By Gary Symons
TLL Editor in Chief
Italian designer Fendi took the Milan catwalk by storm, debuting a unique leather lollipop holder for Chupa Chups.
The playful accessory, hung from a purse or as a necklace, is a collaboration between Fendi and confectioner Perfetti Van Melle for the world’s most famous lollipop.
The unveiling of the Fendi x Chupa Chups Lollipop Holder at Fall/Winter Milan Fashion Week captivated audiences, showcasing the playful charm infused into this innovative accessory. The Lollipop Holder not only accompanied the models in some of the outfits but also added an extra fun element to the lively backstage area.
The exclusive collaboration also introduces a limited edition of Chupa Chups, featuring the logos of both partners. These specially crafted lollipops are exclusive to this partnership and are included with every purchase of the Fendi x Chupa Chups Holder. It’s a limited edition release that only a true sucker would miss out on.
“I couldn’t be more excited that Fendi, the trailblazing Italian fashion powerhouse, has brought their fashion-forward flair to the creation of the premium Chupa Chups Holder,” says Marta Ballesteros, Global Licensing Manager at Perfetti Van Melle. “They flawlessly captured the essence of the Chupa Chups brand, infusing the collection with delightful playfulness. Without a doubt, the sweetest and most luxurious accessory of the season!”
The Fendi x Chupa Chups Lollipop Holder will be launching later this year as part of the Autumn-Winter collection.
The haute couteur Lollipop Holder may seem an odd choice for a candy maker, but in reality, these kinds of artistic and fashionable collaborations are in Perfetti Van Melle’s DNA. Chupa Chups, for example, were launched as a product in 1958, but its flower-shaped logo was designed by the globally renowned artist Salvador Dalí, who was also known for his inimitable sense of style.
Perfetti Van Melle has been involved in extensive licensing campaigns for more than 25 years, with 11 brands currently involved in lifestyle or fashion licensing programs, including Mentos, Chupa Chups, Airheads, Alpenliebe, Frisk, Fruit-tella, Morositas, Smint, Big Babol, Goleador and Brooklyn.
“By merging art, fashion, pop culture and candy, the brands’ style guides offer original creativity to develop an ever-expanding universe of exciting lifestyle products, brand and retail experiences,” the company says. “In addition, the Mentos, Chupa Chups, Airheads and Fruit-tella brands offer the opportunity to take their characteristic and unique flavour profiles to selected categories in the food and beverage aisles with leading FMCG (Fast Moving Consumer Goods) partners.”
Got a great idea for a tasty collaboration? Contact Anna Amat, Area Licensing Manager at Perfetti Van Melle Licensing Division: anna.amat@perfettivanmelle.com.
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