Disaronno wears Etro is the fourth tribute the world renown liquor pays to the Italian luxury fashion system, following past partnerships with Moschino, Versace and Roberto Cavalli.
The formula is the same: a special designed bottle which in this case draws inspiration from the brand’s Autumn/Winter 2016 season, a continuation of the house’s signature paisley collection that it began producing in 1981. The bottle is draped in a stunning variation of the swirling design made up of vibrant blue, orange and gold hues.
The collaboration continues to support the charity ‘Fashion 4 Development’ sponsored by the United Nations: a portion of the proceeds from the DISARONNO wears ETRO collection will be in fact donated to the development of this project to develop the textile trade and fight poverty in Africa.
Premiered at Cannes’ Tax Free World Association Exhibition and Conference (the most important trade platform for the duty free business which includes fragrances and liquors) beginning of October, the collection includes for the second time, 6 designs in 2 special mini bottles set. These packaged 3-packs of minis are designed to be the ultimate stocking stuffer or collector’s item for the holidays.
In four years time, Disaronno strategy has refined and turned into a classic: “There is always a huge amount of hype surrounding each year’s new launch, and it’s something our partners, retailers, and consumers get very excited about,” said international sales director, Domenico Toni, on theSpiritBusiness.
So much so that these fashion designers brands, very careful about how extended and well positioned their brands are, don’t seem the least embarassed to hit the mass market worldwide in palboxes.