How It Became Cool To Dress Like A Walking Coke Ad

By collaborating with high-fashion brands like Marc Jacobs, Ashish, and Dr. Romanelli for Opening Ceremony, Coca-Cola is trying hard to be cool. And it just might work.

How did it become fashionable to turn yourself into a walking advertisement for Coca-Cola? The sugary soft drink's red and white logo, around since 1885, has been plastered all over a number of high-end designer collections recently: there's a Marc Jacobs sweatshirt featuring a familiar wavy white stripe, a $1,475 Ashish top sequined with "Enjoy Coca-Cola Classic," and a line of remixed vintage Coca-Cola tees by Dr. Romanelli for the ur-hip brand Opening Ceremony. Next up, in June, is a Coca-Cola-themed nail polish collection from OPI. Such products tend to be so stylishly executed that buyers might not even realize they're corporately endorsed.
It's officially cool to dress like a soda billboard.

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