Moët & Chandon presents the first global limited edition redesign

Fashion designer Yoon is the first artist to collaborate with Moët & Chandon on a global limited edition. Image credit: Moët & Chandon

The champagne brand owned by LVMH Moët & Chandon is collaborating with fashion designer Yoon Ahn on the first artistic redesign of Moët Imperial.

The Japanese-based designer, who bears her name, put a minimalist screw on the cult bottles of Moët Impérial and Nectar Impérial Rosé Champagne. Although the house has launched collaborations and limited edition bottles in the past, this is a global effort and the first to touch Impérial.

“As a category, champagne sales fell 18 percent in 2020 due to COVID-19,” said Chris Ramey, founder of Affluent Insights, Palm Beach, FL. “The cooperation shows that Moët’s management has realized the need to reconsider everything it does and to reach new clients.

“Yoon’s youthful approach to design infuses sophistication and passion,” he said.

Moët & Chandon x ambush
Yoon is the co-founder of the creative director of the Japanese fashion brand Ambush. The Korean-American designer is also the jewelry director at Dior Homme, another brand owned by LVMH.

The collaboration adds a touch of Ambus ’contemporary, idiosyncratic minimalism to Moët & Chandon’s signature Champagne, which debuted in 1869. The stamps share a pioneering spirit and commitment to craft work.

Yoon collaborated with Moët & Chandon on the redesign of the nervous bottles

Moët & Chandon revealed the collaboration on social media, with an accompanying video campaign. Yoon appears in a film about a hero, explaining more about the project by voice.

“When Moët and Chandon approached me, I was thrilled to get carte blanche for this collaboration,” Yoon says in the video. “Modernity, simplicity and strong contrast guided my vision to bring out the essence of this cult champagne.”

Yoon’s limited series bottles replace the gold and pink Impérial and Nectar Impérial Rosé Champagnes foil with black. The Impérial bottle has a red embossed seal, while the Nectar Impérial Rosé seal is black.

The gilded labels on the bottles have also been replaced with bright white embossed labels for a clean look reminiscent of a blank page or slate.

“I imagine an empty place like a window into the future, opening up to those who dare to do something new,” Yoon says in his own voice.

Yoon is the creative director at the cult fashion label Ambush. Image credit: Moët & Chandon

Moët & Chandon also shared a longer interview with Yoon on their YouTube channel. She talks about what she learned about champagne and the charitable component of collaboration.

Part of the profits from the Moët & Chandon x Ambush collaboration will benefit the World Land Trust. The contribution will go directly to the preservation of the Canandé reserve in the Ecuadorian forest of Chocó.

The redesigned bottles will become available worldwide later this year.

Collaboration of champagne
This is the most extensive collaboration of Moët & Chandon, but the house of Champagne is nothing new in creative partnerships.

In 2018, Virgil Abloh, Louis Vuitton’s artistic director, worked with Moët & Chandon on his first bottle design.

On each side of the bottle was Mr. Abloh’s signature “Don’t drop.” His Nectar Imperial Rosé is a limited edition, along with a unique all-white label (see story).

In a similar initiative, the Champagne brand offered special bottles to celebrate the Grand Slam of the champions and support a children’s charity.

In honor of tennis player Roger Federer, Moët & Chandon designed exclusive bottles wrapped in a leather holder. The release was limited to 20 bottles, and all profits were donated to the Roger Federer Foundation (see story).

“Cooperation is a pillar of luxury,” Mr. Ramey said. “They’re bringing in new customers for both brands.”

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