Water by Wang. The thirst for designer collaborations is unquenchable. In its ninth round of fashionable affiliations, Evian tapped Alexander Wang to bottle its natural mineral water sourced from the French Alps in his designs. Wang emblazoned two Evian bottles — one black, one white — with a blown-up bar code, something he’s featured in his own collections in the past, and felt apropos. “There’s a little bit of irony to it,” said Wang, noting the project’s inherent conscious coupling of consumption.
“Mineral water is about everyday consumption but [also] premium dimensions with the iconic glass bottle. That’s something that’s close to Alex’s universe,” said Laurent Houel, Evian’s global brand director. “He’s also about everyday fashion that’s accessible and approachable, but with a very strong design integrity, so we really feel it’s a great match in terms of the spirit between brands.”
This story first appeared in the September 9, 2015 issue of WWD. Subscribe Today.
Wang has partnered with big household names in the past, mainly H&M, but product design for a beverage was something new. “We don’t just live with clothes and shoes,” Wang said. “We sit on furniture. We go to restaurants. We drink. We eat. To be able to take our brand and expand into lifestyle and work with partners that have perfected what they do is something I learn so much from and really stimulates me.”
Evian x Alexander Wang comes in two formats: glass (33cl, 75cl) and Prestige PET (33cl, 50cl). It will launch at Wang’s spring fashion show and after party and will be distributed in select hotels, retailers and restaurants beginning this month.
Wang is looking forward to seeing his brand exposed in new venues, such as a club. “We wanted a really big magnum carried out by bottle girls with the lighters in their hands,” Wang said. “But that was just a request.”
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