The late ’80s was all about big shoulders and nipped in waists and when Absolut Vodka approached designer Leon Max to design a dress for its ad campaign this was it.
New York designers Carmelo Pomodoro and Marc Jacobs had begun the campaign for the vodka brand and now it was the turn of the Los Angeles designers, with James Tarantino joining the ranks along with Leon Max. The dresses were to have the Absolut Vodka label emblazoned down the front, and the parent company, Carillon Importers, was to use the images as their advertising campaign in the glossy magazines.
You can see here the various sketches and thoughts that Leon Max worked on, and the final result, a toga-shape made of knitted lace with a transparent Absolut label sewn in the front. The Absolut dress made its debut at that year’s L.A. Style magazine 5th anniversary party. Real ’80s cool.