Heineken Collaborates with MSGM Fashion House to Commemorate 150 Years of Success
Heineken Joins Forces with MSGM Fashion House to Commemorate 150 Years of Good Times
chandni
Heineken, in a global campaign that embraces the diverse ways consumers refer to its brand, is celebrating its remarkable 150-year journey by honoring its loyal customers worldwide. In a special collaboration exclusive to Italy, the renowned "Good Times" brand has teamed up with MSGM, one of the country's leading fashion brands, to create a limited-edition capsule collection comprising 150 unique pieces. This exciting partnership allows Heineken to vividly celebrate its slogan of "150 years of good times, one way or another."
The focal point of this collaboration is a creatively designed jersey polo shirt proudly displaying the MSGMxHeineken signature, playfully capturing the distinct pronunciation of the brand by millions of Italian consumers as "Ainechen." By merging the worlds of beer, synonymous with conviviality, and fashion, a chosen language of self-expression, Heineken and MSGM have brought this campaign to life with the expertise of the creative agency Publicis Italy/LePub.
Renowned fashion photographer Brett Lloyd skillfully captured the essence of this collaboration through six exclusive images and a captivating video, showcasing his distinctive and unique style.
Jan Bosselears, Marketing Director of Heineken Italia, expressed great enthusiasm about the partnership, stating, "We are thrilled to announce our new collaboration with MSGM, the most innovative and established fashion brand on the national and international stage, as we celebrate the 150-year history of our iconic brand."
Italian Youth's Passion for Fashion Ignites Creative Collaboration Between Heineken and MSGM
The fashion-forward younger generation in Italy, particularly Gen Z, showcases an infectious enthusiasm for clothing, style, and the latest trends. They embrace fashion as an authentic and unbiased form of artistic expression that celebrates individuality without barriers. Recognizing this cultural shift, Heineken has partnered with MSGM to create a limited-edition collectible polo, commemorating their significant milestone while sending a powerful message of inclusiveness to their consumers.
Massimo Giorgetti, the creative director of MSGM, expressed immense pride in contributing the brand's creativity and expertise in Italian craftsmanship to such a momentous celebration. He emphasized that the polo shirt designed for Heineken's 150th anniversary truly reflects their DNA—a contemporary vision, positivity, and a sense of lightness.
Bruno Bertelli, Global CEO of LePub, Global CCO of Publicis Worldwide, and CCO of Publicis Groupe Italy, highlighted the unexpected and culturally significant outcome of blending these seemingly distant worlds. He expressed pride in bringing this innovative collaboration to life, as it marks the first-ever partnership between Heineken, the brand of "good times," and one of the fashion industry's most innovative players. It is no coincidence that this collaboration originated in Italy, the epitome of fashion's highest expression.
