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Italian Fashion Industry Teams With Coke for Charity Effort

Soda bottle fashions auctioned to aid Italy's cystic fibrosis research foundation.

View of the exhibit
Roberto Rimondi and Tommaso Aquilano

Roberto Rimondi and Tommaso Aquilano

Photo By Davide Maestri

HEART OF GLASS: They have curves, stand 11 feet tall and wear original outfits by Salvatore Ferragamo, Gianfranco Ferrè and Armani Jeans. These giant Coca-Cola bottles, on display in Piazza della Scala for the duration of Milan Fashion Week, are the result of a collaboration between the soda maker and Milan’s council department of fashion, events and design — all in aid of Italy’s cystic fibrosis research foundation. Designer Elio Fiorucci, former Valentino chairman Matteo Marzotto, Giorgio Armani’s niece Roberta Armani, Salvatore Ferragamo’s creative director Massimiliano Giornetti and Gianfranco Ferrè’s creative directors Tommaso Aquilano and Roberto Rimondi were among those attending an auction at Marino Palace Tuesday, in which the original bottle frocks were sold off. (Replicas stand in the piazza.) “A family history of cystic fibrosis made me start [the cystic fibrosis research] project 12 years ago, but it’s the first time that the event is linked to fashion,” said Marzotto, who is an advising member of Italy’s cystic fibrosis association, which cooperates with the foundation. The 90,000 euro, or $119,700, proceeds from the sale will be donated to an all-women’s research team.