Before the announcement came the slogan tees. At Charli xcx’s sold out Los Angeles shows, dancers wore tops featuring “Absolut” and “Dirty Martini” during “Card Declined.” Charli also shared black and white backstage photographs in an “I ♥️ Absolut” tee, martini in hand.
Those clues now have an explanation. Charli and Absolut have announced a partnership spanning two years, covering limited edition drops, collectables, custom glassware and fan events, with her Angels fandom invited to help shape what comes next.
The reveal works through references her audience already knows. “Card Declined” becomes the setting for a vodka brand cameo, while her drink of choice makes its way onto the dancers’ clothes. The photographs carry that same idea through: a slogan tee, a branded glass and Charli leaning into the joke.
Images by Mekeila Morris
Charli said she was drawn to the suggestion of doing something “a little chaotic.” Absolut’s VP of Global Marketing, Craig Van Niekerk, said the brand wants to “co-create with Charli and her Angels fandom and see where they take us.”
How much fans will get to shape remains unclear. The announcement names the kinds of products and events planned, but gives no specific release dates or details of how the Angels will participate. That is the part still to come.
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