GCDS and Pepsi together for the most amazing collaboration of the summer

Everything starts somewhere, every story has its own paragraph, and ours too. At startup Pepsi Zero in Italy, the drinks giant chose the brand GCDS extensionled Giuliano Calca, to launch an exclusive collaboration.

A starting point? Starting points only. All success stories are “ZERO moment”, in harmony with the new Zero Sugars drink, in fact, we want to mark the beginning of a dream come true. A video was made for this occasion. Los AngelesThree major Generation Z idols are featured: Sphere of Ebbasta, Wenda Carter AND Dita Von Teeseshowcasing items from the upcoming collaborative capsule collection.

The starting point of the GCDS is revolutionize stylistic features of the fashion system that take it to a new level, while Pepsi, bright and sparkling, is the spokesman for change.

I have always thought that success belongs to those who refuse to give up and continue to pursue their dreams while facing their fears and daily challenges. It is through unwavering determination, resilience and unwavering commitment to work that we turn distant aspirations into extraordinary achievements. Embrace the journey, persevere, and let the power of your dreams pave the way to extraordinary success, always starting from moment ZERO.

Giuliano Calza
Creative Director GKDS

But they have much more in common: a solar spirit that wants to turn into new generationsthrough non-traditional languages ​​and registers, but above all for free. The success stories of the spot are diverse, and they are all real, because the most important thing is to make sure that everyone can dream and realize what awaits them, provided that they do not give up.

So, in the short film of the Morelli brothers, whose claim “What is your ZERO moment?“, it shows Sphere of Ebbasta who, before becoming an icon of Italian music in the world, listened to beats and started writing the lyrics of his songs along with a top model Wenda Carter who leaf through a fashion magazine to find out success, and, finally, the same Giuliano Calzawho in the form of a waiter creates his iconic morso shoes, dreaming of becoming a creative director.

But when will change come? Well at least one mini canstylized as GCDS, it is present both in the line and in the dreams of the main characters: its discovery will make them all a reality, symbolically representing the ZERO moment.

This rich project is accompanied by a special capsule consisting of biker jacket Leather, boots AND sandals With bitten heel, heart bag, bowling shirts, hood AND socks brand. The strengths are the distinctive colors such as red and blue, which are expressed throughout every piece, blended with the modern and captivating craftsmanship of the brand led by Giuliano Calza.

The capsule will be available from Wednesday 7 June in all GCDS stores and website, and will be accompanied by a limited edition mini jar GCDSxPepsiin 150 ml format, invented by Giuliano Calza, available in some Pop up store which will be presented in Milan, Rome, Naples and Palermo only in June.

Pepsi has always been distinguished by its innate drive to innovate and for a strategic launch like Pepsi Zero in Italy, we decided to join forces with GCDS, the Made in Italy new luxury reference brand, to create a campaign that will develop nationally throughout 2023. of the year.

Marcellus Pincelli
CEO of Pepsi Italy