Absolut, has partnered with a trio of unlikely fashion talent – Drag star Tayce, top celebrity designer Chet Lo, and the Next Gen metaverse Ateliers Institute of Digital Fashion (IoDF) – to create a translucent ‘second-skin’ garment, offering a look into the future of fashion where people can freely express their identity.
This is the first of Absolut’s #BornToMix creative collaborations, celebrating the power of mixing it up – in drinks, in ideas and in life, all to create a better tomorrow.
Marnie Corrigan, Brand Director at Pernod Ricard UK, said, “Absolut was born as a spirit crafted to be mixed and has always believed that whether it’s cocktails, ideas, or people, life is most interesting when we mix things up. This is why this year, we’re so excited to kick off our #BornToMix collaborations with Tayce, Chet Lo and the Institute of Digital Fashion to give our consumers a glance at what the future of fashion can mean to them, and how Second Skin Couture can inspire people to show their true identities. We can’t wait to see fans try it on themselves through IoDf’s virtual fashion lens on social media.”
Absolut sales in the on-trade are growing at +94.4% following the launch of a new bottle in February and a remix of its flavoured range. The new packaging reflects the intensity of Absolut’s flavours and harmonises the portfolio, with the stripped-back design offering clearer navigation to encourage discovery and significantly improve shelf standout.