SweeTARTS®, the iconic candies that deliver the perfect balance of sweet and tart, announced its partnership with Council of Fashion Designers of America (CFDA) designer Christian Siriano in celebration of SweeTARTS “Be Both” campaign. Siriano designed a custom couture look inspired by the brand, which celebrates the freedom to be “more than one thing.”
Siriano designed the look using the SweeTARTS Original and Mini Chewy products as inspiration. He chose a textured stretch crepe fabric that is soft but also gives a sense of structure for the suiting. The fringe was inspired by SweeTARTS Ropes, adding some movement and drama to the dress. The overall inspiration of the look embodies the “Be Both” ethos that the brand has adopted.
Earlier this year, SweeTARTS launched a new marketing campaign called “Be Both,” celebrating the multi-dimensionality of its products, and it’s Gen Z brand fans who live unapologetically colorful lives. The new campaign champions Gen Z and their desire to reject one-dimensional definitions of identity, by celebrating their passions, expressions, and tastes, and connecting this back to the brand’s multitude of colliding flavors, textures, and forms.
The ensemble will make its public debut at Siriano’s runway show during the upcoming New York Fashion Week, worn by a special celebrity guest who will be seated front row.