Lipton Ice Tea launches 1990s-inspired fashion collection

Lipton Ice Tea has launched its first fashion collection in collaboration with streetwear brand Cruel Pancake, which is being promoted through a social media campaign.

The photo-led campaign, which was shot on the French Riviera, features 92-year-old model Andrés Garcia-Carro Crespo alongside Gen Z models to highlight the nostalgic vibe of the partnership.

The creator campaign is being managed by Billion Dollar Boy and features eight ambassadors promoting the collection across social media, supported by an influencer gifting programme targeting talent in various countries, including the US, UK and Australia. 

Thirty influencers will also wear the limited-edition collection,“That summer feeling" at the Sziget Festival 2024 in Hungary, which started on 7 August.

The 25-piece collection, draws inspiration from the 1990s, reflecting the era’s aesthetic and the nostalgia associated with Lipton Ice Tea as a summer staple.

The collection was launched on 13 July at a pop-up event in Paris, which drew more than 1,500 visitors without prior advertising. People who missed the pop-up can participate in an online game hosted on Cruel Pancake’s Instagram for a chance to win items from the collection.

The collection features vibrant designs, including Harrington jackets, shorts, bandanas, visors, towels and beach bags. 

Victoire Binet, global digital marketing and brand engagement director of Pepsi Lipton, said: “This collaboration with Cruel Pancake represents both a turning point and a continuity: Lipton Ice Tea stands for sunshine in a bottle, tangy colours and a passionate community.

“Working with Cruel Pancake is a dream come true, because the DNA of our two brands is completely intertwined.”

Cruel Pancake’s artistic director, Hugo Philip, added: “We have worked hard on this collection to ensure crisp details and a perfect fit. The creative proposal of this collaboration encourages us to move away from the conventional and the shyness and invites us to boldly assert ourselves by wearing bright colours all summer long.”

Maxime Rozencwajg, senior account director at Billion Dollar Boy, said: “We’re super-excited about this collaboration because of its unique approach to supporting creator entrepreneurs and inserting heritage brands into new verticals."