To mark the launch of its new packaging and the redesign of its label, Sprite hosted a streetwear fashion show at Guastavino's, complete with skateboarders, break-dancers, and a smattering of celebrities, including Missy Elliott, Kanye West, X-Men 3 costar and model Omahyra, and Diddy's former umbrella lackey, Farnsworth Bentley. Don King, group director, Sprite, Coca-Cola North America, oversaw the Sprite brand team's development and organization of the event; the Strategic Group produced it.Custom-hued blue carpet led to the entryway of the venue, where a huge skateboard half-pipe, built by Brooklyn-based Coda Skateboards, was the stage for a few skateboarders' stunts. On the other side of the blue carpet, break-dancers performed. Inside on the second floor, 350 guests found their seats around a U-shaped runway, where streetwear designers RocaWear and Triple Five Soul, and skateboard apparel designers Etnies, LRG, and WESC showcased 15 to 20 looks from their fall 2006 collections during a 35-minute runway show. Each label's designer was also tasked with creating a look inspired by Sprite's new logo or label—one slapped the logo on a T-shirt, while another incorporated the logo's colors into an outfit. DJ du jour Steve Aoki had runway sound track duties.
An after-party followed the show, with approximately 500 additional guests in attendance, who mingled in lounge areas with blue couches and ottomans, and listened to music spun by DJs Clark Kent and Stretch Armstrong.
—Suzanne Ito
Posted 05.31.06
Photos: Johnny Nunez/Nubuzz Photo
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An after-party followed the show, with approximately 500 additional guests in attendance, who mingled in lounge areas with blue couches and ottomans, and listened to music spun by DJs Clark Kent and Stretch Armstrong.
—Suzanne Ito
Posted 05.31.06
Photos: Johnny Nunez/Nubuzz Photo
Related Stories
Drink Pink! New Tab Launches With Logos
Diet Dr Pepper Tour Gives Mini Makeovers
EW Party Offers Sweet Sponsorship Deals
Skateboarders performed for arriving guests on a ramp built by Brooklyn-based Coda Skateboards.
A blue carpet—the same hue as one of the logo's new colors—led to the entrance of Guastavino's.
Break-dancers performed on the other side of the blue carpet.
LRG dressed two of three models in Sprite's logo colors.
Blue couches and ottomans with throw pillows filled corners of Guastavino's for the after-party.
Stylists from Warren-Tricomi Salon prepped models' hair before their turns on the runway.
