Pepsi launches exclusive clothing line with local brands and designers

LAHORE: Pepsi Generations is an ongoing global campaign that marks 120 years of Pepsi globally. The campaign was also introduced in Pakistan, with a commercial spanning through different eras of Pakistan, featuring iconic stars like Fawad Khan, Zoheb Hassan, Wasim Akram and Reema.

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The country was transported back in time as classic neon billboards covered cities and vintage Pepsi packs flooded the country. As a part of the Pepsi Generations campaign, Pepsi has forayed into fashion by bringing limited edition retro merchandise with three retail giants, stated a press release.

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As a first ever in Pakistan, Pepsi launched exclusive retro merchandise with Outfitters, Leisure Club and BTW (By The Way). This is the first time a brand has collaborated with fashion retailers on this scale to introduce capsule collections. Speaking of the partnerships, PepsiCo marketing director Salman Butt commented, “The initial response on these exciting collections has been fantastic! We are fortunate to have found strong partners to support us in this endeavor.”

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A special launch event called Pepsi Generations Showcase was organised in Lahore to introduce Pepsi’s new exclusive clothing line. The event was held at the Avari Pavilion and attended by the bloggers, socialites, journalists and Pepsi brand ambassadors. The event brought together the biggest names in the music industry along with high street fashion.

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Outfitters, Leisure Club, and BTW unveiled their exciting new Pepsi clothing line followed by a showcase of a Pepsi themed collection by ace designer Ali Xeeshan. One of the highlights of the show was the celebrity showstoppers such as Fawad, Reema, Iman Ali and Mikaal Zulfiqar who took the ramp by storm.

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Finally, to bring back more nostalgic memories, the iconic band Strings, delivered a signature performance to end the night. Fawad said that he was very excited to see the cool Pepsi merchandise that all the brands showcased.

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The event was styled and choreographed by star designer Munib Nawaz and organised by JB & Jaws. The Pepsi capsule collections will be available at Outfitters, Leisure Club and BTW starting the first week of May.

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