ABSOLUT is presenting a new limited-edition vodka as homage to the world of fashion and launches a campaign, inspired by the haute-couture and exquisite styles, to support the release of the new product. The ABSOLUT Mode Edition (that is the name of the new offering) represents the spirit of the fashion universe—the bottle, which seems to be quite simple at first sight, embodies the true style and elegance with multiple facets and a silk dark blue string featuring text embroidery.

Photo: www.harveynichols.com, click to enlarge

Now, the bottle is available exclusively at Selfridges and Harvey Nichols at the price of £30 per 1000 ml, and after September 5 the edition will hit the shelves of other major supermarkets across the UK. “A strikingly chic redesign of the iconic ABSOLUT bottle, ABSOLUT Mode draws upon its heritage and reflects the world of fashion through its twelve faceted bottle shape, wrapped in a stunning silk cloth design. Smooth, rich and sumptuously balanced, ABSOLUT Mode tastes delicious when served straight up on the rocks or, alternatively, when mixed in vodka based cocktails,” states www.harveynichols.com.

For decades, the ABSOLUT Vodka brand has been teaming up with outstanding figures in the art and fashion sphere for unique projects and designs: it has collaborated with Tom Ford, Versace, Stella McCartney and Gaultier, creating new fabulous lines and ads. For the promotion of the new edition, the brand partnered with New York photographer Sharif Hamza, who collaborated with BMW and Vogue, to create the ’Reflections of Fashion’ campaign, featuring supermodel Shannan Click.

“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,” says Sharif Hamza.