Skip to content
Search
AI Powered
Latest Stories

Fashion trio serve up first #BornToMix collaboration for Absolut

Fashion trio serve up first #BornToMix collaboration for Absolut

Absolut vodka has partnered with a trio of unlikely fashion talent – Drag star Tayce, top celebrity designer Chet Lo, and the Next Gen metaverse Ateliers Institute of Digital Fashion (IoDF) – to create a translucent "second-skin" garment, offering a look into the future of fashion where people can freely express their identity. This is the first of Absolut’s #BornToMix creative collaborations, celebrating the power of mixing it up – in drinks, in ideas and in life, all to create a better tomorrow.

Absolut’s #BornToMix will see unexpected and diverse creatives work together on a series of projects designed to drive conversation and progress in the UK, bringing different minds together for a greater purpose. The first project, Second Skin Couture aims to challenge existing stereotypes and perceptions of fashion and provide a vision of the future – a world where what you wear isn’t tied to the binds of gender, seasonal trends, religious expression, or function.


The hero piece from the collection, a physical garment modelled by non-binary model and breakthrough star of Drag Race UK, Tayce, features Chet Lo’s iconic light, translucent and futuristic fabric. In what is his first ever collaboration, Lo’s ‘second skin dress’ aims to blur the line between skin and material, symbolising how the wearer can express their true and purest self on the outside in future fashion. The item, hand knitted by Lo, will also be showcased by Tayce at an exclusive catwalk event at BOXPARK Shoreditch on 11 May, and tickets are available from www.absolut.com/uk/BornToMix.

Tayce and Chet Lo have worked alongside next gen collective IoDF, to also give UK consumers the chance to experience what Second Skin Couture looks like on themselves through a one-off couture piece that will be added to IoDF’s metacloset. The digital filter will be available to access via social media platforms from early May to coincide with the London launch event.

“I want everyone to be able to show their true selves in whatever way they want, and that’s why I’ve mixed things up this year with Absolut Vodka (delish!) to help design the new Second Skin Couture, hand knitted by Chet Lo himself," Tayce. "And what’s even better is that not only I can rock it, but you can too through this new IoDF virtual filter, it’s the future of fashion don’t you know! I can’t wait to slay it down the runway IRL with you at BoxPark next month, see you there!”

Marnie Corrigan, Brand Director at Pernod Ricard UK, said: “Absolut was born as a spirit crafted to be mixed and has always believed that whether its cocktails, ideas, or people, life is most interesting when we mix things up. Which is why this year, we’re so excited to kick off our #BornToMix collaborations with Tayce, Chet Lo and the Institute of Digital Fashion to give our consumers a glance at what the future of fashion can mean to them, and how Second Skin Couture can inspire people to show their true identities. We can’t wait to see fans try it on themselves through IoDf’s virtual fashion lens on social media.”

Vodka remains the no.1 Spirit in the Off-Trade and Absolut holds a 7 per cent share of the Total Vodka category, whilst in the On-Trade, Absolut is growing +94.4 per cent. Find out more about the Absolut Born to Mix programme here.

More for you

royal warrant

Diageo brands granted five Royal Warrants to the King

Diageo said five Royal Warrants of Appointment to His Majesty the King have been granted to its brands for the supply of spirits and wines to the Royal Household.

These Royal Warrants are granted to: Justerini & Brooks as Wine & Spirits Merchants, John Walker & Sons (Johnnie Walker) and Royal Lochnagar for Scotch Whiskies, Tanqueray Gordon & Company (Tanqueray and Gordon’s) as Gin Distillers, and The Pimm’s Company.

Keep ReadingShow less
hancocks Loughborough 3

Hancocks unveils 2025 Valentine’s Day launches


Leading confectionery wholesaler Hancocks has revealed their 2025 Valentine’s Day confectionery collection.

Keep ReadingShow less
Rockstar energises multibuy with new “2 FOR £2” PMP

Rockstar energises multibuy with new “2 FOR £2” PMP

To offer better value to shoppers and to help retailers encourage basket spend, Rockstar Energy is launching a new price-marked pack (PMP) proposition across its range. Available from the new year, Rockstar’s “£2 for £2” PMP aims to provide greater value for shoppers, particularly appealing to frequent energy drink buyers.

Stimulant energy drinks are growing by 5.8 per cent year on year and are adding the most value (£50.3m) to convenience. PMPs play a key role in communicating value to consumers, with 51 per cent of shoppers feeling reassured that they are not being overcharged when purchasing PMPs. Rockstar Energy is well-positioned to support the convenience channel. The new multibuy PMP aims to boost sales and drive basket spend by offering energy drink customers greater value across popular Rockstar flavours.

Keep ReadingShow less
KP Nuts aims at bullseye with Luke Littler partnership

KP Nuts aims at bullseye with Luke Littler partnership

KP Nuts has partnered with darts sensation Luke Littler, marking a bold move to unite the fans’ favourite snack with this festive season’s most electrifying sportsman.

The collaboration brings together two icons – Luke, a trailblazer in the world of darts, and KP Nuts, the perfect snack for any sporting or social occasion. With Luke “The Nuke” Littler continuing to grow as a global phenomenon, the partnership is part of KP Nuts’ strategy to drive awareness and unlock opportunities within the on-trade and convenience and impulse sectors during the festive season and beyond.

Keep ReadingShow less
Wall’s Pastry announces charity partnership with Action Against Hunger

Wall’s Pastry announces charity partnership with Action Against Hunger

Leading sausage roll brand Wall’s Pastry has announced a new charity partnership with Action Against Hunger, pledging to donate 5p from every pack sold of its 10x55g sausage rolls.

Funds raised through the initiative will support Action Against Hunger’s work to tackle hunger in areas of high poverty across the UK.

Keep ReadingShow less