ABSOLUT FASHION

“It was great to be able to be associated with a company that has
such an understanding of fashion design and has supported
the work of fashion designers and artists over the years” (Tom Ford)

ABSOLUT FASHION first saw the light of day through a weightless, shimmery silver fabric. David Cameron's dress debuted in 1988 and propelled ABSOLUT into the fashion world. Cameron's silver mini dress was worn by model Rachel Williams. When the ad was launched, close to 5,000 phone calls were logged by the toll-free number that appeared in tiny type at the bottom of the ad. The majority of callers were women who wanted to purchase the dress.

ABSOLUT FASHION represents a synergy between the art of fashion and the creative spirit of ABSOLUT. The garments always show quality, cutting edge, prestige, imagination, wit, daring, style, sophistication and visibility. In short, ABSOLUT works with designers who have the same level of quality and style to equal our product. Since the designers have to please neither Seventh Avenue nor Main Street, the fashions are often over-the-top. Tone ranges from Piccone's sleek, white evening dress with white gloves featuring the ABSOLUT logo trailing down one side of the dress – to Jeanette Kastenberg's sequined jumpsuit patched with select images of works by such ABSOLUT artists as Warhol, Haring and Britto. Other leading designers represented in the ABSOLUT FASHION COLLECTION include Gianni Versace, Helmut Lang, Manolo Blahnik and John Galliano. Other examples of ABSOLUT FASHION are ABSOLUT NEWTON, ABSOLUT VERSACE,
ABSOLUT RUIZ DE LA PRADA, ABSOLUT TOM FORD. ABSOLUT GUCCI and ABSOLUT GAULTIER.

The ABSOLUT NEWTON (1995) campaign was shot by photographer Helmut Newton in and around the distillery in Åhus, Sweden, with model Kristen McMenamy. The collection showed high style ABSOLUT FASHION creations by fashion designers such as John Galliano, Helmut Lang, Anna Molinari and Martine Sitbon. ABSOLUT NEWTON was first presented as an eight-page insert in Vogue magazine. ABSOLUT VERSACE (1997) features a stunning fashion collection for ABSOLUT by Gianni Versace. The collection was photographed by leading fashion photographer Herb Ritts at the Ice Hotel in Sweden, 200 kilometers above the Arctic Circle. It features supermodels Kate Moss, Naomi Campbell, Marcus Schenkenberg and Mark Findlay. The campaign was an eight-page insert in Vogue.

ABSOLUT TOM FORD. ABSOLUT GUCCI (1999) is a fashion collection created by the American designer Tom Ford (Gucci). The outfits were photographed at a discotheque in Paris by photographer Mario Testino. The campaign was an eight-page insert in Vogue.

ABSOLUT GAULTIER (2002) is a campaign inspired by ABSOLUT and Swedish legends and contains haute couture by Jean-Paul Gaultier. The outfits were photographed in the Stockholm archipelago by fashion photographer Jean-Baptise Mondino. The campaign was an eight-page insert in Vogue and other European fashion magazines.