Press Release | Great Tastes

LIFEWTR and CFDA Partner on a Multifaceted Collaboration Aimed at Supporting Emerging Fashion Designers for Brand's Series 3 Launch


PURCHASE, N.Y., (August 15, 2017) – LIFEWTR, a premium bottled water that advances creativity, art and design to serve as a source of inspiration and hydration, is partnering with the Council of Fashion Designers of America (CFDA) on a wide-ranging, multi-faceted global collaboration to help emerging fashion designers make their mark in the highly competitive national and international markets.

Through this partnership, three talented participants of the prestigious CFDA+ spotlight program, Adam Dalton Blake, Tiffany Huang and Ghazaleh Khalifeh, will be given the career-changing opportunity to have their bespoke designs displayed on nearly 40 million bottles of LIFETWTR for its Series 3. They will also present their collections on the first day of New York Fashion Week, bringing three exciting new talents to the NYFW’s Official Schedule. Included in the presentation will be the patterns that adorn Series 3 bottle designs and serve as inspiration for the designer’s collections.

Additionally, CFDA and LIFEWTR will provide these young up-and-comers with mentorship, access and networking opportunities. The designers will meet with stylists, set designers, hair and makeup artists and show producers, which will help bring their sartorial vision to life and get their designs in front of influential retailers, editors, tastemakers and customers.

“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 began in early 2017 and will continue to create additional opportunities and visibility for LIFEWTR artists in the fashion community through 20 events this year. Previously, LIFEWTR was the official water partner of the 2017 CFDA Fashion Awards in June, the organization’s celebration of the best and brightest in American fashion, with its Series 2 bottles and artwork prominently featured throughout the venue. LIFEWTR also had a presence at New York Fashion Week: Men’s in July with a Women in Art pop-up gallery. LIFEWTR will continue to have 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 Series 3 fashion designers, Adam Dalton Blake, Tiffany Huang and Ghazaleh Khalifeh, are all focused on the area of textile and print designs. The presentation will take place on September 7th at Pier 59 and will showcase their Spring-Summer 2018 collections.

PepsiCo introduced LIFEWTR in February 2017 as a purified water that is pH balanced with electrolytes added for taste. Released in a series of three and changing several times a year, LIFEWTR designs provide exposure for emerging artists and creatives from the worlds of graphic design, fashion, fine arts, photography and more. Previous design series have included women in the arts (Series 2) and public art (Series 1).

The LIFEWTR Series 3 bottles are now available in the U.S. in two sizes: 700mL and 1L. For more information please visit

About the Designers:

  • Adam Dalton Blake (RISD): Blake is a contemporary menswear designer who recently graduated from the Rhode Island School of Design (RISD) with a BFA in men’s apparel design. With work experience from Robert Geller, Greg Foley and Tommy Hilfiger, he currently works as an Assistant Designer of Knits and Sweaters at Bonobos. Designing for the man who is not afraid to be seen, his inspiration comes from themes or narratives that embrace the colorfully absurd and wildly imaginative.
  • Tiffany Huang (Parsons): Huang is an artisanal womenswear designer with a specialization in sustainable/conscious textiles and a BFA graduate from the Parsons School of Design. She has received numerous accolades including the Kering X Empowering Imagination Award and was selected as a CFDA+ Design Graduate. She is currently an innovator in residence at XRC Labs, was also a finalist for Eyes on Talents Innovation Award and semifinalist for Designer of the Year at Parsons. Her last name, which means Yellow in Chinese, connects to her deep interest in color when approaching design.
  • Ghazaleh Khalifeh (AAU): Khalifeh is a textile designer who holds an MFA in textile design and a BFA in fashion design from Academy of Art University in San Francisco. Her professional experience includes a design internship at Diane Von Furstenberg, while her works – including an illustrated homage to Yves Saint Laurent – have been exhibited at iconic locations throughout the world, including City Hall of Paris, Lincoln Center during New York Fashion week and BASE Milano in Italy. Her style focuses on reviving artisanal traditions and cross-collaborations while staying true to the bespoke manufacturing process.

About PepsiCo 
PepsiCo products are enjoyed by consumers one billion times a day in more than 200 countries and territories around the world. PepsiCo generated approximately $63 billion in net revenue in 2016, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including 22 brands that generate more than $1 billion each in estimated annual retail sales. At the heart of PepsiCo is Performance with Purpose – our fundamental belief that the success of our company is inextricably linked to the sustainability of the world around us. We believe that continuously improving the products we sell, operating responsibly to protect our planet and empowering people around the world is what enables PepsiCo to run a successful global company that creates long-term value for society and our shareholders. For more information, visit

About the CFDA 
The Council of Fashion Designers of America, Inc, (CFDA) is a not-for-profit trade association founded in 1962 with a membership of over 500 of America’s foremost womenswear, menswear, jewelry, and accessory designers. In addition to hosting the annual CFDA Fashion Awards, the organization owns the Fashion Calendar and stages New York Fashion Week: Men’s. It also offers programs which support professional development and scholarships, including the CFDA {Fashion Incubator}, the CFDA/Vogue Fashion Fund, the Geoffrey Beene Design Scholarship Award, the Liz Claiborne Design Scholarship Award and the Kenneth Cole Footwear Innovation Award. Member support is provided through the Strategic Partnerships Group, a group of high-profile companies offering designers strategic opportunities. The CFDA Foundation, Inc. is a separate, not-for-profit organized to mobilize the membership to raise funds for charitable causes. Through the Foundation, the CFDA manages the worldwide Fashion Targets Breast Cancer initiative and raises funds for HIV/AIDS organizations, among other programs. For more information, please visit,,,, and

For More Information Contact: 
Alison LaFleur

Alexandria Denti
Golin on behalf of PepsiCo 

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