Having a bunch of famous fashion designers "re-imagine" the Diet Coke bottle may seem a tad frivolous, however the reason is anything but: cystic fibrosis - an inherited genetic disorder that, amongst other things, renders almost anyone who has it, male or female, infertile. And the Coca-Cola "Tribute to Fashion" event hosted in cooperation with the Fashion, Events and Design Commission of the City of Milan is helping raise awareness and funds for the 2010 “Women Reseachers for Cystic Fibrosis” Project.
For the second edition of this special initiative, Tommaso Aquilano and Roberto Rimondi, Creative Directors of Gianfranco Ferré, drew inspiration from four of the house's signatures: a rich croc texture, an Obi belt, a white silk shirt, and the brand’s identifying symbol: the Signature Pin - all of which celebrate the famous Contour bottle.
The designs by the various participating fashion brands - including Salvatore Ferragamo & Armani Jeans - were unveiled last night at an exclusive Charity event held in the botanical garden created for the occasion in the inner courtyard of Palazzo Marino at Milan City Hall. During the course of the evening, a number of bottles were auctioned off, and Ferre's Signature Pin and Obi belt with fuchsia bow versions are now both available at all La Rinascente department stores throughout Italy. “We are enthusiastic about our role in this initiative," explain Aquilano & Rimondi. "We found the idea of creating a bond between this distinctive object and the Gianfranco Ferré style, interpreting the bottle’s curvy shape through the House’s code of elegance, particularly stimulating.” Adds Ferre's Michela Piva: "Gianfranco Ferré, during this current period of major strategic renewal, looks to the future sharing the same values of energy, solidity and reliability which have made Coca-Cola one of the legends of our times. We took great joy in making a contribution to such an important project, one where fashion and solidarity join forces."
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