Following their surprising 2019 alliance with Barilla, GCDS is once again stepping into the culinary realm with a brand-new collaboration with Pepsi. The collaboration was initially hinted at when images featuring the logos of the two brands against a dark backdrop began making rounds on social media. This partnership is set to mark the introduction of Pepsi Zero in Italy and Southern Europe, including countries like Spain and Portugal.
In celebration of this partnership, GCDS has given a unique twist to the Pepsi can for a special limited edition. The brand also plans to launch a dedicated apparel and accessory capsule collection. All these will be showcased across Italy through a series of marketing activities. The distinctive 150-ml mini can, designed by GCDS’s co-founder and creative director, Giuliano Calza, will be handed out at pop-up stores spread across cities such as Milan, Rome, Naples and Palermo throughout the month.
The spotlight of the initiative is the limited-edition capsule collection which includes the redesigned version of GCDS’s iconic Morso heels, reimagined to reflect the Pepsi logo in mule and pointy-boot variations. These heels, introduced with the brand’s Fall/Winter 2022 collection, have emerged as one of the standout designs by Calza. He recently chastised Shein via Instagram for duplicating this unique style.
Incorporating Pepsi’s signature hues of red, blue and white, the collection includes items like a biker jacket, a long-sleeved shirt, a heart-shaped minaudière bag, a baseball cap, and logo-emblazoned sweat socks. The collection is set to launch at GCDS stores in Italy and on their online platform on Wednesday. Prices range from 45 euros for socks to 1,100 euros for the Morso heels and 1,500 euros for the leather biker jacket.
The whole campaign, built around the slogan “What’s your Zero moment?” aims to inspire people to dream bigger and commemorate critical junctures in life. The concept is embodied in a short video featuring international talents shot in Los Angeles under the direction of the Morelli Brothers. The cast, led by burlesque icon Dita Von Teese, also includes model Veneda Carter, Italian rapper Sfera Ebbasta and Giuliano Calza himself.
The stars, dressed in GCDS x Pepsi attire, enact their roles in a classic American diner setting. They’re seen engrossed in glossy magazines or crafting the lyrics of a rap song, dreaming of what eventually became their real-life professions. Calza portrays a waiter who daydreams about a career as a fashion creative director while sketching the Morso heels. Their aspirations come to fruition when Von Teese triggers the “zero moment” by popping open a can of Pepsi Zero.
Calza, speaking on the campaign concept, shared his belief in success as a result of tenacity, resilience, and relentless commitment to work. He reiterated his desire “to tell real stories of characters showing their zero moment before achieving personal success through their passion and dedication“.
This short clip is set to be broadcasted online and on social media over the summer, while billboards in various cities will coincide with the opening of GCDS x Pepsi pop-up stores. Marcello Pincelli, the CEO of PepsiCo Beverages Italia, praised the collaboration, stating that Pepsi has always embraced innovation and found GCDS to be an ideal partner for the strategic launch of Pepsi Zero in Italy. The collaboration is in line with both brands’ values and is set to create a relevant campaign that will roll out throughout 2023.
The GCDS x Pepsi capsule collection and the exclusive limited-edition can were inaugurated at an event in Milan this Tuesday.
GCDS, originally an acronym for “God Can’t Destroy Streetwear” but later rebranded to “Giuliano Calza Design Studio“, was established in 2015 by Calza and his brother, Giordano. Initially a digital project, GCDS eventually grew into a full-fledged fashion house, hosting its inaugural runway show in June 2016 in Milan. By the end of 2020, a majority stake in the label was acquired by Italian private equity firm Made in Italy Fund, managed by Quadrivio and Pambianco. The brand’s evolution demonstrates its growth and adaptability, much like its innovative collaboration with Pepsi.
The exclusive GCDS x Pepsi limited edition is accessible for purchase online starting today, June 7th.
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