London, September – Baileys, the world's number one liqueur, today announces its new partnership with London based fashion designers, Felder Felder, who will work as style ambassadors to the popular drink. The partnership, premiered at London Fashion Week, was marked by the design of exclusive “Baileys by Felder Felder” accessories showcased on the catwalk and designed for women to tote Baileys in style.
The two brands are joining forces as part of the launch of the new Baileys ‘Cream with Spirit’ campaign to celebrate the multifaceted combination of softness and sassiness that is embodied by the modern woman. Stylish, sensual and infused with spirit, Baileys The Original Irish Cream Liqueur is the perfect reflection of the confident woman and this ethos is matched by Felder Felder’s bold, yet sensual blend of contrasts in their avant-garde designs.
As winner of the prestigious New Gen Award for three consecutive seasons and with a celebrity following that includes Florence Welch, Gwyneth Paltrow and Rihanna, Felder Felder will join with Baileys on a unique and complementary perspective to celebrate the wonderful contrasts of modern women in style.
The partnership will see Baileys and Felder Felder work together on a host of projects, including the creation of 150 limited edition bespoke, customised bottles and glassware. With couture craftsmanship, the bottles will be available in a range of Baileys Flavours (Baileys Biscotti Flavour; Baileys Hazelnut Flavour; Baileys with a hint of Coffee; Baileys with a Hint of Crème Caramel) and are sure to be the most stylish addition to the festive party season.
Daniela Felder and Annette Felder comment: ‘At the core of the Felder Felder aesthetic is a love of working with contrasts. We are intrigued by opposites and aim to create the perfect balance in our designs. The Baileys ‘Cream with Spirit’ campaign is very much aligned with this and we look forward to working with Baileys to celebrate the confident, spirited women that inspire both our brands.”
Chris Lock, Marketing Director for Baileys comments: “Felder Felder are inspiring designers. They create powerful fashion by women for women that celebrates the harmony of contrasts. In a Felder Felder design, a soft woman can still show her edge; a tough woman can show her soft side – this is a true reflection of the cream and spirit of Baileys. Their ethos represents so much of what we stand for so this collaboration is incredibly exciting. As our style consultants, Felder Felder help demonstrate in unique fashion what Baileys believes: when women show all facets of themselves, they look and feel brilliant.”
ABOUT DIAGEO
Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines and beer categories. These brands include Johnnie Walker, Crown Royal, JεB, Buchanan’s, Windsor and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Baileys, Captain Morgan, Jose Cuervo, Tanqueray and Guinness.
Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people and its brands, visit www.diageo.com. For Diageo’s global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit www.DRINKiQ.com.
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