Absolut Vodka and Charli xcx are joining forces for a new two-year partnership, bringing together two influential names in pop culture.
“When Absolut approached me for a collaboration, I was immediately down because they told me they wanted to do something a little chaotic – which obviously I love so yeah, moments with music, martinis, friends and strangers that’s like so my vibe babes,”: said Charli xcx.
Absolut and Charli are bringing their own spin to the partnership, with limited-edition drops, collectible items, custom glassware and fan events.
Following her sold-out LA shows over the weekend, Charli gave fans a subtle tease of what was to come, posting backstage shots in an “I ♥️ Absolut” T-shirt on her socials. Meanwhile, during “Card Declined” across the weekend, her dancers took to the stage wearing their own take on the classic “I ♥️” tee, featuring “Absolut” and “Dirty Martini” – a nod to Charli’s drink of choice.
Craig Van Niekerk, Absolut Vodka’s VP of Global Marketing, said: “Charli doesn’t just have fans, she’s created a whole world around her, and that’s what we want to embrace. Absolut has always believed in the people who push culture forward, so rather than arriving with a rulebook, we want to co-create with Charli and her Angels fandom and see where they take us. It might get messy, it might get chaotic, but it definitely won’t be boring.”
What's coming next isn't mapped out. Absolut and Charli are setting out to create something beyond the predictable, with fans helping shape what happens along the way.
Absolut says to stay tuned to Absolut and Charli’s socials to guess what’s next.