Absolut inspiration leads to lingerie
For the past three years, to promote the Swedish spirit’s brand image as “creative, intelligent, witty and charismatic,” a company project titled “Absolut Label” has commissioned various fashion items ― from clothes to bags and now underwear ― from select up-and-coming designers around the world. Such creative connection with Absolut Vodka was kick-started with the legendary Andy Warhol in 1985, and the tradition has continued to this day with cultural super-stars such as Damien Hirst, Jean-Paul Gaultier, Tom Ford and Wally Lopez, to name just a few.
The participants, selected by the brand’s representatives around the world, have each year been given one word from the Absolut Vodka bottle design as their theme.
This year, it was “1879,” extracted from the bottle and used as inspiration for the eight chosen designers ― from Argentina, Brazil, Canada, Greece, India, Poland, Spain and the United Kingdom ― to create underwear collections.
The “Absolut Label” project involves direct links to cutting-edge fashion by exposing young designers with promising futures to the international platform. During and after Absolut Vodka projects, many designers have quickly risen to become global hot tickets; Lesley Mobo of the Philippines, Swash of the United Kingdom and Ashish of India are rising stars at the London Fashion Week.
When “The 1879 Collection” was unveiled for the first time in Asia last week at Buschel, an event hall in Samseong-dong, guests were requested at the entrance to don black masks for both viewing the designs and to wear during the dance party that followed.
Decorated in a 19th century Victorian theme, the event hall was very dark except for a few glittering chandeliers. The background music, however, was very up-to-date, chic lounge.
After dim lights on one side of the wall flashed on, the guests were treated to some tantalizing erotica ― the lingerie show was staged by models inside a wall-to-wall glass cage framed in gild.
Following its debut at the Korean show, the presentation will travel to the Philippines in June, followed by other cities in Asia, according to Vikcy Chen, the brand’s Asia-Pacific marketing manager.
by Ines Cho