Interview: Absolut talks Haring x Aries

We caught up with Absolut head of culture and partnerships Maxime Henain to discuss the spirit behind the Absolut Haring x Aries, and working with Pangolin PR and We are Village.

Absolut Vodka and Aries this month unveiled a special-edition fashion collection that brings together the creative worlds of art and fashion in a riotous explosion of colour and energy, inspired by Keith Haring’s iconic Absolut artworks. 

Absolut Haring x Aries celebrates the legacy of Keith Haring’s renowned artwork and pays homage to his famed collaboration with Absolut in the 1980s.

Absolut Vodka unveiled a special-edition fashion collection with luxury streetwear brand Aries, a tribute to long-term collaborator and legendary artist Keith Haring, who collaborated with Absolut in the 1980s. 

The collaboration brings together the shared belief that art should be accessible to everyone.

The designs combine Aries’ distinct streetwear aesthetics with Haring’s signature vibrancy. Absolut Haring x Aries features six pieces across apparel and accessories.

Behind the campaign: Absolut Haring x Aries

Maxime Henain, Absolut’s head of culture and partnerships, uncovers the inspiration, the process, and the spirit that brought it all together.

Tom Hall (TH): What inspired the campaign?

Maxime Henain (MH): Keith Haring believed art belonged to everyone, not just to those who walk through museum doors and that idea really inspired this collection. For this reason, we partnered with Aries, a cult streetwear brand, which allowed us to expand our partnership into a new territory that feels alive and accessible while paying tribute to Keith Haring’s biggest tribute: the street.

TH: How did you get people to care?

MH: We wanted the partnership to stay true to the values that Absolut, Aries and the Keith Haring Studio share. Together, we created a modern and vibrant reinterpretation of the original artworks that Keith Haring developed with Absolut in the 80s, for a new generation. 

Ultimately, we wanted people to care because it meant something, not just because it was another drop, but a genuine continuation of Keith Haring’s message.

TH: How has the response been?

MH: We’ve seen fantastic engagement and an overwhelmingly positive response. We’re grateful for the incredible sentiment around the campaign, and it’s clear that people really connect with this collaboration. Our recently released Artist-Edition bottle celebrated Haring’s famous painting of the Absolut bottle; the Aries collection gave us the chance to bring some of his lesser-known works to light. It’s been exciting to see audiences react as they rediscover these hidden gems through a fresh, fashion-forward lens.

TH: What were the biggest challenges, and how did you overcome them?

MH: This is a three-way collaboration, which is not easy on paper. Absolut has had a long history of collaborating, but the more partners you have, the more difficult it can be. The key to success in this collaboration was ensuring all three partners were clear on the vision, the goals, and the creative space we each played in from the start. Trust was a huge part of the success of this partnership, something which we’ve built over the years, which made the whole process feel seamless and most importantly, genuine.

In addition to Aries and Keith Haring Studio, we worked with our PR agencies Pangolin PR and We are Village to amplify the project and ensure it truly resonated across culture and with the media.

TH: What’s the biggest lesson you took away from the campaign?

MH: Allow yourself to play. We are, after all, in the entertainment business, and we’re here to entertain our consumers as well. I believe this should always remain the North Star of any project, as it often gets lost in details and processes. This campaign was a great reminder that when you create with joy and curiosity, consumers feel that energy too.