Heineken’s playful fashion collab with MSGM misspells the brewer’s name on purpose

Publicis Italy/LePub helps launch 150-piece capsule collection for Heineken—or as the Italians call it, ‘Ainechen’

Published On
Jul 14, 2023
A woman wearing an 'Ainechen' shirt and holding an 'Ainechen' beer

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Most people say “Heineken,” but in Italy, they proudly pronounce the beer as “Ainechen.” Now, fashion house MSGM and Heineken use the mispronunciation to create a clothing line to celebrate Heinneken’s 150th anniversary. 

The two brands partnered with the Publicis Italy/LePub to create the 150-piece capsule collection.

Models wearing 'Ainechen' fashions

Models wearing 'Ainechen' fashions

An 'Ainechen' box being lowered from the sky

The feel-good video included in the campaign shows friends racing to a rooftop, enjoying Heineken beers, and wearing jersey polo shirts and tank tops featuring the signature MSGM x Heineken and “Ainechen” labels.


Misspellings have been a theme of Heineken’s 150th birthday celebrations—as seen in this 90-second video from June, also from Le Pub.

“We are incredibly proud to contribute with our creativity and ‘Made in Italy’ expertise to such a momentous celebration,” said Massimo Giorgetti, creative director of MSGM, in a statement. “The polo shirt created for Heineken’s 150th anniversary reflects our DNA—a contemporary vision, positivity and lightness.” 

Fashion photographer Brett Lloyd shot the campaign—both the stills and the video. It will launch when Heineken releases it on its social media channels on July 17.


Jul 14, 2023
Client :
Client :
Global CEO :
Bruno Bertelli
Chief Creative Officer :
Cristiana Boccassini
Chief Creative Officer :
Mihnea Gheorghiu
Executive Creative Director :
Eoin Sherry
Global Creative Director :
Jack Christensen
Associate Creative Director :
Corina Patraucean
Creative Director :
Rainor Marinho
Senior Art Director :
Giulia Trimarchi
Senior Copywriter :
Gian Marco Panichelli
Senior Art Director :
Mattia Anelli
Senior Copywriter :
Andrea Zanino
Global Head of PR and Communication :
Isabella Cecconi
Digital Pr Manager :
Carol Verde
PR Manager :
Eleonora Botta
Group Strategy Director :
James Moore
Senior Strategic Planner :
Alex Moore
Head of Social & Content :
Valentina Salaro
Social Media Manager :
Saraluna Goodloe
Global Client Service Director :
Simona Coletta
Group Account Director :
Luigi Palma
Account Manager :
Federica Mileti
Chief Creation Officer :
Francesca Zazzera
Head of TV Production :
Anna Sica
TV Producer :
Matilde Bonanni
Founder and Creative Director :
Massimo Giorgetti
Head of Communication :
Alessandro Biamonti
Head of Wholesale and Franchise :
Vincenzo Ferrante
Marketing Director :
Jan Bosselaers
Marketing Manager :
Myrsini Tsoukaki
Senior Brand Manager :
Larissa Koper
Junior Brand Manager :
Elena Bellini
Digital Media Manager :
Luca Rimoldi
PR and Corporate Affairs Specialist :
Fiammetta Ventura
Events Manager :
Chiara Zucchetti
Media & Marketing Capabilities Manager :
Giorgia Prestigiacomo
Studio :
Executive Producer :
Francesco Bernabei
Digital Artist :
Francesco Taddeucci
Digital Project Manager :
Davide Grigatti
Production :
Brett Lloyd

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