New York, September 7th 2012 – 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 that was 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.
ABOUT PERNOD ABSINTHE
The story of Pernod Absinthe started back in 1805, when the young Henri-Louis Pernod, inspired by a medicinal recipe using an infusion of anise and herbs, founded the first commercial absinthe distillery, “La Maison Pernod Fils”, at Pontarlier, in France. In 1850, Pernod’s popularity reached its peak. Absinthe was widely appreciated by the artists of the day who liked to drink it during what they called “The Green Hour”, a ritual during which poets, artists and sculptors held intellectual discussions on art, literature, science and philosophy on the terraces of Parisian cafés at the end of the 19th century. Absinthe was banned in 1915, following protests from the wine lobby and a desire to fight alcoholism. Authorized once again at the start of the 20th century, Pernod Absinthe made a comeback, faithful to the traditional recipe that had been kept secret all that time. Long awaited by modern artists after a 100 year absence, Maison Pernod is drawing on its expertise and is relaunching the famous Absinthe that was recognized for its exceptional quality for over 200 years.
Kitsuné is a French electronic music record label and fashion label founded in 2002 in Paris by Gildas Loaec and Masaya Kuroki. Loaec and Kuroki, who are both passionate about fashion and music, had the idea of founding a company involved in both areas during a trip to Japan, where many people like both fashion and music, and are not afraid to combine them. Before co-founding the company Loaec worked with Daft Punk and also with Thomas Bangalter’s record label Roulé.
<FORWAR:D> is a creative boutique specialized in cultural marketing and artists collaboration for high profile brands. Founded by Alexandre Sap, Fabien Moreau, and Leslie Dubest, former co-founders of THE:HOURS, the company develop projects via its offices in New York, Paris and Tokyo, as well as a network of creative talents around the world. The clients’ roster includes Cartier, LVMH, Estée Lauder, DKNY, Michael Kors, Tommy Hilfiger, Chanel, Hermes, Absolut Vodka, Pernod Absinthe, and Harry Winston, amongst others...