‘Chupa Chups’ and Meraki stun audiences with cross-industry fashion collaboration at CFW 2023

‘Chupa Chups’, one of the most recognized and loved brands of Perfetti Van Melle Lanka (Private) Ltd and fashion designer Sharmila Ruberu of Meraki collaborated to create an extraordinary collection that mesmerised audiences at the recently concluded Colombo Fashion Week 2023. Titled ‘Sensurreal’, the collection represented the first time that an internationally renowned lifestyle confectionery brand partnered with a Sri Lankan designer at Sri Lanka’s only internationally acclaimed fashion week.

Inspired by the vibrance and playfulness of the ‘Forever Fun’ confectionary brand ‘Chupa Chups’, the collection showcased the confectionery brand’s signature personality fused together with the unique design aesthetic that Meraki is known for. Leaving a lasting impression on all attendees and stakeholders involved in the fashion industry of Sri Lanka, Sensurreal was a prime example of how cross-industry collaborations can push the bounds of creativity.

Speaking about this groundbreaking initiative, Mohit Bhalla, Country Manager of Perfetti Van Melle Lanka Pvt. Ltd., said, “We are thrilled to partner with CFW and Sharmila, which represents a unique collaboration in Sri Lanka that embodies the spirit of our beloved and forever fun Chupa Chups brand.”

Meanwhile, Christine Cool, Licensing Area Manager of Perfetti Van Melle, added, “Sharmila has elevated the Chupa Chups brand to sheer poetry with this beautiful fashion collection. By adding touches of vibrant colour and iconic elements of the brand to the delicate fabrics of her silhouettes, she evokes the thrill of anticipation when you open the lollipop wrapper and are about to indulge yourself.”

Ajai Vir Singh, Founder of Colombo Fashion Week, opined, “In this milestone 20th year, it was great to collaborate with a global lifestyle brand like Chupa Chups as we continuously look to expand the scope of the fashion design industry in Sri Lanka. As we embark on another 20 years ahead, I am thankful for this new partnership which will certainly grow as we progress together,”

Sharmila Ruberu, Founder of Meraki, commented, “I had a great deal of fun working on this collection with both CFW and Perfetti teams. Although the timelines were tight, everything came together awesomely well. I hope that this collaboration opens the doors for other designers to question what is the norm and push themselves to even greater heights.”

Chupa Chups is one of Perfetti Van Melle’s most recognized and loved brands globally. It was a matter of great pride for Sri Lanka when the country became only the seventh in the world to house a Chupa Chups production facility. This collaboration builds on the footprint established by the brand by taking a phenomenal leap in the way brands can be associated with fashion. Sensurreal is also synonymous with other such collaborations that have been done by Perfetti Van Melle brands globally, which are managed by its very own licensing division.

About Perfetti Van Melle

The global confectionery group Perfetti Van Melle is a privately-owned company producing and distributing candies and chewing gums in more than 150 countries worldwide, and it owns many much-loved brands. PVM’s own licensing division unlocks the power of several of its most popular brands through a successful licensing program by merging art, fashion, pop culture, and candy.

About Colombo Fashion Week

Colombo Fashion Week is a developmental platform that started in 2003 and celebrates 20 years this year and has contributed significantly to creating a fashion ecosystem in Sri Lanka where over 80% of designers we see today are products of the CFW platform.

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