Can a Capsule Collection Help Pepsi Lure the Fashion Industry Away From Coca-Cola?

Coke has been a fashion industry favorite for years, and now its main competitor Pepsi wants in on the action.
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Alyssa Vingan Klein
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Coke has been a fashion industry favorite for years, and now its main competitor Pepsi wants in on the action.
L to R: Ashish spring 2014, Beyoncé!, Marc Jacobs spring 2014.

L to R: Ashish spring 2014, Beyoncé!, Marc Jacobs spring 2014.

I've written for Fashionista in some capacity for about five years, and there is one thing that I can tell you hasn't changed since my first day in the office: There is a mini-fridge that's stocked with a seemingly endless supply of Diet Coke. Never Diet Pepsi. And trust me, we go through it. 

I've noticed that the same thing can be said for other areas of the industry. There are coolers filled with Diet Coke at Lincoln Center every fashion week—even though Diet Pepsi was a sponsor for a couple of seasons in 2011-2012. In their spring 2014 collections, designers including Ashish and Marc Jacobs incorporated the iconic Coca-Cola logo (see above). And Diet Coke has collaborated with industry legends like Jean Paul Gaultier, Karl Lagerfeld and Jacobs on limited-edition bottles and cans for the beverage. Finally, it was just announced that OPI is collaborating with Coca-Cola on a collection inspired by the company's most iconic beverages, including classic Coke, Diet Coke, Sprite and Fanta.

While it appears that there is a clear frontrunner in the Coke vs. Pepsi rivalry within the fashion industry, Pepsi might be about to change that: WWD reported last week that the brand is about to release its first capsule collection, and will collaborate with fashion labels like Del Toro, Original Penguin by Munsingwear and Bang & Olufsen on a range of 60 pieces. 

Unlike most of the Diet Coke marketing mentioned above, the collection is geared towards men and will include tees, hoodies, sneakers, baseball caps and more to be sold at Bloomingdale's and online.

In the past, it seems that, while Coke has gone after the fashion demographic, Pepsi has focused on joining forces with the music industry (former Pepsi spokespeople have included Britney Spears, Nicki Minaj and One Direction). So, can Pepsi make a successful play for the fashion pack? Cindy Crawford was once the face of Diet Pepsi -- and it has Beyoncé on its side (!) -- so we're thinking it could happen.

But don't count on Fashionista's fridge to make the switch anytime soon.