Coca-Cola light Adds Some Milan Magic
To the Mix This Audi Fashion Festival 2010

SINGAPORE, April 28th 2010 - Coca-Cola light brings a touch of high fashion straight from the runways of Milan and the Milan Fashion Week to Singapore’s very own Audi Fashion Festival (AFF). Visitors to this year’s AFF will see nine designers’ fashion sensibilities transposed on the body of a world famous 100-year-old model.

The iconic Coca-Cola contour bottle, exclusively “dressed” by Alberta Ferretti, Anna Molinari for Blumarine, Veronica Etro, Silvia Venturini Fendi, Consuelo Castiglioni for Marni, Angela Missoni, Rossella Jardini for Moschino and Donatella Versace will be displayed at the AFF.

Replica life-sized bottles made their runway debut at Milan Fashion Week 2009 (http://bit.ly/milanlight). It’s not the first time the Coca-Cola contour bottle has been showcased on the fashion runway. In the past, various international designers have flexed their creative muscles dressing-up the contour bottle. Every limited edition version is now a cult object.

The showcase of these 8 designer bottles from Milan Fashion Week is Coca-Cola light’s tribute to the great women designers that make up the lineup. Proceeds from the sale of the bottles were auctioned by Sotheby’s to aid victims of the Abruzzo region earthquake victims.

In addition to this line up of eight ‘power women’ designers, Coca-Cola light will also display a set of three bottles designed by Roberto Cavalli, who will be closing AFF this year.

Coca-Cola light is the Official Light Sparkling Beverage of the Audi Fashion Festival 2010. Ten thousand servings of ice-cold Coca-Cola light and Coca-Cola beverages will be served under the Tent @ Orchard, the venue for the Festival.

In addition, during the period of the Audi Fashion Festival, 500ml PET bottles sold islandwide will feature the AFF-Coke light composite logo. The logo depicts vine-like swirls that encircle the Audi and Coke light logos to represent the ethereal and ever-evolving nature of fashion. The addition of various design elements such as the butterflies and floral imprints create a subtle imagery of contrasting strength and softness that will appeal to any creative and free-spirited individual.

The logo draws inspiration from the festival's message of "Designing the Future, while adopting sophisticated, progressive and contemporary design values", and sets out to evoke a free-flowing and feathery feel that reflects both the cutting edge fashion of the festival, as well as the buoyant taste of Coke light.

THE BOTTLES

Anna Molinari - Blumarine
“The most famous sparkling drink of the world, known for generations, meets the feminine spirit and the romantic touch of the Blumarine woman. The delicacy of a rose, the noblest flower, the elegance of a veil and the sensual animal prints are the decoration of the Coca-Cola light contour bottle."

Veronica Etro
“(Coca-Cola is a) Pop symbol and universal icon. Always next to people in their everyday lives, today she’s even closer. A great “thank you” to Coca-Cola for linking 8 women, 8 different sensitivities, 8 interpretations, 8 creativities and one motivation, letting us help other women to find the strength to start again.”

Roberto Cavalli
“I had a lot of fun creating three different “dresses” for the legendary silhouette of the Coca- Cola light contour bottle. They are seductive and feminine, in typical Cavalli style. They’re designed for the world of young people, which has always been a great inspiration to me. “

Angela Missoni
“We chose our iconographic signs to decorate each bottle because we wanted our essence to be in this project, an idea we liked because it gave our creativity the chance to express itself naturally and in an unconventional way and also because this will support the victims of the earthquake in Abruzzo, people who really need help, economically for sure, but also in terms of positivity and optimism, two things we are sure to be able to give”.

Donatella Versace
“It’s been fun to create a pattern to dress-up a Coca-Cola light bottle. Thinking about Coca-Cola I focused on its sparkling bubbles, which I converted in lots of jellyfish, but the Versace jellyfish!”.

Consuelo Castiglioni – Marni
“I’m very happy to be involved in the project. I hope that the contribution of us all will help to give strength and energy to the women of Abruzzo”

Silvia Venturini – Fendi
“It’s been interesting seeing how the patterns and colours of my accessories collection became super-pop bottles.”

Alberta Ferretti
“They asked me to dress a model. She’s a top-model, very beautiful, feminine, sensual, with an irresistible charm. And she’s a 100-year old. An unforgettable project to join without hesitation. I immediately thought about an evening gown, black, dramatic. Then, chiffon, fringes, paillettes, pleats, raw-cut ruches… All my fashion inspiration is for one model only: the most sinuous and sensual bottle in the world, the Coca-Cola light contour bottle.”

Rossella Jardini – Moschino
“I decided right away to join the Coca-Cola light project, because it is a charity project and I thought important to raise funds for the victims of the earthquake in Abruzzo. I’ve been passionate for this project, that expresses solidarity between women, for once not as antagonists, especially we who work in fashion. For me it’s been easy to apply to the contour bottle the Moschino creativity, because it usually works on new interpretations of the classics. Indeed I have re-interpreted the contour bottle using iconic Moschino elements: the Flamenco dancer, the bow, the clouds in the sky, and the bottle – instead of the bag – dripped in chocolate.”