Absolut x Stonewall: Pride

The pair tap a series of creatives for new customised bottles.

Fashion collaborations are nothing new to Absolut, the Swedish vodka company with whom heavyweights like Stella McCartney and contemporary labels such as Kitty Joseph have previously hooked up, but few have been so inadvertently timely as the brand’s latest partnership.

Working with LGBT charity Stonewall, the pair has just launched a new series of designer bottles, customised by some of London’s most exciting labels, artists and activists.

Gareth Pugh returns for the project (Absolute Pugh landed in 2011), joined by 11 other creatives including Henry Holland, Sibling, Princess Julia, Sink the Pink, Piers Atkinson, and trans activist and model Munroe Bergdorf, the latter whom most recently turned up alongside Skepta in the new Uniqlo campaign (here).

Currently on auction through the Givergy platform, the final bids will be taken this weekend, co-insiding with Pride Weekend, the conclusion of London’s Pride festival celebrating LGBT culture and community, elsewhere raising awareness of the issues that still overshadow the lives of many.

“So happy to be a part of this project for such an amazing cause!” wrote Fashion East alumni, Ed Marler on Instagram as he unveiled his bottle, while Sibling’s page voiced their enthusiasm with full on capslock: “#SIBLING HAS ALWAYS BEEN ABOUT #ACCEPTANCE #INCLUSION #DIVERSITY #UNITY & ARE PROUD TO BE PART OF THE #STONEWALL #absolut #PRIDE COLLABORATIONS.”

DJ, artist and culture magpie, Princess Julia extended her Insta showcase with a lengthy note explaining the influences behind her handpainted bottle: “I decided to paint the portraits of some of the many people who inspire me on the London gay scene in 2016. You could say it’s a ‘gender fluid – fluid’ interpretation. I was thinking about the Stonewall riots back in 1969 and the inspiring part iconic drag queen Marsha P. Johnson played in speaking out about gay liberation as an activist creating various movements integral to changing attitudes and acceptance towards the transgender and drag community…”

With just two days left, bids for the Stir Things Up project are already approaching £600; you can make your number known here.

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