Charli XCX partners with Absolut Vodka

Pop star Charli XCX has entered into a two-year partnership with Absolut Vodka. The collaboration is expected to include limited-edition product releases, collectible items, custom glassware, and various fan events.

The partnership was teased during the artist's recent performances in Los Angeles, where dancers wore apparel referencing the brand and the “Dirty Martini” cocktail. Absolut’s Vice President of Global Marketing, Craig Van Niekerk, stated that the brand intends to co-create with Charli XCX and her fanbase rather than following a traditional rulebook.

While specific product dates and release details have not yet been announced, the collaboration aims to embrace the artist's cultural influence and her “chaotic” brand identity.