London based studio KesselsKramer worked with Absolut on a limited edition fashion line ‘Absolut Label’.
“Each season a different item of clothing was launched (from t-shirts to bags to underwear). The communication was entirely PR-based – magazines were invited to showcase the collection using specially commission photography or were sent the collection so they could make their own fashion shoot.”
If you are in London, stop by their space, they also function as a gallery and shop.