Veuve Clicquot collabs with fashion designer Simon Porte Jacquemus
The Champagne house is the latest alcohol brand to dip its feet into the world of high-fashion, with Simon Porte Jacquemus purporting to “admire and share the same values” as the esteemed Reims-based estate.
Veuve Clicquot and French designer Simon Porte Jacquemus, have unveiled a reinterpretation of La Grande Dame 2018, the Maison’s prestige cuvée, as a limited edition.
Speaking to the drinks business, YesMore Agency Tom Khan-Lavin recently pointed out that celeb brand deals were beneficial for both parties. “Consumers, and many drink buyers even, often have shorthand reference points for brands, and celebrity brand partnerships help this incredibly well.”
There’s Christian Louboutin who is spearheading Ragnaud-Sabourin Cognac’s creative vision, while Courvoisier Cognac is teaming with designer Daniel w. Fletcher. And from Noble Rot’s t-shirts to Dolce & Gabbana’s Etna reds, the luxury drinks sector is becoming increasingly fashion-forward.
Sun-kissed design
Aligning premium alcohol products with names synonymous with high-end craftsmanship can reinforce brands’ luxury status, Cognac Expert co-founder Max von Olfers previously told db. But it can also embolden shared values of beauty, creativity and quality.
In this case, Veuve Clicquot and Jacquemus, known products like the famed ultra-mini Le Chiquito handbag, certainly share artistic sensibilities, with the new release recognisable for its handwritten logo, signature and yellow label embossed with sun rays. The bottle’s emblematic Veuve Clicquot yellow, first introduced in 1877, is designed to mimic the colour of the sun, while Simon Porte Jacquemus is likewise inspired by his solar Southern French roots.
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“La Grande Dame 2018 is the outcome of simple materials, meaningful gestures, and strong women’s stories, yet it is ultimately a celebration of – and for – optimistic and memorable moments,” said Jaquemus. “From the bright and joyful spirit to the excellence in savoir-faire, I admire and share the same values as Veuve Clicquot.”
Shared values
It’s a sentiment echoed by Veuve Clicquot CEO Jean-Marc Gallot, who said it was a “great honour” to partner with the fashion maestro. “We found common values in joy, optimism and conviviality that the House has upheld for 250 years”, he said. “This collaboration is a new expression of these values and of our effortless chic Art de Vivre.”
The product is draped with white linen, created in an attempt to mimic family heirlooms that have been washed, sun-dried, and starched with Marseille soap. This white linen is also a reference to an old Italian method used to keep bottles cool: a cloth is soaked in water and then wrapped around the flask to maintain its chill during scorching weather.
And it’s also an artistic homage to women. The story of Madame Clicquot, who took the reins of the House in 1805 when women had few rights – and was named ‘la grande dame de la Champagne’ after her death – captivated Jacquemus, who often aims to depict feminine sensuality through his creative work.
The gift box is sheathed in a ‘toile du Marais’ fabric decorated with more sun rays, and a ribbon alternating the Veuve Clicquot logo and the fashion designer’s signature, touted to represent his love of objects and belief in the poetry of everyday life.
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