Get High on Fashion

What happens when a naturally smooth vodka is transformed into a designer wear. Ask Matthew Williamson who came up with a collection of Kaftans for Belvedere Vodka. The luxurious yet stylish feel of Belvedere is well manifested in the silky, flowing Kaftans, which can be worn on any hot sultry party this summer.

The association of alcohol and fashion is age old. Be it the packaging, advertising campaign or a choice of brand ambassador, alcohol brands swear by style. They create an aura of desire around their products, and present them as the new trend. The bigger the brand is, the bigger the association. They hire style icons, movie stars, top models, best designers, art directors and more to make the brand look  as aspiring as possible.  All this to survive in the extremely tough world of alcohol where every day a new brand or a better flavor is launched.

Falling in the same league is the new collection that Williamson has designed for Belvedere Pink Grapefruit Vodka. His designs are inspired by the vivacity of high summer evenings and embody the same fun, vigor and a feel of luxury that characterizes the brand. With lively colors, exotic print and lightweight fabric, these Kaftans are for a modern day woman who travels across the globe and has a great taste.

The collection will be launched in tandem with the flavor, on the May 13th. So, pick one from Matthew Williamson stores or online, and get high on fashion.

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