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COCA-COLA’S BRAZILIAN FASHION SENSE AT SAO PAULO FASHION WEEK PAMELA COLPO


COCA-COLA’S BRAZILIAN FASHION SENSE AT SAO PAULO FASHION WEEK PAMELA COLPO

For Pamela Colpo, fashion designer and stylist, Sao Paulo Fashion Week was the convergence of three major factors of her life (and many other Brazilians). Coca Cola, jeans, and yes…fashion. Colpo served as women's clothing director and part of the creative team leaders who directed and created the Pre Fall collection for Coca-Cola jeans in Brazil and took part in the presentation at Sao Paulo Fashion Week. As Pamela reveals, “Pretty much every home in Brazil has Coca Cola. It’s a part of the culture at this point and it has crossed over into the fashion world. Jeans are part of everyday life. In today’s society, having a great looking/great fitting pair of jeans is like having shoes…it’s a necessity. And of course, fashion; it’s what inspires me and excites me. Being a vital part of Coca Cola at Sao Paulo Fashion Week was one of those very special life moments for me.” As a fashion brand in Brazil, Coca Cola is highly appreciated by consumers, the young demographic in particular. The brand’s amazing vintage logos, the colors, the fact that it’s a democratic brand/drink, these sentiments embrace everyone's style and lifestyle.

Pamela and her team were given an extremely brief timeline to come up with a presentation. With only three months to create, obtain fabrics, design, cast, plan, and get approval, it was a tall order that called for single minded cooperation. They decided to work on a Japan-inspired theme that the Coca-Cola brand in Atlanta approved. The design made use of the Coca-Cola lettering prints to emphasize the power of the brand in the fashion world as well. It focused specifically on denim. In the Coca Cola Jeans brand, they explored various washes, shades of blue denim, black dyed denim, and others presented with Japanese inspired shapes & folding. The final touch was a runway finish with red oversized sweaters with the logo embroidered in rhinestones. Colpo notes, “It was important to present a look which was edgy but also accessible to most people in the same way that a Coke is an everyday source of familiarity and comfort. We weren’t thinking of ‘oohs’ and ‘aahs’ on the catwalk, we were thinking ‘oohs’ and ‘aahs’ from that special someone who has caught your eye when you’re out on the town for a night with your friends. It wasn’t as much the idea of spectacle as it was special.” These ideals and looks were presented as: Coke Feelings - a daywear line that follows the seasons & trends, Coke Night - more deluxe, a darker color palette with shiny fabrics, & Coke star - a special line done in collaboration with an artist/celebrity (in this case, with nineteen-year-old influencer Sasha). As the daughter of Brazil’s most famous TV presenter, Sasha has grown up as a beloved fixture in the culture. Her demeanor communicates the strength, excitement, and optimism that many of the youth generation (and the Coca Cola brand) feel attracted towards.

COCA-COLA’S BRAZILIAN FASHION SENSE AT SAO PAULO FASHION WEEK PAMELA COLPO

The five-day whirlwind of creativity and excitement that is Sao Paulo Fashion Week regarded the Coca Cola line’s presentation and specifically, the women’s jeans as a must see part of this mainstay of the fashion community. While the experience can be quite overwhelming to all involved parties, Pamela confirms that she took time to soak it all in. She remarks, “It was a lot of work to prepare everything and the whole team performed amazingly. I was working with a great group on a project for a brand that we all felt some Brazilian loyalty towards. The reason for doing anything you truly love is to enjoy it but also to grow. Every project teaches you something. You learn with people during the process. You learn better ways to do things. You create new methods, you get involved with people and the process. I love that. I love creating thing from scratch. It means that on the next project you will always be better and more mature with more experience and new ideas. When I remember this project, it’s the work rather than the lights and the media attention that I think of.”

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