ABSOLUT have collaborated with leading fashion designer Gareth Pugh to celebrate the recent launch of ABSOLUT MODE EDITION, a redesign of the iconic ABSOLUT bottle, reflecting the world of fashion through twelve facets and wrapped with a band in midnight blue silk cloth with text embroidery exclusively available at Harvey Nichols and Selfridges.

“I wanted to create something epic for my collaboration with ABSOLUT.  I feel it was important to attempt to enhance the silhouette of the iconic ABSOLUT bottle shape, as after all, shape, proportion and silhouette are the building blocks for any designer.  I began by thinking of an ‘ABSOLUT Gareth Pugh’ and I decided to choose an outfit from my archive,  something that I feel captures the essence of my work which I could use to ‘dress’ the ABSOLUT Mode Edition bottle and in a very abstract way” Gareth Pugh adds.

Since the early 1990s, ABSOLUT has collaborated with fashion designers such as Tom Ford and Versace, Stella McCartney and Gaultier.  Pugh’s reflection of fashion is showcased through a unique handmade bottle collar which sits perfectly on ABSOLUT MODE EDITION.

To mark the collaboration, Gareth Pugh and his friends gathered at in the EWOW suite at W London – Leicester Square and were photographed by artist Matthew Stone.   Guests celebrated on a rotatable vintage sofa which almost made a perfect circle, and partied in the EWOW suite.  Attendees included: Cozette McCreary, Craig Lawrence, Diane Pernet, set designer Gary Card, Pam Hogg, Stephen Jones, Ben Reardon and Katie Shillingford.

The ABSOLUT MODE EDITION with Gareth Pugh bottle will be available exclusively from W London from 7th September.  To secure one of these limited edition bottles, collectors must approach the W London Insider at W London – Leicester Square and quote the password ‘Reflections of Fashion’.  Available whilst stocks last.

“ABSOLUT MODE EDITION with Gareth Pugh is a very exciting addition to the ABSOLUT’s limited edition collection.  It is exciting to work with creative visionaries like Gareth Pugh who bring to life our global articulation of style and creativity” says Adam Boita, Brand Manager at Pernod Ricard UK.