Janelle Monáe launches collector’s Edition Belvedere Vodka in SA
JOBURG – Belvedere Vodka and Janelle Monáe debut limited-edition bottle to encourage consumers to imagine a world filled with opportunity, empowerment and free expression.
Belvedere Vodka has debuted its stunning limited-edition bottle with Grammy-nominated musician, actor, and activist, Janelle Monáe. The creative partnership encourages consumers to imagine another view, one of opportunity and empowerment termed A Beautiful Future.
The metallic-blue collage design on the white, limited-edition bottle represents the peeling back of layers to reveal the words “Beautiful Future,” along with the familiar “Belweder” the Polish presidential Palace illustration and follows a series of annual limited-edition offerings.
The narrative for “A Beautiful Future” builds on the programme which kicked off last year 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 this, a global social media campaign asked consumers to define what “A Beautiful Future” looks like to them. Responses included optimistic messages of diversity, self-expression, inclusion, and empowerment. In a series of co-created content, Monáe read aloud a selection of these inspiring posts, calling for a beautiful future to start now.
Belvedere and Monáe both believe people must all be actively engaged in conversation, be given a space that encourages positive thought and afforded the opportunity to express hopes, desires and visions for what ‘A Beautiful Future’ looks like for all.
“My collaboration with Belvedere is about a topic that’s very close to my heart – creating a future – A Beautiful Future – where people of all walks of life feel comfortable expressing themselves; where those who are typically dismissed feel included and heard,” said Monáe.
