Who knew performative hydration would become a thing? Answer: Virgil Abloh.
The Off-White and Louis Vuitton designer has teamed up with French water brand Evian and Matchesfashion.com to produce what can only be described as the most high-fashion water bottle on the market. When it was announced, there was an instant wait list of 4000 people. Since going on sale on February 25, the first day of Paris Fashion Week, several colourways have sold out.
A few years ago, Mecca, through its "Trove" group of boutique products, introduced bkr to its product range. So why was a make-up and skin-care store suddenly devoting shelf space to a drink bottle? "Inner heath and taking care of your body is becoming an increasingly larger part of beauty," Burke says. "We know that maintaining good levels of hydration helps keep skin glowing and in turn, allows your skin care and make-up to do their job. We also know our customers are seeking a chic alternative to disposable plastic water bottles and bkr delivers just that with their sleek and sophisticated range.
"If you're drinking out of your own bottle, then the risks, even over the long term, are very low," he says. "It's the least likely way you're going to come into contact with bacteria."
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