Hypebae: Why Smirnoff’s latest event was more than sequins, sparkle, and spectacle

Sinéad Burke and Smirnoff spoke to Hypebae about their recent collaboration on an event in London. The brand’s We Do We campaign launched with an accessible club night starring Drag Syndrome, DJ Lou Bru, and Mel C.

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We Do Us case study

As a society accessibility is often rooted in education, health care, and employment, which are three very important pillars, but the reality is that Disabled people want to have fun too. If you were to imagine your favourite night out, for many Disabled people, the things that characterise a night out are often symbols of inaccessibility. We tried to challenge this mindset to look at one night as a case study for how every night can and should be.
Sinéad Burke