Absolut honours Keith Haring with fashion collaboration
Pernod Ricard-owned Absolut Vodka has unveiled its latest tribute to long-term collaborator and legendary artist Keith Haring – a special edition fashion collection with luxury streetwear brand Aries.
Haring, who was known for his pop art, collaborated with Absolut in the 1980s, and the brand recently launched the Absolut Haring-Cross pop-up at Charing Cross station in London, and released a limited Absolut Haring Artist Edition bottle, which is available across 40 markets globally.
Now, the brand has joined forces with the non-gendered, luxury streetwear brand Aries to create a special edition fashion collection that brings together the creative worlds of art and fashion in what is described as a ‘riotous explosion of colour and energy’, inspired by Haring’s Absolut artworks.
Launching today (10 October), the Absolut Haring x Aries collaboration underscores Haring’s lasting influence with his playful motifs – from dancing figures to barking dogs – which have become universally recognisable and are said to serve as powerful reminders that creativity can be a unifying force for positive change.
The brand said the collection isn’t just about fashion but a shared ethos, believing that creativity should be a force to inspire, transform and unify; while Haring believed that art should be taken off gallery walls and brought into everyday life.
The collection comprises six collectable pieces, combining the ‘edgy’ aesthetic of Aries with Haring’s Absolut paintings – an advertising campaign the artist collaborated on after being recommended by his friend Andy Warhol.
The capsule is described by David Stark, founder and CEO of Artestar, the agency representing the Keith Haring Studio, as “fresh” and a “thoughtful way to revitalise a moment from the 1980s that meant so much to Keith,” and spans jeans, tees, hoodies and ties, among other apparel and accessories.
Each piece reinterprets ‘Haring’s inimitable style in a modern way for a whole new generation to enjoy’.
Maxime Henain, head of culture & partnerships, Absolut, said: “Absolut is a cultural mixer, consistently playing in fashion, art and music spaces. This Haring-inspired collection with Aries mixes both fashion and art with Absolut’s platform, allowing Absolut to cement itself as a brand that provides a springboard for creative expression and helps make art accessible to everyone.”
Sofia Prantera, creative director, Aries, added: “This collaboration is a celebration of our core values, which are rooted in a passion for art, graphics and illustration. Keith Haring’s iconic legacy also sits within this space, so I’m thrilled that we were able to bring our visions together with a vibrant partnership that will continue to expand the cultural space and nurture a community of artists, designers and enthusiasts who inspire us every day.”
The Absolut Haring x Aries collection is available exclusively at ariesarise.com with pieces ranging from £25 (US$33) to £280 (US$373).
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