Why did Moet & Chandon collaborate with Korean-American fashion designer Yoon Ahn?
Moet & Chandon has announced its outset-ever global collaboration. Partnering with Korean-American fashion designer, Yoon Ahn, the historic champagne house has unveiled a limited-edition bottle of the Moet Imperial.
For the uninitiated, Ahn is the co-founder and creative director of jewellery turned ready-to-wear label, Deadfall. Her creations have garnered a celebrity following, oft seen on pop icons such as Rihanna, Kanye Westward, Beyonce and Lady Gaga.
As if that isn't enough, Ahn is also the jewellery director for Dior Men.
It all began in 2008, when Ahn started making jewellery for fun with her husband Verbal, a member of the Japanese rap grouping Teriyaki Boyz. The pair, who were never formally trained in design, are known for their genre-defying, innovative creations.
Verbal wore Ambush'southward creations during his appearances with the Teriyaki Boyz, and it wasn't long before other rappers – including Kanye West, Pharrell Williams and A$AP Rocky – took interest in the make.
In 2015, Ambush evolved into making apparel. Two years subsequently, Ahn was nominated for the prestigious LVMH Young Fashion Designer Prize, which attracted major industry players for collaboration, including Nike and Converse.
It was her close friend Kim Jones, creative director of Dior Men, who appointed her as head of jewellery design at the brand.
The partnership betwixt Moet & Chandon and Anh is especially momentous equally it's the starting time time in 152 years that the iconic bottle of Moet Imperial, the label'south signature champagne born in 1869, has been designed past an creative person.
The champagne house's choice to piece of work with Anh was driven by her pioneering spirit equally a "rule-breaker", Moet & Chandon said in a press release.
With her signature minimalist aesthetics, Anh has inverse the gilded cervix of the canteen to a deep shade of black, contrasting it with a new embossed characterization in white. The eye-communicable blueprint is meant to correspond a bare slate, "like a window onto a future filled with possibilities for those who dare step forward", Moet & Chandon said.
"I was thrilled to be given carte blanche to redesign the bottle of Moet Royal. It was a great challenge given its recognisable and iconic codes, but I besides saw it as a nifty opportunity to bring my own aesthetics to this iconic champagne," Ahn said.
While the bottle itself has been redesigned, the limited-edition of Moet Imperial is filled with the firm's flagship champagne.
Equally part of the collaboration, a portion of the profits from the auction of the limited-edition Moet & Chandon x Ambush bottles will get to the Globe Land Trust, a global conservation charity that protects threatened natural habitats.
The mission of the system is to support local conservation partners, like the Fundacion Jocotoco in Republic of ecuador, in their efforts to halt the destruction of ecosystems and protect habitats where rare and endangered species still survive.
Anh selected the cause herself.
"The devotion of the people at Moet & Chandon to nature and to their precious terroir... inspired me to select the World State Trust to receive the back up of the house, and so that together we could help preserve other terroirs around the world," she said.
The collaboration volition specifically aid the clemency's efforts to preserve the Canande Reserve in the Ecuadorian Choco Forest, a spokesperson from Earth Land Trust said. It will have a direct bear upon on stopping the deforestation of the Choco, non simply to preserve its fragile ecosystem, just also to combat one of the main causes of climate modify.
The Moet & Chandon x Ambush Limited Edition bottles will be available in Singapore from Mar five. They will retail exclusively at 1855 The Canteen Shop Suntec City and the 1855 e-shop.
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Source: https://cnalifestyle.channelnewsasia.com/people/yoon-anh-ambush-redesigns-moet-chandon-imperial-bottle-235586
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