NEW YORK — Vintage-like drawings of children making snowmen or the obligatory green tree on red paper just wouldn’t cut it for Stolichnaya Vodka.
In a nontraditional marketing attempt, Allied Domecq — the trademark owner in the U.S. for the Russian vodka brand — is launching its own wrapping paper this holiday season and has enlisted Diane Von Furstenberg to design the print. The result is the Stolichnaya signature repeated in various sizes going in different directions. It’s written in black and white on red paper.
"Obviously, Diane is known for her prints and that’s why we were their first choice," said Maureen Cahill, marketing director at Diane Von Furstenberg. "And there is a fun reference to the wrap dress and unwrapping a gift."
Samples of the gift wrap will be inserted in the December publications of FHM, Details, Esquire, Flaunt, Out and Food & Wine magazines, and will be sold at high-end stores in Chicago, Dallas, Detroit, Cleveland, New York, New Jersey and Connecticut on select days between Thanksgiving and Christmas.
To help ring in the wrapping paper, Von Furstenberg is holding a party at her West Village studio next month where select DVF apparel featuring the Stolichnaya print will be on hand, such as some women’s lingerie items and a men’s shirt. The wrapping paper will also be available at the party — along with plenty of vodka, no doubt. The limited number of apparel items with the Stolichnaya print will be sold exclusively at Diane Von Furstenberg The Shop, her West Village boutique, and proceeds from those sales will go to the Robin Hood Foundation.
In addition to the booze fanfare, there will be a small runway presentation at the party marking the launch of Diane Von Furstenberg Lingerie. That business — planned before the collaboration with Stolichnaya — will be available exclusively at Neiman Marcus.
Absolut Vodka has had several fashion collaborations over the years, including prints with Nicole Miller. Von Furstenberg also created a print that was applied to a Ford Thunderbird earlier this year, though it was never produced.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast