French fashion designer Sophie Albou, creator of the Paul & Joe clothing range, has teamed up with Nestlé Waters France to craft three limited edition bottles and cans for the Perrier brand, which run until January 2008.
How long have you known about the Perrier brand?
As long as I can remember, I’ve always known the Perrier brand, and especially those bottles.
What do you think of when you hear the name 'Perrier'?
Bubbles, sparkling, green, refreshment, thirst quenching, and also the fact that Perrier is good for your health. Not to mention: “Perrier, c’est fou!”. A few ads have really stuck with me, particularly the one with the lion by Jean-Paul Goude.
Why did you decide to work with Perrier?
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.
What do the two brands share?
The 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.
Why do you think these designs fit in with the Perrier brand?
The animal drawings and the green colour code are synonymous with freshness and nature, so they fit in completely with people’s image of Paul & Joe and of Perrier. The partnership seemed fairly obvious to me. By adding gold, I wanted something that would clash, shock people, be right on the edge of ‘too much’, while still reflecting the current trend towards anything shiny and ostentatious. We’re entering a period of celebration, complete entertainment and exuberance, the opposite of the minimalist tendencies of 10 years ago.
Why link Paul & Joe to an international brand like Perrier, which is distributed in more than 100 countries?
Because I was very happy to see the Paul & Joe brand on cafe terraces around the world through these decorated bottles. It was a challenge, a real point of pride and a project that I loved from the start.
How did it all start for the Paul & Joe brand?
First of all, those are the names of my children, who are now 13 and 16. It started 10 years ago with a desire to create a different idea of men’s fashion – something that strayed from the typical codes at the time, which were grey, austere and minimalist. I revamped this boring style for men by adding fabrics, colour, prints and freshness. The brand moved into women’s fashion because of requests from customers.
How has Paul & Joe contributed to the fashion world?
Paul & Joe adds a different touch with its pretty fabrics, its clothes that are easy to wear every day, and never too serious. It’s a bit of a half and half approach – very feminine and yet masculine at the same time. It’s this style and freshness that has earned recognition for Paul & Joe in France and abroad.
Apart from France, where is the brand the most recognised?
The brand is well known in Asia, particularly in Japan. It’s also visible in England and in the US, where we have entered a partnership with the Target chain.
This article was first published
in Water Innovation.