Whether it’s reworking a vintage piece, integrating the new “it” color or searching for the perfect pair of leather skinnies, style mavens everywhere are gearing up for the fall fashion season. And to help fashionistas stay extraordinary all season long, Diet Coke will launch a new, limited-edition T-shirt available exclusively in Target stores.
The new T-shirt is the winning design from the second season of the Diet Coke Young Designer Challenge. Part of the brand’s iconic “Stay Extraordinary” platform, the challenge asked creative individuals to create an original T-shirt design inspired by the extraordinary style of Taylor Swift and the people who enjoy Diet Coke every day. Hundreds of designs poured in from across the country from eager, aspiring designers looking for the ultimate career boost – to see their design on Target store shelves.
“Diet Coke is more than just the great-tasting smart boost staple in the lives of fashionistas. It’s the ultimate accessory,” said Caroline Kibler, senior brand manager for Diet Coke. “The brand is synonymous with style, and fashion-focused programs like the Young Designer Challenge put the extraordinary talents of our fans in the spotlight.”
A public vote on social media in June narrowed submissions down to 10 finalists, and a fashionable judging panel, led by acclaimed designer Rebecca Minkoff, selected the winning design. The panel selected a creation from Brooklyn-based Julianna Bass as the grand-prize winner of the Young Designer Challenge. A rising star in the fashion world with experience working for several top designers, Bass edged out the competition with a glamorous sketch of a self-assured woman in a dramatically flaring red skirt leaning on a Diet Coke logo.
In addition to being the judging panel’s favorite, Bass’s design also won the popular vote online. Of the more than 135,000 votes submitted during the public voting phase, Bass’s design stood out as the clear frontrunner from the beginning.