Inspired by the six colour rainbow of the LGBT Pride flag, the design’s semi-transparent triangles allow the bottle’s colours to overlap in distinct ways when viewed from different angles. This intersecting effect symbolises the connection that is created when various unique individuals mix together.
This year, for London Pride, the artists have given the bottle their own twist. These one-off, only editions will be auctioned off via Givergy with all proceeds going directly to support the UK’s leading LGBT equality charity Stonewall.
This one of a kind Pride auction will feature bespoke bottle designs by Years & Years’ Olly Alexander, Henry Holland, Gareth Pugh, Nicola Formichetti, SIBLING, Bobby Abley, Lyall Hakaraia, Sing The Pink, Piers Atkinson, Ed Marler, Fred Butler and Princess Julia amongst others. To see their unique representations and place your bid, visit www.absolut.com/stonewall
“Absolut believes that when different minds come together, they are enriched by one another. It is this belief that drives the brand’s passion for self-expression, to create a world where people are free to be true to themselves and connect with others without judgment or prejudice. We are incredibly proud to collaborate with creatives from the world of art, music, fashion and nightlife, to add their signature mark to our beautiful Mix bottle, and support the fantastic work of charity Stonewall,” says Rick Bennett-Baggs, Senior Brand Manager.
This mid-year release builds on previous Absolut limited editions that were intended to stir-up conversations about diversity and acceptance. The bottle’s design hints toward both the 2008 & 2015 Absolut Colors editions developed in collaboration with the Pride flag creator Gilbert Baker, as well as the 2009 No Labels edition, a bottle with no labels or logos, which celebrated the potential of a world where people were accepted for who they are, rather than by any labels.
To support the launch of this limited edition, the brand has developed Absolut Mixr, a web-app that aims to inspire #AbsolutNights at home, allowing people and music to mix together in new ways. Created in collaboration with Spotify, Absolut Mixr allows a group of friends to connect their Spotify accounts together, automatically mixing-up playlists for any occasion, based on everyone’s favourite tunes. To try it, visit Absolut.com/mixr.
Absolut Mix is now available at supermarkets nationwide, £21.99. In addition, a percentage of profits taken over Pride weekend from sales at Selfridges flagship Oxford Street store will be donated to Stonewall.