This summer, the Museum of Spirits showcases a sensational selection from the never before publicly shown Absolut Fashion-collection in the exhibition Fashion Cocktail.
Absolut Vodka’s venture in fashion began in February 1988, when a picture of model Rachel Williams dressed in a metallic mini dress by designer David Cameron with the Absolut logo printed on the chest, was published. Nearly 5,000 people telephoned to ask where they could buy the dress. But the dress was never put into production. The photograph, taken by fashion photographer Steven Meisel, became the starting point of a project that went on for years. Absolut Fashion was the continuing of the successful Absolut Art-project, but based on collaborations with fashion designers instead of artists.
World renowned photographers such as Helmut Newton, Herb Ritts and Mario Testino, heavy hitters in the model industry such as Kate Moss and Naomi Campbell, and designers Manolo Blahnik, Tom Ford, Helmut Lang, Jean-Paul Gaultier and Gianni Versace were all a part of this. As a result, the exhibition showcases clothing, accessories and photographs from some of the world’s foremost fashion designers and photographers. As the pieces were never meant for mass production and distribution, they are often theatrical and ignite fantasy, created for a suggestive dream world rather than the practicality of everyday life. Most of the specially designed pieces have never before been shown to the public.
The exhibition’s scenography enhances the surrealistic and humoristic traits of the collection.
Curator: Philip Warkander
Philip Warkander is senior lecturer in Fashion Studies at Lund’s University. He is also active as a critic for the evening newspaper Expressen and writer for fashion magazine BON. His latest book is Danius och modet (Hoc Press, 2019) written together with Marie Ledendal.
Scenography: JoAnn Tan Studio
JoAnn Studio was founded in 2010 by JoAnn Tan and Cilla Winbladh and is based in Milan, Italy. Originally a fashion designer, and having spent many years as a creator at Moschino, today JoAnn works with brands such as Hermès, Emilio Pucci, Fendi, and NK.
