Absolut Pugh

“I wanted to create something epic for my collaboration with ABSOLUT. I feel it was important to attempt to enhance the silhouette of the iconic ABSOLUT bottle shape, as after all, shape, proportion and silhouette are the building blocks for any designer. I began by thinking of an ‘ABSOLUT Gareth Pugh’ and I decided to choose an outfit from my archive, something that I feel captures the essence of my work which I could use to ‘dress’ the ABSOLUT Mode Edition bottle and in a very abstract way” - Gareth Pugh