Fashion and wine are the two most prominent constituents of the luxury industry. So it spells magic when the two come together and collaborate. The connection is firming up and their collaborative efforts are on the rise. The prominent wine labels are commissioning fashion designers to shape the look of the wine label. Jean Paul Gaultier dressed the Piper-Heidsieck Champagne bottle in a figure-hugging, corset and Veuve Clicquot’s La Grande Dame was draped in Emilio Pucci. Jade Jagger, better known as a rock star offspring, is a jewelry designer collaborated with Chateau Ducru Beaucaillou to revamp their second label wine.
Karl Lagerfeld who is considered a living legend designed a new wine label for the 2009 vintage of Bordeaux’s Chateau Rauzan-Segla as part of the celebration of their 350th anniversary. Rauzan-Segla is owned by fashion house Chanel and Lagerfeld also has a history of working with Champagne Dom Perignon. The synergies between fashion and wine is potentially exciting and more often than not , is beneficial for both. Siobhan Wilson, Marisco’s sales and marketing manager believes that wine and fashion go hand in hand. There are a wide range of consumers who like to be seen drinking the ‘in’ wine of the moment whether it be a variety or label.
In order to leverage this synergy some fashion labels have even gone ahead and introduced their own range of wine. Christian Audigier is a designer and entrepreneur who has established his own champagne and wine range. The packaging of his wine carries his signature tattoo art. Renzo Rosso of the jean giant Diesel has even purchased a 100 hectare estate in Italy’s Veneto region. He has created the Diesel Farm label and launched a chardonnay, merlot/cabernet sauvignon and pinot noir. Fashion weeks, across the world are also increasingly bringing wine and champagne to the center stage.