Charli XCX has announced a new career venture outside music, teaming up with Absolut Vodka for a limited-edition collaboration that includes collectable merchandise and fan events over the next few months. The 34-year-old singer, known for her Brat era, described the project as "a little chaotic," a concept she said she immediately loved.
Collaboration Details
The collaboration was previewed during Charli's sold-out shows in Los Angeles over the weekend, where her dancers wore custom T-shirts featuring the classic "I" design with Absolut and Dirty Martini branding, a nod to her favourite drink. The partnership will also include limited-edition drops, collectible items, and custom glassware.
Charli said the decision to work with Absolut was an easy one. "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," she said.
Brand's Perspective
Craig Van Niekerk, VP of Global Marketing for Absolut Vodka, commented on the partnership: "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."
Upcoming Tour
The collaboration comes ahead of Charli's upcoming tour across the UK and Europe. Her Music, Fashion, Film tour will visit six venues in February, kicking off in Dublin before heading to Glasgow, Manchester, and London, then travelling to Amsterdam and Paris.
