Bacardi launches new music-inspired fashion collection
Rum brand Bacardi has announced the launch of a fashion collection which rewards fans with concert cash for promoting rising music artists.
The spirits brand has teamed up with streetwear designer Nahmias and Grammy-winning music producer Boi-1da on its latest project.
Through this collaboration, Bacardi aims to promote underrepresented voices in the music industry. QR codes featured on clothing designs direct anyone taking a photo of them to the album of an up and coming artist.
As an added incentive to wear the collection and promote the rising artists, fans can also earn live music rewards every time someone scans their hat, t-shirt, hoodie, or jacket and listens to the rising artists.
The four-piece, gender-neutral capsule collection made its runway debut at Nahmias’s Spring/Summer 2023 show at Paris Men’s Fashion Week, where audience members were invited to scan the QR coded clothing on the catwalk.
The launch of the ‘wearable album’ is part of the fourth iteration of Bacardi’s Music Liberates Music campaign, which aims to give a platform to rising artists and connect new musicians with established mentors.
“It has been a pleasure collaborating with a heritage brand like Bacardi that is so dedicated to elevating others in the music industry, along with Boi-1da, a longtime friend of mine,” said Nahmias founder and fashion designer, Doni Nahmias.
“As an up-and-comer in my own industry, I was thrilled to be part of the latest iteration of Music Liberates Music and had a lot of fun combining my signature aesthetic with the tropical vibes of Bacardi to bring this collection and QR tech component to life.”
Laila Mignoni, global head of brand marketing communications for Bacardi, said of the new fashion collection: “This is the fourth time we’re bringing Music Liberates Music back to the fans, but this time, we’re expanding on a global scale with the most innovative iteration of the program yet.
“Not only does this year’s program help rising artists expand the scope of their fanbase, but it marks a first for Bacardi in collaborating with a talented fashion designer like Doni Nahmias to help spread the artist’s work via a wearable album. We are thrilled to have Boi-1da back on board for the second time.”