Coca-Cola light taps Singaporean designer for fashion push
What does Singaporean designer Ashley Isham have in common with world class fashion leaders Roberto Cavalli, Manolo Blahnik, Nathalie Rykiel, and Matthew Williamson?
Spot on if your answer is “the rare distinction of working with Coca-Cola and putting their designs on our iconic bottle.”
Isham, who is based in London and whose dresses are worn by many celebrities including Angelina Jolie, Lady Zara Philips, Kylie Minogue, Dido and Mariah Carey, has become the first Singaporean to join a coveted list of artists who have applied their creative talent to the packaging of the of the world’s best-selling drink.
Ashley Isham’s Designer Touch
Isham has been commissioned to design over 100,000 commemorative bottles and one million cans of Coca-Cola light for the Audi Fashion Festival 2009 to be held in Singapore from May 6 to 10, 2009.
Coca-Cola light is the Official Light Sparkling Beverage of the Festival. Collectors and fans will be able to purchase the Ashley Isham-designed Coca-Cola light when they go on sale island wide from April. The bottles will also be displayed at Isham’s Fullerton Hotel boutique.
Isham was excited with his first collaboration with Coca-Cola. He said:
“I was speechless when Coca-Cola light approached me as I realised I would be the first Singaporean to have this rare honour. It’s a novel canvass to work on, and creatively challenging as I was outside my comfort zone with this piece. But it was so much fun and I loved the opportunity to reinterpret an iconic image.”
He titles his Coke design the ‘Jewel in your Hand.’ According to Isham, “The design was inspired by my recent Autumn/Winter ‘09 collection that was just unveiled at this year’s London Fashion Week,”
“I had designed a Blade Runner-inspired jewel-encrusted corset dress as a futuristic showpiece and thought that it would be a great idea to mould this couture look for Coca-Cola light.”
Coca-Cola light brand manager James Chin said:
“We are delighted to be able to tap on the creative talents of a homegrown designer who has made good on the international scene. This collaboration between Coca-Cola light and Ashley Isham is about showcasing the new generation talents from Singapore, which will be on show at the Audi Fashion Festival.”
Coca-Cola light at the Audi Fashion Festival
As part of the sponsorship, Coca-Cola Singapore will be providing Coca-Cola light at all Fashion Festival events. It will also promote the Festival through an outdoor campaign.
Last year, Coca-Cola light sponsored the movie, “Sex and the City,” which starred brand ambassador, Sarah Jessica Parker, and participated in the STB-backed Singapore Fashion Festival.
Coca-Cola light’s sponsorship this year will also extend to a 16-foot wide mega-screen outside the Tent@Orchard, which will feature an exciting photography showcase titled “Inside Out”. This is a daily insider peek at what is happening behind the scenes at the festival, from backstage to the front row, projected for the first time out onto Orchard Road.
