Inspiration and the advancement of creativity—values the CFDA shares with LIFEWTR, its newest strategic partner.
The collaboration is multi-faceted and aims to support emerging talent establish themselves in the highly competitive national and international markets.
Enter LIFEWTR’s Series 3. The premium water that advances creativity, art and design to serve as a source of inspiration and hydration has unveiled the third edition of bottles featuring the unique designs of three major talents— Adam Dalton Blake, Tiffany Huang and Ghazaleh Khalifeh. The trio emerged from our prestigious CFDA+ spotlight program.
These designs will grace nearly 40 million LIFEWTR bottles. LIFEWTR and CFDA are providing Blake, Huang and Khalifeh with the opportunity to present their collections on the first day of New York Fashion Week, as well as mentorship, access and networking opportunities. The designers, whose spring collections will incorporate their bespoke patterns, will meet with stylists, set designers, hair and makeup artists and show producers.
“Beyond being a source of hydration, LIFEWTR is a brand committed to giving a platform to emerging creative talent to be discovered, helping them bring to life their long-term aspirations and inspire their audiences. We are very excited to partner with CFDA as our purpose perfectly aligns with its mission to advance fashion, by helping talented emerging designers to break through,” said Olga Osminkina-Jones, Vice President, Hydration, PepsiCo Global Beverage Group. “Together with the CFDA, we are offering the platform and guidance to help jumpstart these designers’ careers, by giving them visibility on nearly 40 million of our bottles and during New York’s legendary Fashion Week.”
The year-long, multi-faceted LIFEWTR x CFDA partnership started earlier this year. LIFEWTR was the official water partner of the 2017 CFDA Fashion Awards in June with its Series 2 bottles and artwork prominently featured throughout The Manhattan Center’s Hammerstein Ballroom. LIFEWTR also had a presence at New York Fashion Week: Men’s in July with a Women in Art pop-up gallery. The water brand also has a presence at The Retail Lab – a curated shop at Cadillac House currently showcasing Pamela Love, followed by Prabal Gurung in October.
“Support for creators and creativity to spark inspiration is a core pillar of the CFDA, and we are proud to partner with LIFEWTR, which shares the same ethos,” said Steven Kolb, President and CEO of the CFDA. “We are especially excited that LIFEWTR is able to provide three emerging CFDA recognized fashion and textile designers with the opportunity to feature their aesthetic on their water bottles, giving them global exposure.”
The designers’ NYFW presentation will take place on Sept.7 at Pier 59.
