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March 15, 2012

We are all addicts. From David Beckham to Ben & Jerry’s fish food and beyond, choices are endless. So it was only natural to be excited, when two of my biggest addictions in life, fashion and Coke, came together once more during Milan Fashion Week 2012/2013. Undoubtedly, when it comes to brand associations, Coke has been a pioneer in the beverage industry by collaborating whether with Mr Lagerfeld or Jean Paul Gauthier.

Despite a quite weak fashion week, Italian designers seemed to be spot on when it came to reinterpreting the Diet Coke icon. Maybe Italians do it better after all..

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