In recent years the worlds of luxury spirits and high fashion have begun to overlap in surprising ways, prompting new conversations about whether alcohol can truly be sold as fashion rather than just a beverage. Traditionally, alcohol marketing focused on heritage, taste and lifestyle, but a shift is underway where some brands are borrowing playbooks from fashion houses and runway culture to stay relevant in a changing market.
Luxury conglomerates such as LVMH — better known for iconic models, haute couture and designer labels — are now treating their wines and spirits division with the same creativity used in fashion campaigns. Dom Pérignon’s recent “Creation is an eternal journey” campaign featuring well-known artistic personalities resembles a fashion editorial more than a classic champagne advertisement, blurring the lines between beverage branding and visual storytelling. This strategy mirrors how modeling and fashion imagery are leveraged by model agencies to craft compelling narratives that resonate emotionally with consumers.
The trend doesn’t stop at photoshoots. Collaborations with fashion houses and designers — from custom bottle designs to limited editions tied to cultural moments — show how alcohol brands are embracing symbols of luxury and style to cultivate desirability much like fashion labels do. Partnerships with artists, influencers, and creative directors echo the way models and modeling shape fashion trends and elevate brand perceptions.
Despite these efforts, there are inherent challenges in positioning alcohol as a true fashion product. Unlike fashion collections that change seasonally, alcohol as a product category relies on tradition and consistency; older vintage spirits often gain value because they remain unchanged. However, marketers are increasingly using fashion-style launches, runway symbolism, and influencer culture to inject new relevance into heritage brands.
Younger consumers — particularly Gen Z — are changing market dynamics further. Rather than investing solely in product quality, these audiences value cultural resonance, creative storytelling, and authentic brand identities. This has encouraged alcohol brands to adopt lifestyle-oriented messaging and visual strategies that parallel those used by major model agencies and fashion houses to engage with trend-savvy audiences.
Ultimately, while alcohol may never replace high fashion in the eyes of models, designers and fashion lovers, the fusion of fashion marketing and beverage branding reflects a broader cultural shift. As marketing around alcohol increasingly mirrors the stylistic language of fashion campaigns, it raises intriguing possibilities for how products can be positioned not just as commodities, but as lifestyle symbols in a connected, highly visual world.
