Pepsi Forays Into Fashion

Beverage giant Pepsi will soon be launching its own fashion line.

And just as it had relied heavily on high-profile celebrities for its soft drink advertising campaigns, Pepsi’s fashion line also will also be counting on celebrity endorsements.

According to Joanne Loria, executive vice president of the Joester Loria Group, Pepsi's licensing agency, "This is not a line that will be advertised in style magazines, but could be photographed on a star and featured in that magazine".

Pepsi has previously tapped such names as David Beckham, The Spice Girls, and Cindy Crawford for its adverts, and it is expected names just as illustrious will be recruited to front Pepsi’s fashion line, which will include sportswear, denim, and outerwear that will sell from $12, and will be available in 1000 stores by next year.

Pepsi has previously launched a menswear line, which is currently available in 200 stores.

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