Fashion Week Stockholm is just around the corner, and this year The Absolut Company is inviting an exclusive guest list of fashion aficionados to a very special treat. For the first time in many years, Absolut is opening its vault of iconic fashion items from the brand’s 30 years of creative collaborations.
This special event, coined Absolut Iconic, will showcase unique pieces from the early days of legends such as Helmut Lang, Marc Jacobs, Jean Paul Gaultier and Tom Ford, but also offer a glimpse into the future with specially made items from the up-and-coming talent of HAAL, Nhu Duong and Per Götesson.
Absolut’s long-lasting love story with fashion first saw the light of day in 1987 with the brand’s David Cameron collaboration, and has since turned in to an iconic series of unique fashion items. The archives hold a rarely-seen fashion treasure, ready to once again be shared with the world – even if only for a few days.
We sat down with Anna Malmhake to get some inside info on the event and learn more about her fashion archives.
Tell us about your Fashion Week Stockholm collaboration? What can we expect from the Absolut Iconic event?
I have to admit, it is seldom I am so excited about an event! The masterpieces from our fashion archives have been hidden for so long and I can’t wait to hear people’s reaction. What makes Fashion Week the right time to show these pieces, is of course that we get a chance to show them along contemporary fashion by HAAL, Per Götesson and Nhu Duong. These super talents have designed new pieces – new pieces that will get a unique chance to shine alongside so many fashion legends.
30 years is a long time, what is it with fashion that keeps charming The Absolut Company to “come out and play”?
I have the fortunate position to lead a brand that has always valued supporting creative talent. Absolut is always eager to highlight, and partner with, creative minds who drive positive change in society. And as young designers bringing new perspectives to both our brand and the world at large, I look forward to the next 30 years of creative collaborations.
What is new? Why the collaborations with HAAL, Nhu Duong and Per Götesson?
It is actually quite simple. We want to show our continued support for ground-breaking designers, and these three rising starts truly deserve some recognition. This is how Absolut always operates – we are celebrating masterpieces of the past, but also searching for what will be making contemporary fashion history.
So then, what does the future hold for Absolut and fashion?
I’m happy to say that we don’t know exactly what the future will hold, and that’s why we’re so excited about it. But what I can tell you, is that we will keep cherishing our role as supporters, partners and facilitators for the talented creatives and progressive thinkers who try to make this world a better place, and inspire us to break our own patterns.
What other event do you look forward to participating in during Fashion Week Stockholm?
It is very hard to pick a favourite among all the events! But I will willingly admit, that being back in Stockholm after living abroad for some years – just the audience that Fashion Week Stockholm attracts is amazing! Watching “street style” – you do not see so many stylish people gathered by square meter anywhere else in the world, I think!