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As unexpected brand partnerships reach a peak, a fresh collaboration this summer comes from Lipton Ice Tea and streetwear label Cruel Pancake.
“That Summer Feeling” is Lipton Ice Tea’s first venture in fashion. The ‘90s-inspired, 25-piece clothing collection with Cruel Pancake, an up-and-coming label founded by French creator Hugo Philip in 2021, debuted during a pop-up event in Paris last month. Lipton also builds buzz around the collection through an ongoing influencer and PR campaign.
Photographer and cinematographer Ludovic Zuili shot the campaign visuals at a photoshoot on the French Riviera.
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https://www.adweek.com/brand-marketing/lipton-ice-teas-streetwear-collab-kicks-off-marketing-refresh/