The lines are often blurred between the fashion and party worlds. The collection launch was decorated with a luxurious party. Famous models and designers often visit their nightclubs. Even fashion week is really about the party after. Therefore, the introduction of alcohol into the fashion industry should come as a surprise.
Gaining relevance in the early 90’s through Absolut Vodka’s extensive campaign, liquor has been in fashion for over thirty years. Almost every luxury alcohol brand has taken over a designer collaboration, especially in the luxury market. LVMH, the classic upscale fashion company, has a combination of fashion houses and alcoholic beverage brands, among other categories. Dom Perignon and Moët Chandon both live inside LVMH, along with Dior and Celine to name a few.
However, certain moments of fashionable booze stand out. First, of course, to become every famous Absolut collaboration. Growing from the cool 90’s to 2000’s grunge, Absolut supplied fresh, limited edition bottles to simulate what it would be like to party with fashion icons for the average consumer.
Ever wanted to paint a city red with Marc Jacobs? Buy Absolut Jacobs. Want to enjoy a winter show with Versace? Absolut Versace is your new best friend. Starting with Tom Ford, Absolut has made signature vodkas for Stella McCartney, Gareth Pugh, Jean Paul Gaultier and Manolo Blahnik as well. Each designer ship is named with a combination of their Absolut and last name.
Barely reaching Absolut status in terms of quantity of collaborations, liquor brand amaretto Disaronno has several archives of designer creations. Featuring a bottle wrapped in a colorful print that represents the aesthetic of the fashion house, this limited edition Disaronno is a collector’s dream. Starting in 2013, seven bottles have been released, each crossover featuring an Italian designer. Etro, Missoni, Moschino, Versace, Diesel, Trussardi and Roberto Cavalli can all boast of their signature liquor.
The champagne problem disappeared once Piper-Heidsieck arrived on the scene. The decadence of luxury that is a trademark of high-end fashion is seeping into the beverage industry through alliances with Jean-Paul Gaultier and Christian Louboutin. The Gaultier vinyl corset bottle from 1999 is iconic, and the Louboutin high heel cut (inspired by the Belle Epoque tradition of drinking from women’s shoes) that accompanies the bottle is historically delicious.
Did you know that Chanel owns several wineries? In 2009, Karl Lagerfeld teamed up with one of them, Chateau Rauzan-Ségla, to design a label to celebrate their 350th anniversary. Featuring beautiful plantation illustrations, Lagerfeld’s designs are the perfect homage to classic vineyards.
LVMH’s Veuve Clicquot is already very stylish considering its association with luxury fashion, but the champagne bottle with Emilio Pucci definitely takes it to the next level. Instead of going the typical bottle-wrapping route, Clicquot and Pucci put champagne in their own clothes. Dressed in fitted neoprene sleeves with signature Pucci prints and a matching silk cover, the bottle can make its way onto a red carpet and no one will ask questions.
For a Midas touch, Dolce & Gabbana created their own vermouth with Martini & Rossi called “Martini Gold.” A fully metallic vessel meets the D&G logo in a very popular collaboration. Italian fashion and alcohol seem to be found in each other quite often, as do French designers and distilleries. Fashion house Maison Kitsuné releases a limited edition bottle of liquor with Pernod Absinthe.
Even 2020 has its own bottle. In honor of Vivienne Westwood’s Spring / Summer 2020 collection, the brand’s creative director, Andreas Kronthaler, teamed up with luxury vodka label Cîroc to launch liquor inspired by ’70s Westwood. Adorned with original artwork, the design features “Let It Rock!” Graphics in bright red color along with various small scribbles on clear glass.
How could fashion and alcohol not mix? Limited editions are a staple practice in both industries, so collaborations are sure to sell well when released. Even the most mundane object can be turned into a designer. What’s next, toilet paper?