Che Bella

I seem to find something new each time I walk through Whole Foods. Usually it's a some kind of granola bar or organic yogurt I've never seen before, but last night something unexpected popped out at me--Missoni-designed San Pellegrino bottles sitting pretty in those classic, identifiable zig-zags.

I know this kind of collaboration is nothing new, but it still surprises me every time I see something like this--does everyone remember the Karl Lagerfeld edition Coca Cola bottles? Paul & Joe for Perrier? This kind of partnership is so interesting to me--fashion permeating the branding of a basic product. What do you think? Is this exciting in a way or off-putting?