Pernod Absinthe x Maison Kitsuné collab launch
Fashion + music + spirit Limited Edition: record label Maison Kitsuné Launches First Ever Fashion Collection with Pernod Absinthe. Gildas Loaëc and Masaya Kuroki, co-founders of fashion and record label Maison Kitsuné, designed a capsule collection inspired by the imaginary world of Absinthe along with the launch of a limited-edition bottle. Often referred to as the “Green Fairy”, Absinthe has been influencing artists since its introduction in the market at the beginning of the 19th century. One hundred years after its ban (Absinthe was outlawed in the US on July 25th 1912), Pernod Absinthe continues to be a driving influence to the artist community.
Pernod Absinthe will release 1,805 bottles to celebrate the brand’s launch year. The artwork, created by Maison Kitsuné for the capsule collection was unveiled during NYFW. The collection, as well as the limited-edition bottles, will be unveiled at COLETTE during Paris Fashion Week, and then available exclusively at store on Rue St Honoré.
“Pernod Absinthe loved the idea and gave us carte blanche. We truly enjoyed the creative process and broke all the rules of traditional endorsement deals. Passion and good taste is what really drives us. Pernod Absinthe has such a strong history of these qualities and we were inspired to create something truly unique,” says Gildas Loaëc.
One hundred years after its ban (Absinthe was outlawed in the US on July 25th 1912), Pernod Absinthe continues to be a driving influence to the artist community. “Inspiring great art is in the heart of Pernod since its early days and continuing the longstanding relationship with the finest creatives in music, fashion and art is also part of our mission. The partnership with Maison Kitsuné is somehow very natural as we embraced common values of craftsmanship, attention to detail and excellence,” says Guillaume Petavy-Meynier, Brand Director of Pernod Absinthe.
about 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.’
about Maison Kitsuné: a French electronic music record label and fashion label founded in 2002 in Paris by Gildas Loaëc, Masaya Kuroki and the London-based design company Åbäke, consisting of Patrick Lacey, Benjamin Reichen, Kajsa Ståhl and Maki Suzuki. Loaëc 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 Loaëc worked with Daft Punk and also with Thomas Bangalter’s record label Roulé. by brigitte segura