Absolut and Charli xcx mix up something chaotic

Absolut Vodka has teamed up with Charli xcx for a two-year global partnership that will see the vodka brand tap into the pop star's fandom through limited-edition drops, collectibles and fan experiences.

The partnership will bring together music, nightlife and martini culture, with Absolut and Charli xcx planning custom glassware, merchandise and events over the next two years. Fans, known as Angels, will also be invited to play a role in shaping parts of the collaboration as it develops.

The tie-up was teased during Charli xcx's recent sold-out shows in Los Angeles, where the singer shared backstage photos of herself wearing an "I ♥ Absolut" T-shirt on social media.

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Her dancers also got in on the action during performances of "Card Declined", taking to the stage in variations of the classic "I ♥" T-shirt featuring "Absolut" and "Dirty martini". The latter is a nod to Charli's drink of choice, the extra dirty martini.

The partnership builds on Absolut's longstanding association with music and pop culture, while giving the brand access to the community Charli xcx has built around her music and persona.

"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.

Craig Van Niekerk, vice president of global marketing at Absolut Vodka, said the brand wanted to work with Charli and her fans rather than approach the partnership with a predetermined playbook.

"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," he said, adding: 

It might get messy, it might get chaotic, but it definitely won't be boring.

The partnership comes as Absolut continues to lean on art and culture to connect with consumers. Last year, the vodka brand brought Keith Haring's work back into the spotlight with the launch of its Absolut Haring artist-edition bottle, nearly 40 years after the pop artist first reimagined the brand's silhouette.

The limited-edition bottle revived Haring's original 1986 design, which was created at Andy Warhol's recommendation and featured his signature red lines and dancing figures against a yellow background. The new edition reworked those elements through a 3D debossed design and hand-drawn medallion detail, while carrying Haring's signature on the shrink sleeve.

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