"It's not just sponsoring a brand of fashion,

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“It’s not just sponsoring a brand of fashion, which you see quite a lot, but it’s really more participating and being a part of fashion,” says Amsterdam’s KesselsKramer art director Karen Heuter. She’s speaking about “Absolut Label,” the second-annual project in which Absolut commissions up-and-coming designers from around the globe to create a piece of fashion with the brand in mind.

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