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ABSOLUT LABEL – WHEN VODKA DESERVES ITS OWN FASHION BRAND

Absolut wanted to court the fashion press – and did so, for nine years – by sending out a calendar featuring up-and-coming designers. 

Since the Swedish vodka brand already had serious art & culture credentials, we suggested that instead of riding the coat tails of fashion, start your own label.

For three years, we sourced and briefed rising stars in the fashion industry, from markets where Absolut needed a boost, including Turkey, New Zealand, Germany, France, Spain, Denmark, and India. 

Each season took a word from the classic Absolut bottle as its theme, and a different fashion item: Year 1 was t-shirts, Year 2 bags, Year 3 underwear.

‘Absolut Label’ limited edition fashion items were seeded in PR, used in fashion editorial through our own photography, and given to influencers within the industry.  Some of the up and coming designers have very much upped and arrived, including Henrik Vibskov, Ashish and Yazbukey.