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Everybody's favorite scarf-wearing Swedish designer, Johan Lindeberg, is teaming up with Absolut Vodka to become the "creative director" of a new "single-estate handcrafted luxury vodka." Luxury vodka, friends. Are we reaching the event horizon of brand collabs or the clear, 80-proof future of marketing?
Lindeberg's duties as creative director of the alcoholic beverage to be known as Absolut Elyx include shooting some photographs, including of Chloë Sevigny, the first-ever face of the brand.
When he launched his label BLK DNM in 2011, Lindeberg says, "the biggest inspiration was strong, independent women with integrity. That same inspiration is behind the campaign." The ads feature Sevigny, styled in Lindeberg's line (synergy!), photographed in black-and-white.
No images from the campaign are yet available, but Lindeberg promises that the outfits Sevigny wears "symbolize the strength and integrity we've been talking about."
— Jenna Sauers