ABSOLUT Mode Celebrates 25 Years

By Jenna Hawkins / December 1st, 2011 in Fashion / Sydney / 378 views

ABSOLUT, the world’s original premium vodka label, has a legacy with the fashion industry that comes to a head in their latest video, ABSOLUT Mode x Gareth Pugh, which embodies several of the brand’s core values of originality, quality, creativity and pushing boundaries. Produced by Grant Muir of Morph Visual and interspersed with footage from Sharif Hamza‘s campaign shoots, the video is an exploration into the relationship between the iconic brand and irresistible fashion labels.

While, the fusion between fashion designers and brands is nothing new today, it was fertile territory back when ABSOLUT first explored the concept of creative collaborations in the mid eighties, and over the decades ABSOLUT has joined forces with some of the biggest names, as well as uncovering raw talent and true creativity, regardless of fame. Most notably, ABSOLUT (Marc) JACOBS was created years ahead of his pivotal grunge collection, and well before his tenure with Louis Vuitton, at a time when he was virtually unknown outside the core NYC fashion scene.

The idea to collaborate with designers in Australia coincides with the release of ABSOLUT MODE, and the concept to partner with a premium selection of original and established fashion labels and retailers was an innovative way to celebrate a limited edition release beyond the industry. Designers involved included, Alexandra & Genevieve Smart (GINGER & SMART), Camilla Freeman Topper and Marc Freeman (camilla and marc), Kate Sylvester, Marnie Skillings, Bassike and Nicole and Simone Zimmermann (Zimmermann).

The video is a time warp following ABSOLUT’s collaborations with designers and fashion industry experts for the last 25 years, including unforgettable moments from Helmut Newton, John Galliano, Versace, John Paul Gaultier and Tom Ford, up until their most recent collaboration with the modern prince of avant-garde fashion, Gareth Pugh who redesigned ABSOLUT’s iconic bottle silhouette, ‘dressing’ the bottle with a ‘custom made collar.’