In a groundbreaking collaboration, Tanqueray No.TEN and fashion visionary Matty Bovan have redefined the front-row experience. The result? A ‘world first’ fashion spectacle that marries the artistry of couture with the allure of iconic cocktails, effectively turning the traditional front row inside out.
In September Tanqueray No.TEN and Matty Bovan staged an unconventional partnership, shifting the spotlight from the customary show front row to an innovative backstage setting. The fashion maverick treated a select audience to an exclusive sneak peek of his SS24 collection in an undisclosed Front Row location. Simultaneously, the launch of a captivating short film, “XV,” unveiled Bovan’s creative process through the lens of his latest collection.
This unique event was a fusion of craftsmanship and creativity, as Tanqueray No.TEN’s iconic cocktail experience intermingled with Bovan’s extraordinary fashion moment. Renowned for its excellence, Tanqueray No.TEN is a beloved staple in top-notch bars worldwide. Its presence elevated the already remarkable fashion affair.
The evening featured a sumptuous three-course dinner paired with Tanqueray No.TEN cocktails, set amidst the backstage buzz as models like Ashley Graham, Cora Corré, and Winnie Harlow prepared to grace the catwalk. Among the dinner guests were fashion luminaries such as Georgia May Jagger, Serena Rees, Andreas Kronthaler, Harry Lambert, and Zandra Rhodes. They had the privilege of being the first to witness the SS24 collection while enjoying their meal, enveloped in the electric energy of backstage preparations.
This dinner challenged traditional notions of front-row experiences, with Matty Bovan personally showcasing and discussing his creative process, alongside co-host Plum Bovan, his mother.
All photography by Dave Benett
Simultaneously, Matty Bovan released a short film titled “XV,” directed by Tom Ivin, in homage to his fifteenth collection. The film delved into Bovan’s exquisite artistry, allowing viewers to witness his creative process firsthand.
In keeping with the focus on craftsmanship and artistry, the evening’s menu was meticulously curated by Bistrotheque, featuring the signature Tanqueray No.TEN ‘Tiny Ten’ cocktail, named after the still responsible for the first distillation. This exceptional cocktail remains available on Bistrotheque’s menu from September 21st, offering guests dishes like Lobster Pot Pie and Spinach Gnudi.
Cocktail Recipe:
‘Tiny Ten’
Ingredients:
15ml grapefruit syrup
35ml Tanqueray No. TEN
10ml fresh grapefruit juice
Top with 50ml sparkling wine
Method:
- 15ml grapefruit syrup.
- Add 35ml Tanqueray No. TEN and 10ml fresh grapefruit juice freshly squeezed from a wedge, ice and stir.
- Strain in a coupette glass and top with 50ml of cold sparkling wine
- Garnish with grapefruit coin shaped peel
Tanqueray No.TEN’s innovative approach, which includes the use of fresh whole grapefruits added by hand, infuses the spirit with its unique ‘citrus heart,’ making it a favourite among bartenders and earning it multiple awards. The brand remains dedicated to celebrating exceptional craftsmanship and enriching culture.
