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Maison Kitsuné and Pernod Absinthe are thrilled to debut their exciting collaboration during New York Fashion Week. Years ago, Gildas Loaec and Masaya Kuroki, co-founders of fashion and record label Kitsuné conceived the idea to design a capsule collection inspired by the imaginary world of Absinthe. When Pernod Absinthe—creator of the first-ever commercially-sold Absinthe in 1805—approached Kitsuné, their idea turned into reality. The resulting capsule collection and limited-edition bottle will be unveiled on Friday, September 7th, during the New York Fashion Week. The official launch event will take place on the rooftop of the The NoMad Hotel with Maison Kitsuné founders and Pernod global CEO César Giron in attendance.
“After several inspiring meetings, discussing the identities of both the Pernod Absinthe and Kitsuné brands, it became crystal clear that we were on the same page, sharing common values of “Savoir-Faire” and transmission of heritage,” says Gildas Loaec. Beyond the excitement of creating an amazing limited-edition bottle, we thought that the ultimate challenge would be for
us to create the first-ever, high-end capsule fashion collection inspired by a liquor. They loved the idea and gave us “carte blanche” in our design. We had a lot of fun with this and in the process, broke all rules of classical endorsement deals. What ultimately drives us is passion and good taste. Pernod Absinthe has such a strong history that we were really excited to create something special inspired by it,” says Gildas Loaec.
In March 2012, Kitsuné and Pernod Absinthe embarked on a journey together with the support of FORWARD, Pernod Absinthe’s agency of record. “Pernod Absinthe is one of the most authentic and prestigious brands of the Pernod Ricard Group, a French jewel rooted in the imaginary of artists,”says Alexandre Sap, co-founder of FORWARD. “The creative community knows the DNA and heritage of the brand, which was beloved by Verlaine, Rimbaud, Toulouse Lautrec, Van Gogh, Monet and Picasso. This liquor truly is art in a bottle. We are very proud to have the opportunity to work with Maison Kitsuné and Pernod Absinthe on this very unique creative collaboration,” adds Mr Sap. The artwork/print created by Maison Kitsuné for the capsule collection will be unveiled in New York on September 7th, during New York Fashion Week. The collection and limited-edition bottles will be presented at Colette during Paris Fashion Week on September 20th, and then be available for purchase exclusively at the famous concept store of Rue St Honoré. Other assets developed with FORWARD will also be presented, including a music video directed by French directors “We Are From LA” with a soundtrack by English rock band Citizens. This dynamic music video will be released online and within independent movie theaters, with print visuals and original music by Kitsuné.
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