The result is Absolut Label, a project that has seen 10 different designers making a personal interpretation of the Absolut brand in a basic garment.
The only guidelines given to the designers were the type of garment, which had to be a T-shirt, and the incorporation of the iconic Absolut bottle and an element of their own country into the design.
The collection comprises a limited edition of 150 T-shirts from each designer. These will appear in fashion shows around the world, and be given to people working in the industry. KesselsKramer has also produced a poster book, which contains images of all the designs, as well as explanations in the designers' own words about their inspirations.
Each image in the book is designed as to appear as a tongue-in-cheek fake fashion magazine cover, with titles such as "Anti-Nude -- the magazine for what you wear when you're not naked", "Mirror Licker -- The fashion bible that loves you as much as you love you" and "Trashion".
KesselsKramer is behind campaigns for brands such as Diesel and the Hans Brinker Budget Hotel in Amsterdam. Absolut Label has been created by Karen Heuter and David Bell, with photography by Carmen Freudenthal and Elle Verhagen.
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