NATIONAL: Australian fans of French mineral water could soon be unwittingly marketing Parisian fashion label Paul & Joe.
The label's designer Sophie Albou has turned her styling attention to the legendary green Perrier mineral water bottle and Perrier tins, resulting in three limited edition series to be released in time for New Year's Eve celebrations.
Albou described the branding partnership as a standout fit that looked set to boost the brand recall of her high end clothing label.
"Perrier is well known throughout the world, and it's also a French drink, just as Paul & Joe is a French brand. On top of that, Perrier evokes freshness, which is the key word for Paul & Joe; it's the perfect combination."
The two brands shared a "sparkling, fresh, timeless aspect, a fusion of classic and modern styles…the fact that you never get tired of them, that you always want them and they're always renewing themselves. Perrier is a drink that people always need and always want - a bit like Paul & Joe," Albou added.
Distributed in Australia by Melbourne company Aesthetics Group -- which also owns the license to "new luxury" brands Paul & Joe Sister, Karen Millen England, Zoe tee's and American Retro – Paul & Joe launched in 1995 as a menswear brand, quickly cracking the womenswear market due to consumer demand.
The brand is now stocked in around 30 exclusive outlets around the world and operates a boutique in Sydney shopping centre Westfield Bondi Junction.