For the Italian launch of Pepsi Zero, GCDS and Pepsi collaborate.

Filmed in Los Angeles, the commercial features artist Sfera Ebbasta alongside Veneda Carterand Dita Von Teese, all wearing pieces from the GCDSxPepsi capsule collection. The limited-edition Pepsi ZERO mini can, designed by Giuliano Calza, is the absolute iconic element of the collaboration and will be showcased at Pop-Up stores opening in select Italian cities throughout June.

GCDS has always revolutionized fashion codes. Pepsi has always been an icon of change. The launch of Pepsi Zero is the perfect opportunity for this partnership. Two seemingly distant sectors that have created a collaboration in Italy with a whole lot of wow factor.

“I have always believed that success belongs to those who refuse to give up and pursue their dreams by facing their fears and daily challenges head-on. It is through unwavering determination, resilience, and constant commitment to work that we transform aspirations into extraordinary results. Embrace the journey, persevere, and let the power of your dream pave the way to extraordinary success, always starting from a “Momento ZERO”, that is, a new beginning. This has been my inspiration for the GCDSxPepsi campaign. I want to tell the real stories of individuals who showcase their Momento ZERO before “making it”, all thanks to their passion and dedication,” shares Giuliano Calza, GCDS Creative Director.

 «Pepsi has always had an innate drive for innovation. For a strategic launch like Pepsi Zero in Italy, we chose to partner with GCDS, a leading brand in Italian-made new luxury. The goal being to create a significant campaign that will unfold nationwide throughout 2023. The collaboration between the two brands respects the initial mission of blending the values of both, with a particular focus on Pepsi Zero, undoubtedly a hero product and key player in the carbonated beverage market. For PepsiCo, the Italian launch of Pepsi Zero truly represents a “Momento ZERO”. We want people to understand that Pepsi Zero is the sugar-free version of Pepsi, and that we will continue to strategically invest in the Italian market,” comments Marcello Pincelli, CEO of Pepsi Italy.

Pepsi and GCDS share a pop spirit. They both want to speak to the new generation through free and un-conventional language. “What’s your “Momento ZERO”?” is the slogan, related by Giuliano Calza through real success stories within the GCDSxPepsi campaign. We’re all invited to not give up and believe in our dreams while waiting for that “Momento ZERO” that can change everything.

 The campaign’s commercial, shot in Los Angeles by the Morelli Brothers, features Italian artist Sfera Ebbastain a diner, listening to music and writing song lyrics. Next to him is Veneda Carter, dreaming of becoming a successful model while flipping through a magazine. Giuliano Calza, the waiter, sketches his now iconic Morso shoes in between orders, dreaming of becoming an established Creative Director. They each open their GCDSxPepsi can and everything changes. Their “Momento ZERO” is triggered and dreams become a reality.

A limited-edition capsule collection has been designed to celebrate the collaboration. It includes a leather biker jacket, Morso heel boots and sandals, a heart-shaped bag, bowling shirt, cap, and the iconic brand socks, all characterized by the Pepsi brand colors. The Capsule Collection will be available for purchase on gcds.com starting Wednesday, June 7th, and in all GCDS stores across Italy.