Since the early 1990s, ABSOLUT has collaborated with fashion designers such as Tom Ford and Versace, Stella McCartney and Gaultier. Now, ABSOLUT intensifies its commitment to fashi...

Since the early 1990s, ABSOLUT has collaborated with fashion designers such as Tom Ford and Versace, Stella McCartney and Gaultier. Now, ABSOLUT intensifies its commitment to fashion by launching the ABSOLUT MODE EDITION in collaboration with three leading names from the contemporary fashion scene.

The ABSOLUT MODE EDITION is a redesign of the iconic ABSOLUT bottle, reflecting the world of fashion through twelve facets. It is wrapped with a band in midnight blue silk cloth with text embroidery. To capture the unique bottle design, fashion photographer Sharif Hamza built a large version of the bottle, with mirror facets. He placed supermodel Shannan Click within the bottle, and dressed her in midnight blue creation. The shoot resulted is one of the most fashionable ABSOLUT campaigns ever.

“There is a wonderful association between ABSOLUT and some of the great photographers of our past – like Helmut Newton and Herb Ritts. It’s an honor to be included in this group of legendary image makers,” said Sharif Hamza.

To celebrate the launch of ABSOLUT MODE EDITION, ABSOLUT also teamed up with fashion designer Gareth Pugh. Pugh’s reflection of fashion is showcased through a unique handmade bottle collar, which sits perfectly on ABSOLUT MODE EDITION. Inspired by the “Stealth Bomber” arms from his Spring/Summer 2007 show, Pugh’s bottle collar enhances the silhouette of the ABSOLUT MODE EDITION, while simultaneously capturing the essence of Pugh’s impressive work.

The ABSOLUT MODE EDITION will be launched in around 80 markets all over the world, and ABSOLUT expects to sell about 2.7 million bottles. The bottle will be available during a limited period of time. Gareth Pugh’s dressed bottle is highly exclusive, and only made in an edition of 75.

At www.absolut.com/mode anyone can be their own stylist by combining pieces from an online fashion collection to create their own look. The look can be shared on Facebook and/or published at the Look Gallery.

Previous end of the year limited edition bottles have become collectors’ items and are sought after at auction sites, including:

2006 ABSOLUT BLING-BLING

2007 ABSOLUT DISCO

2008 ABSOLUT MASQUERADE

2009 ABSOLUT ROCK

2010 ABSOLUT GLIMMER

For press images or further information visit http://press.absolut.com.

Campaign credits:

Campaign Concept & Art Direction: Frankenstein

Bottle Concept & Design: Family Business

Photographer: Sharif Hamza

Stylist: Veronique Didry

Makeup artist: Lucia Pica

Hair stylist: Luke Hersheson

Model: Shannan Click

Art buying & Producer: Lola Production

For further information, please contact:

Ulrika Lövdahl, Global Project Manager, The Absolut Company,

E-mail ulrika.lovdahl@pernod-ricard.com, Phone: +46 70 3477187

Robert Furelid, Global PR Manager, The Absolut Company,

E-mail robert.furelid@absolut.com robert.furelid@absolut.com, Phone: +46 73 2754116