The boundaries are often blurred between the worlds of fashion and party. Collection launches are embellished with sumptuous evenings. Models and designers are known for their frequentation of nightclubs. Even fashion week is really all about the after party. Therefore, the introduction of alcohol into the fashion industry should be anything but a surprise.
Increasingly relevant in the early 1990s thanks to the widespread campaigns of Absolut Vodka, alcohol has been merged with fashion for over thirty years. Almost all luxury liquor brands have gained momentum in a designer collaboration, especially in the luxury market. LVMH, the quintessential high-end fashion company, owns a combination of fashion houses and spirits brands, among other categories. Dom Pérignon and Moët Chandon both live within LVMH, with Dior and Céline to name a few.
However, there are some trendy drinking moments that stand out. First, of course, every infamous Absolut collaboration. Increasingly cool from the 90s to the grunge 2000s, Absolut provides limited edition cool bottles to simulate what partying with fashion icons might feel for the average consumer.
Have you always wanted to paint the city red with Marc Jacobs? Buy Absolut Jacobs. Fancy an icy winter function with Versace? Absolut Versace is your new best friend. Starting with Tom Ford, Absolut created signature vodkas for Stella McCartney, Gareth Pugh, Jean Paul Gaultier and Manolo Blahnik. Each designer’s vessel is named by a combination of Absolute and their last name.
Almost reaching Absolut’s stature in terms of the amount of collaboration, the amaretto alcohol brand Disaronno has archived several designer creations. Showcasing bottles wrapped in colorful prints representing the aesthetics of fashion houses, Disaronno’s limited editions are a collector’s dream. As of 2013, seven bottles have been launched, with each crossover featuring an Italian designer. Etro, Missoni, Moschino, Versace, Diesel, Trussardi and Roberto Cavalli can all boast of a signature liqueur.
The champagne troubles go away once Piper-Heidsieck arrives on the scene. The luxurious decadence that marks haute couture permeates the beverage industry thanks to alliances with Jean-Paul Gaultier and Christian Louboutin. Gaultier’s 1999 vinyl corset bottle is iconic to say the least, and Louboutin’s high heel (inspired by the Belle Epoque tradition of drinking from a woman’s shoe) accompanying his bottle is historically delicious.
Did you know that Chanel owns several wineries? In 2009, Karl Lagerfeld joined forces with one of them, Château Rauzan-Ségla, to design a label in honor of their 350th anniversary. Presenting a beautiful illustration of the estate, Lagerfeld’s design is the perfect homage to the classic vineyard.
LVMH’s Veuve Clicquot is already ultra stylish given its ties to luxury fashion, but his bottle of champagne with Emilio Pucci has definitely taken it to the next level. Instead of taking the typical bottle-packing route, Clicquot and Pucci put champagne in their own clothes. Dressed in a fitted neoprene pouch with Pucci’s signature print and matching silk blanket, the bottle could walk a red carpet and no one would ask questions.
For a Midas touch, Dolce & Gabbana has created their own vermouth with Martini & Rossi called “Martini Gold”. All-metal vessel meets the D&G logo in a very popular collaboration. Italian fashion and alcohol seem to be found quite often, as do French designers and distilleries. The Maison Kitsuné fashion house has released a limited edition bottle of liqueur with Pernod Absinthe.
Even 2020 had its own bottle. In honor of Vivienne Westwood’s Spring / Summer 2020 collection, the brand’s Creative Director, Andreas Kronthaler, has teamed up with luxury vodka brand Cîroc to launch a liqueur inspired by ’70s Westwood. Decorated with original artwork, the design features a “let it rock!” graphic in bright red with various small doodles against transparent glass.
How could fashion and alcohol not mix? Limited editions are standard practices in both industries, so collaborations are bound to sell out on release. Even the most mundane objects can become designers. And then, toilet paper?
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