Glenfiddich partners with designer Ahluwalia for barstaff

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In what Glenfiddich say is the first-of-its-kind fashion partnership, they have joined forces with luxury fashion label Ahluwalia to create specially designed jackets for bar staff. It follows the brands global fashion partnerships with Jordan Gogos, Mr Porter and Stephy Fung, and in the wake of London Fashion Week Spring Summer 2024,

The range, called, Glenfiddich Rare Measures by Ahluwalia, contains 150 ‘luxury garments’ specially create for the British bartending community with 5 garments made available to members of the public to win via a ballot of the Glenfiddich website.

Ahluwalia’s designs have been worn by the likes of Alicia Keys, Charithra Chandran, Jorja Smith, Davido, and Seth Rogen.

Glenfiddich Brand Ambassador to Scotland, Mark Thomson says, “Glenfiddich is always looking for ways to push the limits of what’s expected from a whisky brand. Similarly, Priya has been breaking boundaries in the fashion industry so partnering with her and the Ahluwalia brand for this first-of-its-kind fashion partnership for Glenfiddich UK made perfect sense.

“We want to use this partnership and the stunning jacket she has designed to say thank you to the bartending community as we head into what will be the busiest quarter of the year for the ontrade; a garment that not only looks great but perfectly embraces Glenfiddich’s rich history.”

Founder and Creative Director Priya Ahluwalia said, “Being able to immerse myself in the history and character of Glenfiddich whilst up at the distillery was an integral part of the creative process.

“I wanted to create something that was true to the Ahluwalia world aesthetic, whilst incorporating Glenfiddich’s history, but most importantly championed its drive to innovate and look forward. We’ve used the original distillery map as the base design as the centrepiece of the jacket then combined traditional and contemporary materials to represent the brand’s modern values.”

To find out how to get your hands on one of the garments, Glenfiddich are encouraging you to get in touch with your William Grant & Sons sales representative.