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Absolut Mode Edition reflecting the world of fashion 06/12/2011

In December 2011, Absolut is taking a new step into the world of fashion with the release of the latest limited edition bottle – Absolute Mode Edition. The cutting-edge campaign, featuring supermodel Shannan Click, is shot by photographer Sharif Hamza, renowned for his superior work for a vast collection of international fashion magazines. Earlier limited editions from Absolut such as Absolut Disco, Absolut Rock, and last year’s Absolut Glimmer, have all been immense successes.

Absolute Mode Edition is clearly looking back at the brand’s heritage in the world of fashion. During the early 1990s, Absolut worked with several of the most successful fashion designers such as Tom Ford and Versace. Since then, fashion has been one of the creative expressions that Absolut has successfully explored in collaboration with partners such as Stella McCartney and Gaultier.

“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 honour to be included in this group of legendary image makers,” says Sharif Hamza.

The Absolut Mode Edition bottle has 12 facets and is wrapped with a band in midnight blue silk cloth with text embroidery. Sharif Hamza was clearly inspired by the bottle shape in the photo shoot in which he built a large copy of the bottle with mirror facets, and placed supermodel Shannan Click within it, dressed in midnight blue creations.

“It was very inspiring to work with Sharif Hamza. He immediately came up with an idea for the photo shoot that we loved. It really captures the concept and ends in breathtaking imagery, both moving images and stills,” says Mathias Westphal, Global Brand Director at The Absolut Company.

The Absolut Mode Edition bottle has been launched in around 80 markets all over the world. The bottle will be available for a limited period of time. Previous end of the year limited edition bottles have become collectors’ items and are sought after at auction sites.

Absolut Vodka is imported, marketed and distributed by Farsons Beverage Imports Limited, a member of The Farsons Group.  The Absolute Mode Edition bottle is available from selected outlets and from Farsonsdirect in Mriehel.