In the short time since its 2021 launch, the luxury gin has swept the shelves of tastemakers, thanks to its unique notes and packaging.

Mert Alas may be most known for his <a href="https://www.lofficielusa.com/tags/photographers">photography</a> in fashion, working within the famed Mert and Marcus duo behind everything from leading designer's campaigns and lookbooks (from Giorgio Armani to <a href="https://www.lofficielusa.com/tags/gucci">Gucci</a>) and magazine covers. But Alas has also been working on a separate project for a handful of years now. He co-founded Seventy One, a luxury gin brand, in 2021 with Tasso de Góes Ferreira, and it has since been sweeping the liquor cabinets of tastemakers globally.
"I've always loved gin and, as part of my creative character, I wanted to experiment by creating something unique and not tasted before! I wanted to create a gin that is bold and complex, for sipping neat at night," he tells L'OFFICIEL over email.
What gives Seventy One an edge is its complex flavor profile, which comes from its Queen of the Night ingredient. The flower, which blooms only once per year, infuses the gin with a delicate essence. It's the subject of a <a href="https://www.instagram.com/reel/DLFD-vyg0A9">short documentary</a> by the brand. The liquor stays in oak casts for 71 nights (hence the brand's name) before it's dispensed into the brand's signature bottle, which favors perfume packaging more than your typical spirits jug. This artful touch, like the flower, is a very intentional choice.
"Design is minimal with an art deco-inspired clear vessel, as I wanted to see the golden color of the wood-aged liquid," he continues. "When I started designing the bottle the only one thing I knew was that I didn&rsquo;t want a round bottle which is usually associated with gin. No frills! No dressy words and explanation. Only an amazing liquid and bottle that showcase its beauty."

Photography courtesy of Seventy One.

In the short time since the brand has launched, Alas has already invited his fashion friends in for a sip, making sure that all of Seventy One's parties are as star-studded as his portfolio of work. Madonna, Colman Domingo, Adriana Lima, and Amelia Gray are among past f&ecirc;te guests.
"Seventy One parties are about bringing creative people together," he adds. "It&rsquo;s about taste and talent. It&rsquo;s about a sound or smell. I love sharing time with creative people." Ahead, Alas plans to expand the brand with an experimental philosophy, though he doesn't yet say what exactly is coming down the pipeline.
Possibilities are endless with Seventy One, especially for the skilled mixologist, but Alas likes to keep things simple. His favorite ways to sip the gin are on the rocks or in a Golden Martini.

Fashion Photographer Mert Alas on the Special Ingredient in Seventy One, His Gin Brand

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