Absolut vodka is in fashion. Literally. Rajesh Pratap Singh, a leading fashion designer, is all set to promote it. “We are going to have three major events in Bangalore, Mumbai and Delhi where Rajesh will be showcasing his creation of the brand,” says Siddharth Banerji, director of Kyndal Plc. The company is the importer and distributor of some of the finest liqueurs like Absolut Vodka, Remy Cointreau and Lous XIII.
Absolut has had a long relationship with the world of fashion, which spans almost 20 years. “That is how we have John Galliano, Stella McCartney and Manolo Blahnik.” Other examples of high fashion co-branding that the company has indulged in are Absolut Newton, Absolut Versace, Absolut Tom Ford, Absolut Gucci and Absolut Gaultier.
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