Charli XCX has sent fans wild in fishnets as she teases her new Absolut Vodka collab. The singer posed up a storm on social media as she shared the update on Instagram.
Two-Year Partnership with Absolut
The pop superstar, known for her bold style and unapologetic attitude, has joined forces with the alcohol brand for a two-year partnership promising limited-edition drops, collectible merchandise, custom glassware and fan events.
Charli has already given her loyal Angels a taste of what's to come, sharing backstage pictures on social media wearing an “I [heart emoji] Absolut” T-shirt. Meanwhile, her dancers sported their own customised versions of the iconic slogan tee during her sold-out Los Angeles shows over the weekend.
Playful References and Fan Engagement
Their tops featured the words “Absolut” and “Dirty Martini”, a playful reference to Charli's drink of choice, during performances of Card Declined. The collaboration looks set to bring together the singer's chaotic pop persona and the vodka brand's long-standing association with nightlife and culture.
Explaining why she was keen to get involved, Charli said: “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.”
Co-Creating with Fans
And it seems the partnership will be about more than simply slapping the singer's name on a bottle. Absolut's vice president of global marketing, Craig Van Niekerk, said the brand wanted to work with Charli and her fans to create something unexpected.
He 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 Next for the Collaboration
The pair have not yet revealed exactly what else is planned, with the collaboration expected to unfold over the next two years. Fans are being encouraged to keep an eye on Charli and Absolut's social media channels for clues about upcoming releases and events.
