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Fashion editor and creative director Nicola Formichetti has teamed up with Pepsi on a global interactive design challenge that wraps up this week.
The "Live For Now" competition is giving consumers all over the world the chance to design their own Pepsi cans that will be judged by the Italian-Japanese style expert on May 13. The final winner will be offered an exclusive design experience at the PepsiCo Design & Innovation Center in New York City.
In honor of the occasion Formichetti has also come up with his own innovative twist on the traditional Pepsi bottle. The design features a monochrome black and white background, with "doodle" style illustration, and a brightly colored focal point in the red and blue hues of the brand.
"I wanted to pay homage to a brand that is so iconic and well-known around the world through the right balance of maintaining their recognizable color palette, but giving it a contemporary and modern twist that reflected my personal style and design," he explains.
The challenge is part of a wider initiative by Pepsi to be seen as a lifestyle brand. Formichetti agrees that the boundaries between fashion and lifestyle are becoming more blurred, saying: "Fashion and design can be interpreted in different facets and platforms -- from brands and products to the runway and architecture."
Participants can upload their design submissions on www.pepsichallenge.com until May 13.