Dec 20, 2011 12:00AM

Gareth Pugh x Absolut Interview & Giveaway

Win a limited edition Absolut Mode bottle of vodka plus prize pack.

Absolut goes to show that alcohol and fashion are a match made in heaven. In 1987, Steven Meislel shot a portrait of Rachel Williams in an Absolut vodka emblazoned David Cameron silver mini dress, marking the start of a long friendship between the alcohol company and the fashion world. Since, Absolut's teamed up with Marc Jacobs, Tom Ford, Versace, Gucci, Stella McCartney and Mario Testino to name but a few of the big names. To pay homage to the legacy of Absolut's epic fashion collaborations, they've released a limited edition Absolut Mode bottle of the delicious liquor, designed in collaboration with Gareth Pugh. Inspired by a piece from his SS07 collection, Pugh added his own touch to the bottle's already aesthetically satisfying design with an architectural cape-like attachment. We chatted to the British designer about the process behind working with Absolut.

Ingrid Kesa: How did the association with Absolut begin?
Gareth Pugh: Absolut proposed the idea of me collaborating with them on the launch of their 'Mode' edition bottle  the brief was intentionally loose as I believe they were very interested in seeing what I would come up with, without giving me any creative constraints.

Why did you agree to work with an alcohol brand?
I don't collaborate with a great deal of companies, so when I do, it has to be right. Absolut has a great heritage and a strong visual identity. Their advertising is iconic, and I think it was an interesting challenge to mix their aesthetic with mine.

How do you approach a project like this and make sure you maintain your design integrity?
For this project, I began thinking about an Absolut Gareth Pugh, looking back at my archive, and thinking of a moment that I feel defines not only that period in my career, but a moment that also defines my approach to design.

What were your learnings from the experience?
Things always take a lot longer than you think they will.

To celebrate the launch of Absolut Mode Edition, we're giving one lucky Oyster reader the chance to win an Absolut Mode prize pack which includes one of the limited edition bottles, 4 Absolut Mode cocktail glasses, 1 Absolut shaker, and an Absolut legacy book which documents Absolut's collaborations thus far. If you're over 18 and an Australian resident, all you have to do is fill out the form below to be in with a chance:

This competition is now closed. Congratulations to Chloe Sargeant!