Baileys Irish Cream has partnered with Canadian clothing designer Lucian Matis to reveal the liqueur brand’s sleek new look in an unlikely fashion: a dress made of broken glass.
The dress will be worn on the runway during Toronto Fashion Week, and according to Juliane Trenholme, marketing director at Baileys Canada, is a symbolic nod to the brand’s new bottle style. The new bottle is taller and thinner than the previous round-bottomed Baileys look, and the change is meant to “recapture the true essence” of the Baileys brand “and celebrate the spirit of modern womanhood,” said Trenholme.
The esthetic upgrade is an effort to represent the sophisticated Baileys demographic. “We’ve tried to really echo virtues like being strong, being spirited, being elegant,” said Trenholme. She added that the new design should inspire consumers to “leave behind that image of your mother’s drink and embrace the new identity.”
In a statement, Baileys reiterated that their liqueur is “the perfect blend of soft and strong, delicate and powerful – qualities that reflect the multifaceted nature of modern women.” Unfortunately for modern women everywhere, that glass dress is one-of-a-kind.
Matis said in a statement that his work reflects the same stylistic values as the Baileys woman, so the collaboration was a natural fit. “In all of my designs, I strive to make beautiful clothing that celebrates femininity and appeals to the confident, stylish woman.” The dress reportedly took 125 hours and three people to assemble, and is made of old Baileys bottles as well as flattened glass and beads.
“We were looking for a way to really celebrate and unveil our new stylish bottle,” said Trenholme. “Partnering with Lucian Matis allowed us to create something fun and let women know about the new design. We want to be seen as Canada’s most adored spirit among women.”
In addition to the dress and new bottle design, Baileys debuted a national TV spot on March 11. It will run for twelve weeks.