New exhibition showcases significant works for Absolut by world-leading creators
Fashion Cocktail features stunning couture pieces and a selection of the Swedish vodka brand’s campaign pictures, as part of what’s famous as world’s longest running ad campaign.
By JOHAN MAGNUSSON
June 17, 2021
Spritmuseum (The Museum of Spirits) is located on the island of Djurgården, just outside the city centre of Stockholm. It’s showcasing stories, events, and circumstances associated with wine, beer, and liquor, often with a focus on matters related to cultural history. The museum is also in charge of the Absolut Art collection, which holds approximately 850 objects made by 550 different artists as part of the world’s longest running ad campaign. Created by the ad agency TBWA for Absolut Vodka, it was initiated in 1981 and the Absolut Art project ran from 1985 to 2004. Absolut Fashion was launched in February 1988, inspired by the success of the Absolut Art project, and today the archive includes more than 1000 objects, many of them created by well-known designers, such as Jean-Paul Gaultier, Tom Ford (for Gucci), and Gianni Versace.
A curated selection of the works, made by curator Philip Warkander, is now showcased in the new exhibition Fashion Cocktail.
— Spritmuseum was the initiator as they wanted to create an exhibition that was fun and upbeat, in response to what has been missing in people’s lives during the pandemic, he tells. It’s a retrospective and it shows around 25 works from the Absolut Art collection — including photos by Jean-Baptiste Mondino, Helmut Newton, and Herb Ritts, and about 25 objects from the Absolut Fashion archive. I decided to select both well-known designers and pieces that had particular significance, such as the first dress that was ever produced for the project, and the 18 carats gold dress that weighs seven kilos. The selection is unique as these garments never have been showcased to the public before. Also, the scenography created by JoAnn Tan Studio really underscores the fun and slightly surreal atmosphere that defines many of the fashion looks designed as part of this project.
What’s not to be missed in it?
— Obviously, the complete series by Helmut Newton and Herb Ritts are amazing to see. Among the garments, the minimalist black satin dress by Helmut Newton is my personal favourite.