artists and designers wants to break the mold of standard “beauty” and summon more diversity in expression, regardless of gender, race, age, size, and ability. In the new Shanghai Fashion Week visual identity, the PepsiCo Greater China design team aims to glorify this “sociological change” and new self-expression in the most unorthodox way. We drew inspiration from the most unexpected places—ancient hieroglyphs, paying homage to the “social media” of that time. We absorbed those expressive drawings that filled the walls of the caves they lived in, and turned them into a modern interpretation of today's daring fashion designers. We kept the spirit of bravery and experimentation intact with bold splashes of fabric-like strokes and paired them with daring sewing thread details. Together, they form an unexpected collage.
Pepsi has partnered with Shanghai Fashion Week for many seasons and witnessed the evolution of the dynamism of the new generation. For Autumn/Winter 2019, Pepsi brings its bold and innovative brand spirit to life through this expressive collage and embraces the new age future of fashion.