Belvedere Vodka has launched a new stunning limited-edition bottle with Grammy-nominated musician, actor and activist Janelle Monáe. Available in-store globally from June 2019, the bottle embodies Monáe and Belvedere’s shared vison of a future where natural character, integrity, diversity and self-expression are celebrated.
The metallic collage design, with an aesthetic aimed to peel back layers and reveal the beauty within, illustrates the multifaceted character of both Monáe and Belvedere. The final punctuation is the phrase “Beautiful Future,” a nod to Monáe and Belvedere’s shared vison of a future where natural character, integrity, diversity, and self-expression are celebrated.
The narrative for “A Beautiful Future” builds on the program which kicked off in 2018 when Belvedere and Monáe hosted a brunch for Monáe’s grassroots movement, Fem the Future, dedicated to advancing awareness and opportunities for women and those who identify as women through music, arts, mentorship and education.
Following, a social media campaign asked consumers to define what “A Beautiful Future” looks like to them. Belvedere Vodka pursued the initiative in June 2019 with a campaign featuring inspiring messages on diversity, self-expression, inclusion and empowerment. In a series of co-created content, Monáe reads aloud a selection of these inspiring posts, calling for a beautiful future to start now.
The Maison and the artist share an understanding of the key pillars of success: authenticity, craftsmanship and integrity. “I’m thrilled to be partnering with the brand on championing positivity and charting a path for a Beautiful Future,” Janelle Monáe said.
“This collaboration is a convergence of our shared beliefs: optimism and the power of the we not me to bridge divides and make the world a more positive place. We’re looking forward to year two of this empowering campaign alongside Janelle with our beautiful partnered bottle,” said Rodney Williams, President and CEO of Belvedere Vodka.
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