Victoria Bitter and TLA Worldwide have unveiled a surprise luxury clothing range at PayPal’s Melbourne Fashion Festival (MFF), collaborating with Australian designers Strateas Carlucci to create a limited-edition capsule collection inspired by the iconic beer brand.
The collaboration was released during Saturday’s (March 5) MFF show at The Timber Yard in Port Melbourne, and featured a range of VB-inspired t-shirts, knitwear and more.
Designed and produced locally in Melbourne, the collection draws on the heritage of VB – incorporating vintage fabrics and the ‘hard earned thirst’ tagline along with images of VB cans and posters. It is combined with Strateas Carlucci’s renowned androgynous style to create a range of unique designs for lovers of VB and high fashion.
TLA has project-led the collaboration on behalf of Carlton & United Breweries (CUB) across ideation, creative strategy, content, PR and events, to provide VB drinkers with the perfect attire to knock off in style.
VB Head of Classic Brands, Hayden Turner, said: “VB has always been a beloved beer brand, but we have found in recent years that the brand has become more than just a beer. Our branded clothing range has been really popular and we have even produced a cologne, which became the fastest selling fragrance in 2020.
Credits
Group Account Director – Ben Edmonds
Project & Client Manager – Hayley Giarrusso
PR & Communications Director – Ivana Bogut
PR & Communications Manager – Bianca Giannone
Creative Strategist – Jack Ryan
Creative Director – Tom Meredith
Event Lead – Tiffany Greechan
Design Lead – Tyson Zeinstra
“This partnership with Strateas Carlucci is a fun and exciting step into high fashion. Hopefully our drinkers like the experimental range and can enjoy knocking off in style.”
TLA General Manager – Client Management & Partnerships Paul Malina said: “The TLA Creative team, led by our Creative Director Tom Meredith, have created some real novelty for VB’s drinkers with this idea. They identified an opportunity to produce something unexpected for the knock off moment.
“Our Client Management, PR and Events team have worked so well with our long-term partner CUB to bring this to life with a world class designer in Strateas Carlucci and doing it on a stage like Melbourne Fashion Festival has been so much fun for the team.
“We’re proud to have the opportunity to work on a campaign as unique as this with CUB and look forward to pushing the boundaries again with the CUB team.”
For fans wishing to get their hands on a piece of VB history, the limited-edition capsule will be made-to-order. Visit http://victoriabitter.com.au/merch/limitededition/SCxVB to secure your very own VB x Strateas Carlucci items.
