Gianfranco Ferré re-imagined the Diet Coke bottle

Having a bunch of famous fashion designers “re-imagine” the Diet Coke bottle may seem a tad frivolous, however the reason is anything but: cystic fibrosis – an inherited genetic disorder that, amongst other things, renders almost anyone who has it, male or female, infertile. And the Coca-Cola “Tribute to Fashion” event hosted in cooperation with the Fashion, Events and Design Commission of the City of Milan is helping raise awareness and funds for the 2010 “Women Reseachers for Cystic Fibrosis” Project.

For the second edition of this special initiative, Tommaso Aquilano and Roberto Rimondi, Creative Directors of Gianfranco Ferré, drew inspiration from four of the house’s signatures: a rich croc texture, an Obi belt, a white silk shirt, and the brand’s identifying symbol: the Signature Pin – all of which celebrate the famous Contour bottle.