Courvoisier collaborates with fashion designer
Cognac house Courvoisier has partnered with acclaimed contemporary fashion designer Daniel W Fletcher on a limited edition packaging design.
The new collaboration includes a limited edition run of 200 bottles of Courvoisier VSOP, and a ready-to-wear clothing collection available exclusively at Harrods from April 2022.
Each bottle in this limited run has been hand-painted in Fletcher’s signature organic brushstrokes and individually numbered by the London-based designer himself.
In addition to the new bottle, Fletcher has created a unisex line of apparel, including a denim jacket, jeans, a silk shirt, sweatshirt and T-shirt. Each piece features the same painted brushstroke design seen on the bottle.
The collaboration is accompanied by video and still imagery featuring interior designer Whinnie Williams, actress Anna Shaffer, eyewear designer Betty Bachz, fashion stylist Ben Schofield, and DJ and producer Fab Goualin.
The visuals show the creatives unleashing their own artistic flair as they apply paint to a canvas in tribute to the collection’s hand-painted inspiration, ending in a crescendo of colour and celebration.
Nick Ganich, head of brands – Beam Suntory portfolio, at Edrington UK, said: “This exciting partnership is a true manifestation of Courvoisier’s joie de vivre positioning as it enters a new brand world.
“Although Courvoisier is a Cognac house proudly steeped in heritage, we are looking forward to exploring new territories through a modern lens of art and culture throughout 2022 and beyond. Courvoisier and Daniel’s audiences have strong synergy with each other as customers who place quality and luxury in high regard, a key component in the design process of this limited run of products.”
The limited edition run of Courvoisier x Daniel W. Fletcher VSOP bottles, the jacket, shirt and jeans set will be available to purchase both in-store and online at Harrods from April 2022.
The sweatshirt and t-shirt will be available to purchase from danielwfletcher.com.
Commenting on the collaboration, Fletcher said: “Working alongside Courvoisier on this partnership and having creative freedom to communicate what ‘joy’ feels like to me, has been a truly memorable experience.
“Courvoisier’s ethos of exuberant living is something which resonates strongly with me, and this collaboration felt like a natural fit. Painting brings me so much happiness, and I wanted to communicate this feeling within my limited-edition bottle and apparel collection through my playful brushstroke design, to bring joy to others, too.”
This creative collaboration is the next step in Courvoisier’s new brand direction for this year, following a recently revealed new look and feel which explores design codes from the 1800s.