France – Hennessy has teamed up with Dior’s artistic director Kim Jones to revamp cognac for young spirits enthusiasts with this limited-edition capsule blending cognac-making, streetwear and couture.
Drawing inspiration from emblematic Maison Hennessy codes, Kim Jones designed the XO collection, comprising a pair of cognac-hued trainers, a limited-edition bottle and the opulent Masterpiece decanter at £25,000 (€28,400, $30,560). Every detail is a nod to Hennessy’s heritage – the shoes were ideated as 'a glass of cognac in sneaker form’ and come in a box reminiscent of oak barrels where the eaux-de-vie are aged. The decanter is described as ‘couture for a bottle’, the 3D-printed gold tissue paper evoked the one used to wrap bottles in the 19th century.
While Hennessy has previously collaborated with the likes of Berluti and the NBA, working with Jones bridges fashion, youth culture and spirits, opening up the world of luxury cognac to wider audiences. Similarly, Rolls-Royce recently co-created a car with designer Iris van Herpen. Such cross-sector luxury collaborations tap into what we call Guilded Luxury, taking attention to detail and exclusivity to the next level.
Strategic opportunity
Brand collaborations have become a common currency. To cut through the noise and the growing consumer fatigue, co-created collections should feel intentional, organic and display the added value of shared craftsmanship
