C?ROC x MOSCHINO LAUNCH THEIR COLLABORATION AT MILAN FASHION WEEK - TWO RULE BREAKERS OF LUXURY UNITE WITH AN INNOVATIVE CAMPAIGN

C?ROC luxury Vodka launches a new collaboration with Italian fashion house Moschino at Milan Fashion Week.

? Uniting the brands’ cheeky take on luxury, the campaign celebrates self-expression, encapsulated by the limited-edition C?ROC bottle to be revealed this November.

? Today marks the start of a year of celebrations around the world where Jeremy Scott (creative director, Moschino) will be joined by a team of fashion talent from diverse fields.

19 September 2018, Milan C?ROC luxury vodka today launches its collaboration with Moschino. Set to bring a bold new take on the meaning of modern luxury, the partnership brings together two brands that are united by their distinctively playful approach to fashion. It will include a limited-edition bottle and global event series headed up by Moschino’s creative director, Jeremy Scott and a cast of global superstars, in a true celebration of individual style.

The collaboration exemplifies two talking-points of the luxury industry this year: its democratisation and the power of personalisation. C?ROC is renowned for its playfully disruptive take on the vodka industry, celebrating an inclusive attitude that goes against tradition. The customisation which lies at the heart of this partnership takes this one step further: from custom-built cocktails and experiences to the limited edition C?ROC x Moschino bottle. Consumers can even personalise their own bottle with graphic stickers and badges at the events and dedicated pop-up spaces. Tapping into today’s "eperience economy", the campaign offers the consumer a year of vibrant celebration, open to all, tailored to the individual and hosted by Jeremy Scott and his crew.

This crew was revealed in Milan with Jeremy Scott today: Jasmine Sanders (aka Golden Barbie, model), River Viiperi (model) and WizKid (recording artist). Along with Thando Thabethe (DJ and actress) and Cassper Nyovest (recording artist), they form an integral part of the campaign throughout the 18 months, rather than a one-off for launch. Their diverse talents and backgrounds encapsulate the spirit of the campaign. Like C?ROC and Moschino, they share a unique and daring style but work across fields from music to modelling and cultures from Spain to South Africa. At a time when brands recognise the power of influencers, C?ROC have gathered a squad based on more than just social media numbers. Together they represent a celebration of individuality and show that modern luxury does not have one face.

The importance of this new guard of fashion influencer shows the emphasis the campaign places on Instagram. Being the #1 channel for the fashion consumer, it is also the foremost platform for C?ROC to celebrate the partnership. Starting with a fashion brand globally recognised for its appeal to the 'Instagram generation’, C?ROC then ensured the campaign was driven by customisation. This custom-built creativity elevates the associated events and content, making it irresistible to share and engage with on the social network.

Natalie Wills, Global Head of C?ROC vodka comments: “I’ve wanted to work with Jeremy Scott for a long time. He is the king of making low culture high culture; through his designs for Moschino he creates playful luxury fashion that makes people smile. Just like C?ROC, the brand is luxury, but it never takes itself too seriously. Alongside Jeremy, I wanted this campaign to be backed by a group of talent that shared its ethos. We selected the influencers for their unique style, global influence and fresh take on luxury.”

Renowned as ‘the people’s designer’, Jeremy Scott’s fun, eclectic, effervescent designs are as much loved by his coterie of A List friends as his global fanbase. He is the perfect partner for C?ROC and adds:

“I love the cheeky, playful nature of C?ROC. It connects perfectly with my approach to both life and fashion, so the partnership felt natural; there’s such synergy. I design a lot around personal, customised twists so it’s great to bring this into the partnership too. It’s been fun to bring together our bold take on luxury and I can’t wait to see what the year holds.”

Follow the celebrations at:

C?ROC

Instagram: @cirocvodka

Facebook: www.facebook.com/CirocVodkaOfficial

YouTube: www.youtube.com/CirocVodka