Following the earthquake in the Abruzzo region of Italy, Coca-Cola launched a special project: “Tribute to Fashion”.
The September following the earthquake, during Milan’s Fashion Week, the most important Italian designers were invited to “dress” the famous Coca-Cola bottle, whose shape was in fact
inspired by the silhouette of a woman’s body. Marni designed four styles, one of which was a limited edition.
The City of Milan donated the proceeds of the sales to projects which would breath new economical life into the areas hit by the earthquake as well as to initiatives that would help promote job training for young people, and women in particular.